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Strategische Preisgestaltung in Offline- Und Online-Vertriebskanälen: Determinanten Und Auswirkungen Auf Das Verhalten Von Konsumenten
Paperback
Series: Schriftenreihe Des Instituts Für Marktorientierte Unternehme
Business GeneralInvesting & FinanceManagement
ISBN13: 9783658224936
Publisher: Springer Gabler
Published: Jun 5 2018
Pages: 188
Weight: 0.55
Height: 0.44 Width: 5.83 Depth: 8.27
Language: German
Das Online-Umfeld verändert die strategische Preisgestaltung und deren Auswirkungen auf den Markt sind noch ungeklärt. Vor diesem Hintergrund untersucht Karin Lauer auf Basis mehrerer empirischer Studien den Einfluss der Preisgestaltung in Offline- und Online-Vertriebskanälen auf das Verhalten von Konsumenten. Dabei betrachtet sie insbesondere, wie Konsumenten auf vertriebskanalbezogene Preisdifferenzierung und dynamische Preise im Zeitverlauf reagieren.
Das Institut für Marktorientierte Unternehmensführung (IMU) wurde 1999 an der Universität Mannheim neu konstituiert. Es versteht sich als Plattform für anwendungsorientierte Forschung sowie als Forum des Dialogs zwischen Wissenschaft und Praxis. Ziel dieser Schriftenreihe ist es, wissenschaftliche Erkenntnisse zu publizieren, die für die marktorientierte Unternehmensführung von Bedeutung sind.
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