haku: @indexterm Product differentiation / yhteensä: 236
viite: 80 / 236
| Tekijä: | Bauer, H. H. Huber, F. Hägele, M. |
| Otsikko: | Zur präferenzorientierten Messung der Werbewirkung |
| Lehti: | Marketing: Zeitschrift für Forschung und Praxis
1998 : HEFT 3, p. 180-194 |
| Asiasana: | ADVERTISING COMPANIES PRODUCT DIFFERENTIATION STRATEGY |
| Kieli: | ger |
| Tiivistelmä: | In mature markets, companies have the possibility to differentiate the products with a unique and clear advertising strategy. This kind of psychological product differentiation has an influence on the customers buying behaviour. The firms have to increase their advertising budgets to reach their target groups as there is even more information overload and messaging through mass media. |
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