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Dokumenttyp:
Buchbeitrag 
Autor(en):
Fuchs, Christoph; Diamantopoulos, Adamantios 
Nicht-TUM Koautoren:
ja 
Kooperation:
international 
Titel:
Positioning Bases’ Influence on Product Similarity Perceptions 
Abstract:
The goal of many product positioning strategies is to create similarity perceptions with other products in the market. Product managers often seek to reach this goal by communicating the same information as competitors (e.g., highlighting the same product feature as an existing competitor product), which however, can also generate negative side effects (e.g., “me too” perceptions). This article introduces an alternative tactic aimed at overcoming such weaknesses, namely the communication of simi...    »
 
Seitenangaben Beitrag:
325-351 
Herausgeber:
Diamantopoulos, A.; Fritz, W.; Hildebrandt L. 
Buchtitel:
Quantitative Marketing and Marketing Management 
Titelzusatz:
Marketing Models and Methods in Theory and Practice 
Intellectual Contribution:
Discipline-based Research 
Verlag / Institution:
Springer 
Verlagsort:
Berlin 
Jahr:
2012 
Print-ISBN:
978-3-8349-3060-6 
E-ISBN:
978-3-8349-3722-3 
Key publication:
Nein 
Peer reviewed:
ja 
International:
Ja 
Book review:
Nein 
commissioned:
not commissioned 
Kategorie:
research 
Interdisziplinarität:
Ja 
Leitbild:
Communication, Information