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Pricing Für Produktbegleitende Dienstleistungen: Akzeptanzanalyse Von Integralen Und Separaten Angebotsformen
Paperback
ISBN13: 9783834942036
Publisher: Springer Gabler
Published: Aug 11 2012
Pages: 245
Weight: 0.70
Height: 0.55 Width: 5.83 Depth: 8.27
Language: German
Mit dem Angebot produktbegleitender Dienstleistungen können sich Unternehmen von ihren Wettbewerbern differenzieren; allerdings ist das Pricing hierbei eine zentrale Herausforderung. Dem Marketing stellt sich die Frage, ob eine produktbegleitende Dienstleistung integral mit oder separat zur Kernleistung bepreist und angeboten werden sollte. Björn Rentner analysiert die Akzeptanz der beiden Angebots- und Pricingformen sowie die Einflussfaktoren, die zu Akzeptanzunterschieden führen können. Auf seinen Ergebnissen basierend leitet er Handlungsimplikationen für das Preis-Management bei produktbegleitenden Dienstleistungen ab.
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