Влияние маркетингово-коммуникационных факторов на сокращение времени принятия решения о покупке новой телекоммуникационной услуги постоянными клиентами (часть 2) 
Принс Р., Верхоев П.

Результаты исследования;
Маркетинговые коммуникации;
Независимые переменные;
Интерактивные эффекты;
Обсуждение результатов и сфера применения;
Ограничения применения и перспективы исследования;

Ключевые слова: принятие нового продукта, время принятия нового продукта, оценка результатов, интерактивные эффекты, маркетинговые коммуникации

Аннотация

Уважаемые читатели, в этом номере мы публикуем продолжение работы голландских маркетологов о влиянии прямого и массмедийного маркетинга на время принятия решения о покупке постоянным клиентом. Массмедийный маркетинг включает как специфическую рекламу конкретной услуги, так и продвижение бренда в целом фокусным производителем и конкурентами. В этой части статьи представлено обсуждение результатов проведенного исследования.

Журнал: «Маркетинговые коммуникации» — №6, 2008 (© Издательский дом Гребенников)
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Принс Ремико

Соискатель степени доктора наук в институте менеджмента университета Эразмус.

Другие статьи автора 2

Верхоев Питер С.

Профессор маркетинга на факультете экономики университета Гронингена.

Другие статьи автора 2