Abstract
Consumer purchase behavior is changing. This observation is underlying the MARKETING SCIENCE INSTITUTE’S central research priority “Understanding Customers and the Customer Experience”, and is a fact that is equally well acknowledged by academic researchers and marketing managers. In literature, the profound changes are often related to two underlying trends in industry dynamics.
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© 2017 Springer Fachmedien Wiesbaden GmbH
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Dierks, A. (2017). Chapter A: Changing consumer behavior as a challenge for brand management. In: Re-Modeling the Brand Purchase Funnel. Innovatives Markenmanagement. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-17822-2_1
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DOI: https://doi.org/10.1007/978-3-658-17822-2_1
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Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-17821-5
Online ISBN: 978-3-658-17822-2
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