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Amazon Price: N/A (as of May 1, 2019 2:36 PM – Details). Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on the Amazon site at the time of purchase will apply to the purchase of this product.

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Mobile Marketing: Eine experimentelle Studie ueber den Einfluss von mobilen Verkaufsfoerdermaßnahmen auf die Einstellungsbildung und die Verhaltensabsichten … Marketingmanagement 30) (German Edition)

Amazon Price: N/A (as of May 1, 2019 7:46 AM – Details). Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on the Amazon site at the time of purchase will apply to the purchase of this product.

Anhand unterschiedlicher Produktkategorien untersucht diese experimentelle Studie den wachsenden M-Commerce-Markt. Die Autorin führt aus, wie der mobile Kommunikationskanal für Unternehmen eine Vielzahl einzigartiger Eigenschaften bietet. Im Mittelpunkt des Interesses steht dabei, welchen Einfluss Mobile Marketing auf die Einstellungsbildung hat und wie mobile Verkaufsfördermaßnahmen die Kaufentscheidung beeinflussen. Die Autorin fragt, welchen Einfluss QR-Codes, als pull-basierte mobile Verkaufsfördermaßnahme, auf Einstellung und Verhalten haben und stellt fest, dass die Stärke des Einflusses zwischen den Produktkategorien variiert.

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