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Der Anlass bestimmt das Format – Situative Mehrwerte digitaler In-Store-Anwendungen

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  • Hesse, Andreas
  • Esser, Martin

Abstract

Wie nehmen Konsumentinnen und Konsumenten digitale In-Store-Anwendungen wahr? Entlang der Kundensituation (Customer Journey) vor Ort leiten die Autoren, basierend auf qualitativen Interviews mit Kundinnen und Kunden sowie Expertinnen und Experten her, wie solche Anwendungen erfolgversprechend realisiert werden können, um Marken- und Serviceerlebnisse gezielt zuzuschneiden.

Suggested Citation

  • Hesse, Andreas & Esser, Martin, 2022. "Der Anlass bestimmt das Format – Situative Mehrwerte digitaler In-Store-Anwendungen," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 39(5), pages 20-27.
    • Handle: RePEc:zbw:hsgmrs:276203
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