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| Author: | Bauer, H. H. Hannig, U. |
| Title: | Die erfassung der Substitutionswirkung eines neuartigen Elektrowerkzeuges für den Heimwerker-Markt. |
| Journal: | Marketing: Zeitschrift fur Forschung und Praxis
1987 : FEB, VOL. 9:1, p. 5-7, 10-15 |
| Index terms: | DIY ELECTRONICS INDUSTRY POSITIONING NEW PRODUCTS |
| Language: | ger |
| Abstract: | To plan the introduction of a new product methodically, models of product positioning have been developed. It is often very important to make use of the substitution-in-use-approach to examine the interrelations of substitution between the new product and other market objects. This contribution uses the example of the introduction of a new electronic tool for the do-it-yourself market, and it demonstrates how insights into competitive relations with the help of use situations have been translated into introduction strategies. |
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