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Konsumentenverhalten: Konsumenten Verstehen - Marketingmaßnahmen Gestalten

Konsumentenverhalten: Konsumenten Verstehen - Marketingmaßnahmen Gestalten

          
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About the Book

Detailliertes Lehrbuch mit Schwerpunkt auf der Konsumentenverhaltensforschung
Dieses Lehrbuch geht der zentralen Frage nach, ob und auf welche Weise uns Werbung im Kaufentscheidungsprozess nachhaltig beeinflusst. Hierfür wirft es einen Blick auf die Schwerpunkte des Konsumentenverhaltens sowie der Marktforschung. Im Zuge dessen vermittelt das Werk die Grundlagen des Verbraucherverhaltens verständlich und in klarer Sprache.
Warum ist der Einkaufswagen voller als geplant? Wieso will jeder unbedingt das neueste Smartphone? Die Autoren Stefan Hoffmann und Payam Akbar gehen in ihrem Buch "Konsumentenverhalten" auf folgende Themen ein:

  1. Sie beginnen mit dem Begriffsverständnis und umreißen den theoretischen sowie methodischen Ansatz des Konsumentenverhaltens knapp.
  2. Anschließend besprechen sie Einflüsse auf das Konsumentenverhalten, welche sich voranging in unserem Inneren abspielen: Motivation, Emotion und Kognition sowie Einstellung und Entscheidung.
  3. Danach zeigen sie auf, dass sich das Verhalten zwischen verschiedenen Konsumentengruppen systematisch unterscheidet. Sie betrachten hierfür Einflüsse aus der sozialen, physischen sowie medialen Umwelt.
  4. Am Ende des Konsumentenverhalten-Buchs verdeutlichen sie, wie das Kaufverhalten in allgemeine gesellschaftliche Entwicklungen eingebettet ist und sich damit im Laufe der Zeit stetig wandelt.
Diese zweite Auflage des Buchs wurde von den Autoren überarbeitet und aktualisiert.

Anschauliches Lehrbuch zur Prüfungsvorbereitung mit vielen praktischen Hilfestellungen

Das Lehrbuch "Konsumentenverhalten" richtet sich an Studierende aus den folgenden Fachbereichen:

  • Betriebswirtschaftslehre
  • Psychologie
  • Kommunikationswissenschaften
  • Angrenzende Disziplinen
Es folgt einem durchgängigen didaktischen Konzept: Als Leser beobachten Sie die fiktiven Personen Lea und Ben in zahlreichen Konsumsituationen. Auf diese Weise lernen Sie wesentliche Theorien und Modelle lebendig und alltagsnah kennen. Folgende Elemente tragen zusätzlich dazu bei, dass Sie die Inhalte des Lehrbuchs "Konsumentenverhalten" schnell begreifen und effektiv erlernen können:
  • Fallbeispiele
  • Schilderungen einschlägiger Studien
  • QR-Codes zu Video-Content (z.B. Videos und Websites)
Damit eignet sich dieses Buch optimal zur Nachbereitung von Vorlesungen und zur Prüfungsvorbereitung. Am Ende jedes Kapitels finden Sie Fragen zur Selbstkontrolle und Literaturempfehlungen.


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Product Details
  • ISBN-13: 9783658235666
  • Publisher: Springer Fachmedien Wiesbaden
  • Binding: Paperback
  • Language: German
  • Returnable: Y
  • Sub Title: Konsumenten Verstehen - Marketingmaßnahmen Gestalten
  • Width: 170 mm
  • ISBN-10: 3658235667
  • Publisher Date: 12 Oct 2018
  • Height: 244 mm
  • No of Pages: 209
  • Spine Width: 12 mm
  • Weight: 367 gr


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Konsumentenverhalten: Konsumenten Verstehen - Marketingmaßnahmen Gestalten
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