By Melanie Krämer

Melanie Krämer untersucht mit Hilfe von empirisch-experimentellen Studien, welche Faktoren ein Preissystem komplex machen, wie Konsumenten Preiskomplexität wahrnehmen und welche Auswirkungen sich daraus für die Kaufentscheidung ergeben.

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Preiskomplexität: Gestaltungsmerkmale, Kundenwahrnehmung und Auswirkungen (Schriftenreihe des Instituts für Marktorientierte Unternehmensführung (IMU), Universität Mannheim) (German Edition) by Melanie Krämer


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