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Walter Schertler
Strategisches Affinity-Group-Management [PDF ebook]
Entwicklung serviceorientierter Community-Geschaftsmodelle

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Cover von Walter Schertler: Strategisches Affinity-Group-Management (PDF)

Welche Marktbearbeitungsstrategien sind in Zukunft besonders erfolgversprechend? Für diese zentrale Fragestellung des Strategischen Managements leitet Walter Schertler auf Basis aktueller Forschungsergebnisse eine effektive Segmentierungslogik für Märkte ab. Im Mittelpunkt des Affinity-Group-Managements steht ein neues Zielgruppenverständnis, das die Marktsegmentierung an der Gruppensoziologie von Szenen orientiert und deren Affinitäten mit den virtuellen Möglichkeiten von Internet und Social Media kombiniert.

Die zweite Auflage beinhaltet die Überarbeitung und Aktualisierung des Affinity-Group-Ansatzes und seines Bezugsrahmens. Außerdem wurde das Lehrbuch um die aktuellen Themenkomplexe Service-Design und Service-Engineering im Rahmen des Strategischen Dienstleistungsmanagements erweitert. Diese werden darüber hinaus in den grundlegend neu konzipierten Ansatz für serviceorientierte Affinity-Group-Geschäftsmodelle von Communities integriert.

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Sprache Deutsch ● Format PDF ● ISBN 9783834969514 ● Verlag Gabler Verlag ● Erscheinungsjahr 2012 ● herunterladbar 3 mal ● Währung EUR ● ID 6391059 ● Kopierschutz Adobe DRM

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