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Published in:
2015 | OriginalPaper | Chapter
Conjoint Analysis as an Instrument for Marketing Controlling in Service Companies: The Example of the Mannheim National Theater
Authors : Martin Ohlwein, Ralf Schellhase, Birgit Franken
Published in: Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference
Publisher: Springer International Publishing
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A new marketing concept was introduced by the Mannheim Nationaltheater at the start of the 1996/97 season. An empirical study attempts to detennine whether theater patrons derive a greater utility from the new concept or from that effective during the previous season. The suitability of the conjoint analysis as an instrument for marke-ting controlling is demonstrated convincingly.