search query: @freeterm UNTERNEHMENSSTRATEGIE, PRODUKTPOLITIK, / total: 8
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| Author: | Simonson, I. |
| Title: | Get closer to your customers by understanding how they make choices (Kaufverhalten; Absatzstrategie) |
| Journal: | California Management Review
1993 : SUMMER, VOL. 35:4, p. 68-84 |
| Index terms: | |
| Freeterms: | MARKETINGSTRATEGIE, UNTERNEHMENSSTRATEGIE, PRODUKTPOLITIK, PREISPOLITIK, WERBUNG |
| Language: | eng |
| Abstract: | The development of customer driven strategies requires to identify what customers want. This approach is effective when consumers know what they want and have stable preferences. However, research shows that consumers' wants are often fuzzy, unstable, and susceptible to seemingly irrelevant factors. Therefore, being close to the customer means to understand how consumers' preferences are shaped and influenced. This article discusses ways how to use current knowledge about the psychology of customer choice in the development of product, positioning, pricing, communications, and selling strategies. |
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