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Marketingstrategien von Unternehmen. Verstehen und Nutzen der Effekte: Irrational Purchase Decisions of Individuals

Marketingstrategien von Unternehmen. Verstehen und Nutzen der Effekte: Irrational Purchase Decisions of Individuals

          
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About the Book

Studienarbeit aus dem Jahr 2019 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,2, Brandenburgische Technische Universität Cottbus, Sprache: Deutsch, Abstract: In der vorliegenden Arbeit werden die systematische Irrationalität bei dem Prozess der Kaufentscheidung diskutiert. Und wird anhand der Praxisbeispiele geklärt, auf welche Marketinginstrumente die einzelnen Effekte generell übertragbar sind und welche konkreten organisatorischen Implikationen sich daraus ergeben. Wie können Unternehmen die Kaufenscheidungen der Verbraucher beeinflussen und davon profitieren? In den letzten Jahren hat die Welt mehrere Veränderungen, Entwicklungen, Phänomene und Ereignisse erlebt. Folgen, Wirkungen, Auswirkungen, Auswirkungen und Einflüsse haben die meisten Bereiche betroffen, und der Mensch ist mit seinem Lebensstandard und seinem Lebensstil, seinem Verhalten, seinen Gewohnheiten und Erwartungen diesem Einfluss nicht entgangen und wurde auf die eine oder andere Weise beeinflusst, und die Auswirkungen haben mehrere Ebenen und Dimensionen umfasst. Die Globalisierung der Märkte, der Wettbewerb, die technologische Entwicklung und andere Faktoren haben das Verbraucherverhalten nicht mehr zu dem gemacht, was es früher war. In der Vergangenheit hatten Ökonomen eine skeptische Haltung gegenüber dem Studium irrationaler Verhaltensmodelle in der Ökonomie. Die meisten dieser Unregelmäßigkeiten wurden als Fehler eingestuft. Aber in den letzten Jahren sind sich immer mehr Fachleute einig, dass die klassische Wirtschaftstheorie nicht immer dem Verhalten entspricht, das jedes Mal beobachtet wird. Der Mensch verhält sich nicht unter allen Bedingungen rational, und genau das muss berücksichtigt werden. Das menschliche Verhalten bei der Auswahl der Verbraucher war schon immer ein Anliegen der Wirtschaftstheoretiker sowie für Psychologen. Ökonomen betonen die Bedeutung des Nutzens für die Entscheidungsfindung, während Psychologen versuchen, verschiedene extrinsische und i


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Product Details
  • ISBN-13: 9783668996052
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 44
  • Spine Width: 3 mm
  • Weight: 68 gr
  • ISBN-10: 3668996059
  • Publisher Date: 11 Jul 2019
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Irrational Purchase Decisions of Individuals
  • Width: 148 mm


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Marketingstrategien von Unternehmen. Verstehen und Nutzen der Effekte: Irrational Purchase Decisions of Individuals
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