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Echte und unechte Synästhesien: Erkenntnisse für die Produkt- und Kommunikationsgestaltung

Echte und unechte Synästhesien: Erkenntnisse für die Produkt- und Kommunikationsgestaltung

          
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About the Book

Warum verwendet der Mensch nur bestimmte Produkte? Welche Gesetzmäßigkeiten verbergen sich hinter dem Konsum? Und was ist das Geheimnis erfolgreicher Marken? Die Floprate neuer Produkte steigt stetig. Die Produkte, die sich am Markt behaupten können, kämpfen gegen die Austauschbarkeit. Bemühungen der Differenzierung sind nicht immer erfolgreich, denn ein Anderssein bedeutet nicht zugleich Gutsein. Für Marketingverantwortliche stellen sich oftmals folgende Fragen: "Wie sieht es aus?", "Wie hört es sich an?", "Wie riecht es?", "Wie schmeckt es?" und "Wie fühlt es sich an?". Nicht alle Sinne lassen sich über jeden Werbekanal abbilden. Aber sie lassen sich ersetzen - durch den sinnvollen Einsatz gelernter Assoziationsbilder. Das vorliegende Buch beschäftigt sich mit dem multisensualen Zusammenspiel einzelner Produktmerkmale und betrachtet hierzu zahlreiche Produkte aus der Praxis, denn nicht immer sind die Implementierungen erfolgreich, einige Akzeptanzprobleme sind vorhersehbar und manche Fehler lassen sich durch eingehende Analysen vermeiden. Dafür ist v.a. die Kenntnis synästhetischer Effekte erforderlich, die in den folgenden Kapiteln umfassend von verschiedenen Seiten theoretisch und praxisnah anhand von Beispielen aus der Werbewelt beleuchtet werden. Ein umfassend recherchiertes und eigenständig aufbereitetes Kapitel über Farben und deren Lehre bildet ein kleines Highlight des Titels.
About the Author: Juliane Lange, MBA, wurde 1984 in Erfurt geboren. Ihr berufsbegleitendes Studium der Wirtschaftswissenschaften an der Hochschule Harz schloss sie im Jahre 2013 mit dem akademischen Grad Master of Business Administration erfolgreich ab. Bereits während des Studiums sammelte die Autorin umfassende praktische Erfahrungen, u.a. im Consulting eines renommierten Münchner Beratungs- und Marktforschungsunternehmen sowie im Centermanagement eines marktführenden deutschen Immobilienunternehmens. Zudem ist Juliane Lange seit 2008 im Eventmanagement sowie als Dozentin für (Neuro-)Marketing und Human Ressource Management selbstständig tätig.


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Product Details
  • ISBN-13: 9783954253906
  • Publisher: Disserta Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Weight: 190 gr
  • ISBN-10: 3954253909
  • Publisher Date: 24 Apr 2014
  • Height: 210 mm
  • No of Pages: 150
  • Series Title: German
  • Sub Title: Erkenntnisse für die Produkt- und Kommunikationsgestaltung
  • Width: 148 mm


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