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Markus Voeth entwickelt eine neue Conjoint-Variante, die Hierarchische Individualisierte Limit Conjoint-Analyse (HILCA), mit deren Hilfe eine Vielzahl von Nutzendimensionen erfasst und reales Kaufverhalten zutreffender analysiert und prognostiziert werden kann.
International Marketing is an adaptation of a best-selling German text, which considers the global marketing arena from a new and original perspective. How can for example an exchange of marketing knowledge across borders add value to a company's position in other markets?
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