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Konsumentenverständnis: Verhaltenswissenschaftliche Grundlagen

Konsumentenverständnis: Verhaltenswissenschaftliche Grundlagen

          
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About the Book

Das Ziel dieses Buches ist es, aus interdisziplinärer Perspektive ein Verständnis über den Menschen als Konsument im digitalen Zeitalter aufzubauen. Es hilft uns zu verstehen, welche Kräfte und Motive uns antreiben und was unser Tun beeinflusst. Harald Kindermann zeigt, wie wir dieses Konsumentenverständnis auf wirtschaftliche Fragestellungen eines Unternehmens - und insbesondere für die Ausgestaltung der marketingpolitischen Instrumente - umlegen können. Der Autor vermittelt dem Leser das notwendige Basiswissen, damit er beurteilen kann, ob Produkte, Marken sowie die Ausgestaltung der Kommunikationspolitik tatsächlich die Bedürfnisse der Konsumenten treffen oder am intendierten Ziel vorbeischießen. Das Kapitel zu den physiologischen und anatomischen Grundlagen wurde mit der Unterstützung von Dr. Dr. Andrija Javor, Facharzt für Neurologie in Zug, Schweiz, verfasst.Mit diesem Buch können Sie mit der kostenlosen Springer Nature Flashcards-App auf exklusives Zusatzmaterial zugreifen, um Ihr Wissen zu prüfen.Der Inhalt- Die Evolution als Basis für unser Verhalten- Signale, Partnerwahlstrategien und unser Selbstkonzept- Wichtige physiologische und anatomische Grundlagen- Gedächtnis- Wahrnehmung und Interpretation von Informationen- Lernen- Entscheidungen und Beeinflussungen- Konsumentenverständnis und Marketing


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Product Details
  • ISBN-13: 9783658281601
  • Publisher: Springer Fachmedien Wiesbaden
  • Publisher Imprint: Springer Gabler
  • Height: 244 mm
  • No of Pages: 324
  • Spine Width: 18 mm
  • Weight: 557 gr
  • ISBN-10: 365828160X
  • Publisher Date: 04 Feb 2020
  • Binding: SA
  • Language: German
  • Returnable: Y
  • Sub Title: Verhaltenswissenschaftliche Grundlagen
  • Width: 170 mm


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Konsumentenverständnis: Verhaltenswissenschaftliche Grundlagen
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