Exploratory consumer buying behaviour

Roland Helm and Harald Hasselmann

Successful marketing today requires continuous identification of those consumer groups that are more open-minded towards new or relaunched products and services.

Exploratory consumer buying behaviour

How to identify innovator characteristics

Harald HasselmannIpsos Deutschland andRoland HelmUniversity of Jena

INTRODUCTION

Modern and successful marketing requires more and more tailor-made solutions. This is also true...

Learn more Get a demo