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Marketingstrategien im Merchandising

In: Haptische Werbung. Merchandising. Licensing

Author

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  • Michael Kleinjohann

    (ISM International School of Management)

Abstract

Zusammenfassung Merchandising bietet neben der Generierung von ökonomisch relevanten Umsätzen und dem Potenzial der indirekten Bewerbung des Merchobjekts Unternehmen ein psychologisch vielfältiges Portfolio in der Adressierung von Zielgruppen u. a. mit der endemischen Erweiterung des Merchobjekts, dem affektiven Schwelgen in der Vergangenheit, der Inszenierung des Selbstkonzeptes oder dem Ausleben des Sammeltriebes.

Suggested Citation

  • Michael Kleinjohann, 2025. "Marketingstrategien im Merchandising," Springer Books, in: Haptische Werbung. Merchandising. Licensing, chapter 0, pages 267-317, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-49129-1_9
    DOI: 10.1007/978-3-658-49129-1_9
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