Verbraucherspezifische Promotionwirkungen

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Gunnar Goertz untersucht das Potenzial verschiedener Verkaufsfoerderungsmassnahmen zur Ansprache spezifischer Kundengruppen. Er identifiziert Grundeigenschaften, anhand derer sich Verkaufsfoerdermassnahmen klassifizieren lassen, und zeigt, in welcher Art und Weise unterschiedliche Massnahmen das Kaufverhalten beeinflussen.