Werbepsychologie: Ganzheits- Und Gestaltpsychologische Grundlagen Der Werbung

Name: Werbepsychologie: Ganzheits- Und Gestaltpsychologische Grundlagen Der Werbung
Brand: Gabler Verlag
SKU: 9783409368728
Price: 3776.0 INR
Availability: InStock

by Helmut Jacobi

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ISBN13: 9783409368728
Binding: Paperback
Subject: N/A
Publisher: Gabler Verlag
Publisher Imprint: Gabler Verlag
Publication Date: January 1, 1972
Pages: 140
Original Price: EUR 51.39
Language: German
Edition: Softcover Repri
Item Weight: 241 grams
BISAC Subject(s): General

About The Book

17 amerikanischen Bereich, mit Fragen der Distribution und ihrer Rationali- sierung auseinandergesetzt hatte. Wachsender Wohlstand stellt die Absatzwirtschaft hochindustrialisierter Volkswirtschaften vor neue Aufgaben. Nach Sattigung der elementaren Grundbedtirfnisse des Menschen kann der Produzent neuer Waren nicht unbedingt mit einer Nachfrage nach seinen Erzeugnissen rechnen. Eine engere Verbindung zwischen Produktion und Absatz erweist sich somit als unerlaBlich. Sie wurde vollzogen in der modernen Lehre vom Marketing, das Kropff als die "Zusammenfassung alIer MaBnahmen, welche den FluB der Waren vom Hersteller tiber den Handler bis zum letzten Verbraucher 13 fordern und sichern )", bezeichnet. P. Drucker betont die Praponderanz absatzwirtschaftlicher Fragen besonders stark: "Es gibt nur eine einzige richtige Definition des Unternehmenszweckes, namlich die Schaffung von Absatzmarkten. Markte sind nicht von Gott ge- geben, nicht von der Natur und auch nicht von irgendwelchen wirtschaft- lichen Kraften geschaffen, sondern es ist der Unternehmer, der sie schafft . . . . Weil es sein Zweck ist, Kaufer zu schaffen, hat jedes Unternehmen zwei grundlegende Aufgaben: Absatz schaffen und immer Neues bieten. Das sind 14 die beiden Funktionen des Unternehmers ). " In die betriebswirtschaftliche Theorie wird die Lehre vom Marketing durch Gutenbergs "absatzpolitisches Instrumentarium" einbezogen, das der Unter- nehmung folgende Moglichkeiten zur Absatzforderung gibtt5): 1. Absatzmethode 2. Preispolitik 3. Produktgestaltung 4. Werbung Die Wirkung aller vier Instrumente HiBt sich durch Anwendung psycholo- gischer Erkenntnisse verstarken. 1m Rahmen dieser Schrift werden jedoch nur die Werbung sowie einige Problemkreise der Produktgestaltung (Packungs-Layout u. a. m.

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