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Print und Digital: Die Entwicklung des Konsumentenverhaltens im digitalen Zeitalter

Print und Digital: Die Entwicklung des Konsumentenverhaltens im digitalen Zeitalter

          
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About the Book

Noch vor wenigen Jahren war der Weg zum Briefkasten oder zum Zeitungsladen an der Ecke der erste und oftmals auch einzige Weg, um sich über die aktuellen Nachrichten des Vortages zu informieren. Kein Medium konnte täglich einen so detaillierten und umfangreichen Blick über die tagesaktuellen Nachrichten verschaffen wie die Zeitung. Mit der Entstehung und rasend schnellen Weiterentwicklung des Internets löst sich diese Monopolstellung immer weiter auf. Heute, im digitalen Zeitalter, beginnt oftmals der erste Weg, um sich über die aktuellen Nachrichten detailliert zu informieren, mit dem Griff zum Laptop oder Smartphone. Das primäre Ziel der vorliegenden Arbeit ist, anhand einer empirischen Untersuchung herauszufinden, inwiefern sich das Verhalten der Konsumenten im digitalen Zeitalter entwickelt hat. Eine Fokussierung liegt dabei auf den Medien Print und Digital. Es soll ein Verständnis über das allgemeine Konsumentenverhalten und das Verhalten während eines Kaufprozess geschaffen werden. Dazu werden die unterschiedlichen Prozesse während eines Kaufaktes dargestellt und erklärt. Anschließend werden die Begriffe des Massenmediums und der Massenkommunikation definiert und die in Deutschland gängigen Massenmedien näher betrachtet. Da die Print- und digitalen Medien den Kernpunkt der Arbeit darstellen, werden diese im weiteren Verlauf einer genaueren Betrachtung unterzogen. Im empirischen Teil der Arbeit wird primär das veränderte Verhalten der Konsumenten im digitalen Zeitalter untersucht. Des Weiteren wird das Leseverhalten in der Gegenwart und Zukunft durchleuchtet. Zum Schluss werden die Ergebnisse der empirischen Erhebung analysiert und mit Handlungsempfehlungen für Unternehmen versehen.


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Product Details
  • ISBN-13: 9783959348447
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Weight: 104 gr
  • ISBN-10: 3959348444
  • Publisher Date: 10 Dec 2015
  • Height: 210 mm
  • No of Pages: 78
  • Series Title: German
  • Sub Title: Die Entwicklung des Konsumentenverhaltens im digitalen Zeitalter
  • Width: 148 mm


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