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Marketing und Konsumentenpsychologie. Der Einfluss emotionaler Werbung auf Kaufentscheidungen

Marketing und Konsumentenpsychologie. Der Einfluss emotionaler Werbung auf Kaufentscheidungen

          
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About the Book

Bachelorarbeit aus dem Jahr 2019 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Hochschule Coburg (FH), Sprache: Deutsch, Abstract: Zentrales Ziel der Arbeit ist es, herauszufinden, inwiefern emotionale Werbebotschaften das Kaufverhalten von Konsumenten letztendlich beeinflussen können. Neben den klassischen Werbeinhalten und Kommunikationsinstrumenten soll zudem das sogenannte Neuromarketing untersucht werden, um den Ursprung und die Reichweite emotionaler Einflüsse zu verstehen. Um ein Produkt oder eine Dienstleistung erfolgreich zu vermarkten, spielt die Werbung eine zentrale Rolle beim Verkaufsprozess. Ziel eines jeden Unternehmens ist es dabei, den Bekanntheitsgrad der Marke zu erhöhen und beim Konsumenten einen Kaufanreiz auszulösen. Nur durch den Verkauf von Produkten oder Dienstleistungen können die Kosten für alle wesentlichen Vorgänge in einem Unternehmen gedeckt und der Gewinn maximiert werden. Die Gestaltung und Veröffentlichung von Werbung trägt somit im Wesentlichen dazu bei, das Markenimage positiv zu beeinflussen und den ersten Schritt in Richtung einer langfristigen Kundenbindung zu gehen.


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Product Details
  • ISBN-13: 9783346577412
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 76
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3346577414
  • Publisher Date: 17 Nov 2021
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 109 gr


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Marketing und Konsumentenpsychologie. Der Einfluss emotionaler Werbung auf Kaufentscheidungen
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