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Neuromarketing als Instrument für modernes Markenmanagement: Die erfolgreiche Produktpositionierung im Luxusgütersegment

Neuromarketing als Instrument für modernes Markenmanagement: Die erfolgreiche Produktpositionierung im Luxusgütersegment

          
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About the Book

Gegenwärtig werden Unternehmen mit einer Vielzahl von Anforderungen an das Marketing konfrontiert. Besonders hinsichtlich des Managements von Marken lassen sich in den letzten Jahren immense strukturelle Veränderungen feststellen. Durch die voranschreitende Globalisierung steigt der Konkurrenzdruck, Angebote der Unternehmen werden austauschbarer, die objektiven und technisch-funktionalen Qualitätsstandards der von verschiedenen Anbietern auf den Markt gebrachten Produkte gleichen sich auf hohem Niveau zunehmend an. Auf gesättigten Märkten mit austauschbaren Angeboten spielt die emotionale Ansprache sowie das Streben nach Lust und Stimulation eine immer größere Rolle. Ein gestiegener Wohlstand innerhalb der Industrienationen erklärt die steigende Nachfrage nach Luxusgütern. Die Anzahl der Konsumenten, die sich hochpreisige Güter leisten können, nimmt stetig zu, die Voraussetzungen für eine "Demokratisierung" von Luxus werden somit zunehmend erfüllt. Des Weiteren kann ein Trend hin zur Polarisierung der Märkte beobachtet werden. Es wird sowohl von Discount- als auch von Luxusgütern mehr konsumiert, dagegen werden die zwischen Discount- und Luxusgütern positionierten Produkte in der Gunst der Konsumenten verlieren. Ein hybrider Verbraucher kristallisiert sich heraus, der sich durch Verzicht - z.B. bei Gütern des alltäglichen Gebrauchs - finanziellen Spielraum für selektiven Luxus schafft. Es stellt sich die Frage, mit welchen Mitteln und Instrumenten es einem Unternehmen möglich ist, diesen wachsenden Anforderungen gerecht zu werden. Ein Instrument, das dazu beitragen könnte, die Anforderungen an ein modernes Markenmanagement zu erfüllen, steht im Mittelpunkt dieser Untersuchung. Ziel ist es, herauszuarbeiten, inwiefern Neuromarketing dazu beitragen kann, ein Produkt auf dem Markt erfolgreich zu positionieren.


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Product Details
  • ISBN-13: 9783958509818
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Weight: 118 gr
  • ISBN-10: 3958509819
  • Publisher Date: 12 Mar 2015
  • Height: 210 mm
  • No of Pages: 88
  • Series Title: German
  • Sub Title: Die erfolgreiche Produktpositionierung im Luxusgütersegment
  • Width: 148 mm


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Neuromarketing als Instrument für modernes Markenmanagement: Die erfolgreiche Produktpositionierung im Luxusgütersegment
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Neuromarketing als Instrument für modernes Markenmanagement: Die erfolgreiche Produktpositionierung im Luxusgütersegment
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