Scientific knowledge and practical advice are combined in this book. Leading scientists present their latest research results in the area of product and price bundling, with respect to optimization as well as to behavioral bundling approaches. In addition the reader will learn how to implement...

Cover -- Zum Inhalt/Zu den Autoren -- Titel -- Impressum -- Vorwort zur 11. Auflage -- Vorwort zur 10. Auflage -- Vorwort zur 9. Auflage -- Vorwort zur 6. Auflage -- Vorwort zur 1. Auflage -- Inhaltsübersicht -- Tabellen- und Abbildungsverzeichnis -- Erster Teil Grundlagen der...

Designed for students, scholars, and marketing research practitioners, this book is designed to take readers through the basics to an advanced understanding in qualitative marketing and consumer research