Audio books in France and Germany : the adoption behaviour, user types and resulting managerial implications
Langue Anglais
Langue Anglais
Auteur(s) : Lück, Kristin
Directeur(s) : Munzel, Andreas
Date de création : 30-06-2013
Résumé(s) : The French audio book market is – in comparison to other European markets and especially the German one – rather poorly developed. This study tries to analyse the reasons for the differences concerning the adoption behaviour and gives advice on how to better approach the French market based on a clustering of users and non-users of audio books and the Technology Acceptance Model.
Discipline : Négociation et Management commercial
Mots-clés libres : Livres audio Marketing France, Négociation et Management commercial, audiobooks, market analysis, France, Germany, étude de marché, Allemagne, 650 Gestion et organisation de l'entreprise
Couverture : FR
Directeur(s) : Munzel, Andreas
Date de création : 30-06-2013
Résumé(s) : The French audio book market is – in comparison to other European markets and especially the German one – rather poorly developed. This study tries to analyse the reasons for the differences concerning the adoption behaviour and gives advice on how to better approach the French market based on a clustering of users and non-users of audio books and the Technology Acceptance Model.
Discipline : Négociation et Management commercial
Mots-clés libres : Livres audio Marketing France, Négociation et Management commercial, audiobooks, market analysis, France, Germany, étude de marché, Allemagne, 650 Gestion et organisation de l'entreprise
Couverture : FR
Type : Mémoire de Master, Memoire Unistra
Format : PDF
Source(s) :
Format : PDF
Source(s) :
- http://www.sudoc.fr/243231148
Entrepôt d'origine : 
Identifiant : ecrin-ori-95688
Type de ressource : Ressource documentaire
Identifiant : ecrin-ori-95688
Type de ressource : Ressource documentaire