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Käuferverhalten: Customer Insights - Customer Journey - Customer Relations by Bernhard Swoboda

Käuferverhalten: Customer Insights - Customer Journey - Customer Relations

by Bernhard Swoboda , Hanna Schramm-Klein
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Book cover type: Paperback
  • ISBN13: 9783658451202
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Springer Gabler
  • Publisher Imprint: Springer Gabler
  • Publication Date:
  • Pages: 357
  • Original Price: EUR 42.047
  • Language: German
  • Edition: 7., Uberarbeite
  • Item Weight: 590 grams
  • BISAC Subject(s): Marketing / General

Das Verständnis des Käuferverhaltens ("Customer Insights") steht traditionell im Zentrum aller Marketingüberlegungen und dient als Grundlage, um Kunden zu beeinflussen und Kundenbeziehungen zu gestalten - unabhängig davon, ob diese primär online, offline oder in Kombination unterschiedlicher Kanäle erfolgen. Vor diesem Hintergrund verfolgt das Lehrbuch drei zentrale Zielsetzungen:

  • Es liefert fundierte Einblicke in die Grundlagen des Kaufverhaltens von Konsumenten und Organisationen.
  • Es erweitert die Perspektive über traditionelle aktivierende und kognitive Prozesse hinaus und beleuchtet die "Consumer Journey" in den Phasen vor, während und nach dem Kauf mit dem Ziel, die Kundenloyalität zu fördern.
  • Es integriert die Offline- und die Online-Perspektive und berücksichtigt Omni-Channel-Aspekte im Käuferverhalten. Dabei werden auch neue Offline- und Online-Perspektiven ebenso wie Online-Datenzugänge sowie Technologien wie Virtual Reality (VR), Augmented Reality (AR) oder Künstliche Intelligenz (KI) berücksichtigt.

Die Darstellungen werden durch praxisnahe Beispiele aus der Industrie, dem Dienstleistungssektor und dem Handel unterstützt. Der praktischen Bedeutung und der empirischen Messung werden jeweils gesonderte Abschnitte gewidmet.

In der siebten Auflage wurden alle Kapitel überarbeitet und um neue Erkenntnisse und Themenbereiche wie Online- und Omni-Channel-Aspekte des Käuferverhaltens sowie aktuelle Beispiele erweitert.

Prof. Dr. Prof. h.c. Bernhard Swoboda ist Inhaber der Professur für Betriebswirtschaftslehre, insbesondere Marketing und Handel, an der Universität Trier.

Prof. Dr. Hanna Schramm-Klein ist Inhaberin der Professur für Betriebswirtschaftslehre, insbesondere Marketing und Handel, an der Universität Siegen.

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