Context-Marketing: Der Schlüssel Zum Verbraucherverhalten
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Das Buch zeigt, wie Erkenntnisse der Verhaltensforschung beziehungsweise Behavioral Economics f�r Context-Marketing genutzt werden k�nnen, indem das Konsum- und Entscheidungserhalten der Menschen entschl�sselt wird. Denn Alltagskontexte steuern �ber den Autopiloten menschliche Entscheidungen und �ffnen dadurch Verbraucher schneller f�r Marken. Die Dynamik des Marketing- und Kommunikationsumfeldes unserer Zeit bietet viel Raum f�r kreative und innovative Anwendungen von Context Thinking. So lassen sich mittlerweile branchen�bergreifend auch zahlreiche Best Practices darstellen, wie kontextbezogene Anwendungen seitens Markenartikler, Unternehmen und Agenturen zielgruppenad�quat und erfolgreich umgesetzt wurden. Die wachsende Rolle einer Kontextbetrachtung bringt im vorliegenden Sammelband auch die Perspektiven aus dem Blickwinkel von Unternehmensberatern, Kommunikationsprofis und Experten des Digitalen Marketings ein, die �ber ihre spezifische Ausrichtung zu einer m�glichst vielf�ltig angelegten Sichtweise inspirieren.
Ralph Ohnemus ist langjähriger Marketing- und Vertriebsexperte in Führungspositionen von internationalen Unternehmen in FMCG, Mode, Medien und Telekommunikation und seit 2001 Vorstand sowie Hauptanteilseigner bei dem Marktforschungs- und Markenberatungsinstitut K&A BrandResearch. Neben der Kundenbetreuung ist er Fachautor und Speaker zu Marketing-Themen und Influencer durch eigene marktübergreifende BrainCandys.
Dr. Uwe H. Lebok ist Marketing-Experte für Markenpositionierung in Kontexten und kreativer Impulsgeber für Marken in "Sackgassen". Der promovierte Demograph unterstützt als Vorstand bei K&A BrandResearch vor allem mittelständische Unternehmen mittels researchbasierter Markenstrategien. Darüber hinaus ist er Autor zahlreicher marketingrelevanter Fachartikel, Speaker und Lehrbeauftragter für Sozialmarketing.
Florian Klaus ist Diplom-Psychologe und betreut bei K&A BrandResearch als Director Brand Psychology nationale und internationale Kunden aus den Bereichen Food und Beverage, Telekommunikation und neue Medien. Als psychologischer Marktforscher ist er Autor einschlägiger Fachartikel, Experte für Psychodrama Research und "Antreiber" für Context Thinking in der Markenberatung.
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