Die Bedeutung Von Value Co-Creation Fuer Die Marke - Bookswagon
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Home > Business and Economics > Business and Management > Business studies: general > Die Bedeutung Von Value Co-Creation Fuer Die Marke: Eine Empirische Analyse Aus Konsumentensicht Am Beispiel Von Internetbasierten Anwendungen Zur Produktindividualisierung Im Konsumguetermarkt(27 Strategisches Marketingmanagement)
Die Bedeutung Von Value Co-Creation Fuer Die Marke: Eine Empirische Analyse Aus Konsumentensicht Am Beispiel Von Internetbasierten Anwendungen Zur Produktindividualisierung Im Konsumguetermarkt(27 Strategisches Marketingmanagement)

Die Bedeutung Von Value Co-Creation Fuer Die Marke: Eine Empirische Analyse Aus Konsumentensicht Am Beispiel Von Internetbasierten Anwendungen Zur Produktindividualisierung Im Konsumguetermarkt(27 Strategisches Marketingmanagement)


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About the Book

In der grundlegenden Marketingtheorie zeichnet sich ein Trend zu einem Wandel der Betrachtungsweise von Wertschöpfung durch Produkte und Services ab. In diesem Zusammenhang werden Konsumenten nicht mehr einzig als Empfänger einer Leistung betrachtet, sondern als aktive Teilnehmer in der Wertschöpfung (Value Co-Creation). Durch eine interaktive Beteiligung des Konsumenten wird ein personalisiertes Erlebnis geschaffen, welches zusätzlichen Wert für den Beteiligten generiert. Die Arbeit überträgt diese Annahme auf die Generierung von Markenwert und bestätigt mittels qualitativer und quantitativer Empirie am Beispiel von internetbasierten Produktindividualisierungen den Einfluss von Value Co-Creation auf die konsumentenseitige Nähe, Wertschätzung und Persönlichkeitswahrnehmung der Marke.

About the Author :
Linn Thomas studierte Betriebswirtschaftslehre an der Universität Münster, der University of Sydney und der University of California, Los Angeles. Anschließend forschte sie an der EBS Universität für Wirtschaft und Recht und war Geschäftsführerin des Instituts für Marketing-Management und -Forschung (IMMF) e.V. Sie hat Lehraufträge an der EBS sowie der Württembergischen Verwaltungs- und Wirtschafts-Akademie und ist im Konsumgütermarketing tätig.


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Product Details
  • ISBN-13: 9783653988352
  • Publisher: Peter Lang GmbH
  • Publisher Imprint: Peter Lang GmbH
  • Language: German
  • Series Title: 27 Strategisches Marketingmanagement
  • ISBN-10: 3653988357
  • Publisher Date: 11 Jun 2014
  • Binding: Digital (delivered electronically)
  • No of Pages: 232
  • Sub Title: Eine Empirische Analyse Aus Konsumentensicht Am Beispiel Von Internetbasierten Anwendungen Zur Produktindividualisierung Im Konsumguetermarkt


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Die Bedeutung Von Value Co-Creation Fuer Die Marke: Eine Empirische Analyse Aus Konsumentensicht Am Beispiel Von Internetbasierten Anwendungen Zur Produktindividualisierung Im Konsumguetermarkt(27 Strategisches Marketingmanagement)
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Die Bedeutung Von Value Co-Creation Fuer Die Marke: Eine Empirische Analyse Aus Konsumentensicht Am Beispiel Von Internetbasierten Anwendungen Zur Produktindividualisierung Im Konsumguetermarkt(27 Strategisches Marketingmanagement)
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Die Bedeutung Von Value Co-Creation Fuer Die Marke: Eine Empirische Analyse Aus Konsumentensicht Am Beispiel Von Internetbasierten Anwendungen Zur Produktindividualisierung Im Konsumguetermarkt(27 Strategisches Marketingmanagement)

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