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Download In-store Mobile Marketing-Kommunikation: Empirische Analysen by Marcel Stafflage PDF

By Marcel Stafflage

Marcel Stafflage untersucht eine neue und wirksame Möglichkeit der Kundenansprache innerhalb der mobilen Marketingkommunikation des stationären Handels und setzt sich mit zentralen Gestaltungsgrößen auseinander. Auf foundation eines integrativen Forschungsmodells analysiert der Autor mittels empirischer Studien die Bedeutung ausgewählter Determinanten in Bezug auf die Kaufabsicht.

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