Konsumentenverhalten
 (27.04.2022)

39,00 €*

Produktnummer: 9783170377882
Verlag: Kohlhammer
Author: Boltz, Dirk-Mario & Trommsdorff, Volker
ISBN: 978-3-17-037788-2
Erscheinungsdatum: 27.04.2022

       
Produktinformationen "Konsumentenverhalten"
  • Kohlhammer
  • Boltz, Dirk-Mario & Trommsdorff, Volker
  • 978-3-17-037788-2
  • 27.04.2022
  • 155 x 11 x 232 (B/T/H)
  • 591
  • Kohlhammer Edition Marketing
  • deutsch
  • 9., überarbeitete Auflage
  • Studierende und Dozenten der Wirtschaftswissenschaften und des Marketing.
  • 360 Seiten
  • 7 %

  • This standard work provides a scholarly and clear introduction to understanding consumer behaviour both for those with practical involvement in marketing and for students in bachelor=s and master=s programs. Other works in the field classify the determinants of consumer behaviour into internal and external factors. This new edition stays with the tried and tested Trommsdorff approach, according to which behaviour is explained by states and processes. Knowledge of the states of the target persons (activation, emotions, motives, attitudes, values, lifestyles) makes it possible for marketing activities to adapt to and segment target groups in specific ways. Understanding the processes (perceiving, learning, storing and deciding) helps marketing practice to communicate appropriately and influence consumers effectively. Post-purchasing behaviour, which is becoming increasingly important in practice, is discussed in a separate chapter, and futile consumer behaviour is also examined. Socially problematic issues are becoming an increasing concern. Further developments in methods of marketing and behavioural research are presented chapter by chapter. The theoretical foundations are illustrated in a practical manner with plenty of updated examples.

    Biographie - Boltz, Dirk-Mario & Trommsdorff, Volker

    Prof. Dr. Dirk-Mario Boltz lehrt und forscht über Marketing und Kommunikation an der Hochschule für Wirtschaft und Recht Berlin. Prof. em. Dr. Volker Trommsdorff gilt mit Werner Kroeber-Riel als Pionier der verhaltenswissenschaftlichen Marketingforschung. Von 1978 bis 2012 war er Inhaber des Lehrstuhls für Marketing der Technischen Universität Berlin.
    Hauptlesemotive: Verstehen
    Produktart: Taschenbuch
    Produktform: Taschenbuch

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