Die Rolle des Verwenders im Buying-Center: Das Beispiel der Beschaffung und Vermarktung biotechnologischer Verbrauchsprodukte
- ISBN-10
- 3835009079
- ISBN-13
- 9783835009073
- Category
- Business & Economics
- Pages
- 392
- Language
- German
- Published
- 2007-09-25
- Publisher
- Springer-Verlag
- Author
- Ludger Rolfes
Description
Ludger Rolfes analysiert das Verhalten von Verwendern in Beschaffungsentscheidungen am Beispiel der Branche Biotechnologie Der Autor gibt Hinweise für die Gestaltung von Maßnahmen im Marketingmanagement eines Anbieters biotechnologischer Verbrauchsprodukte und leitet Implikationen für die Marketing-Forschung ab.
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