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Integrating the Means-End Approach Into the Product Positioning Process Using the Example of the Head Snowboarding Travel Boardbag in Germany

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Integrating the Means-End Approach into the Product Positioning Process Using the Example of the HEAD Snowboarding Travel Boardbag in Germany - Von Possel, Sabine
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Diploma Thesis from the year 2010 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, Hamburg University of Applied Sciences, language: English, abstract: The academic part of this paper discusses prevailing opinions and approaches to product positioning with a special focus on means-end theory and its significance for various aspects in the positioning process. While the means-end approach with its particular research technique and graphical representation ...

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Integrating the Means-End Approach into the Product Positioning Process Using the Example of the HEAD Snowboarding Travel Boardbag in Germany 2011, Grin Publishing

ISBN-13: 9783640996117

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