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Konsumentenverhalten Und Information by Heribert Meffert, Hatwig Steffenhagen, Hermann Freter

Konsumentenverhalten Und Information

by Heribert Meffert , Hatwig Steffenhagen , Hermann Freter
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Book cover type: Paperback
  • ISBN13: 9783409367219
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Publication Date:
  • Pages: 496
  • Original Price: EUR 51.39
  • Language: German
  • Edition: Softcover Repri
  • Item Weight: 790 grams
  • BISAC Subject(s): Economics / General

Die Zahl der Veroffentlichungen auf dem Gebiet des Konsumentenverhaltens ist im vergangenen Jahrzehnt explosionsartig angewachsen. Unter okonomischen, psycholo- gischen, sozial-psychologischen und soziologischen Aspekten wird eine kaum mehr ubersehbare Zahl von Fragestellungen aufgegriffen. Neben den Einstellungen hat dabei in jungster Zeit vor aHem der Problemkreis des Informationsverhaltens der Konsumen- ten das besondere Interesse der Forschung gefunden. Dies nicht zuletzt deshalb, wei! damit aktuelle Probleme der Marketingpolitik und der Verbraucherpolitik gleicher- magen beruhrt werden. Der vorliegende Samme1band informiert uber den aktueHen Stand der theoretischen und empirischen Forschung auf diesem Gebiet des Kauferverhaltens. Mit der Publika- tion bisher nicht veroffentlichter Beitrage aus dem deutschen und ange1sachsischen Sprachraum wird vor allem das Zie1 verfolgt, dem interessierten Fachmann den An- schlug an den aktueHen Wissensstand zu erleichtern. Angesichts des breiten Spektrums der mit dem Problemkreis "Konsumentenverhalten und Information" assoziierten ProblemsteHungen verbietet sich eine erschopfende Abdeckung des Gebietes von selbst. Statt dessen war uns besonders daran ge1egen, die neuesten Beitrage wichtiger Forschungsrichtungen auf diesem Gebiet vorzu tellen. Was die einze1nen Beitrage und Autoren betrifft, so bedarf es eines Hinweises auf die Entstehungsgeschichte dieses Samme1bandes. Es wurden alle aktiven Forscher auf die- sem Gebiet eingeladen, zu einem fest umrissenen Teilproblem einen Beitrag zu liefern. Letztlich kam damit ein Kompromig zwischen "Nachfrageorientierung" und "Ange- botsorientierung" in der Zusammenstellung der Beitriige zustande. Dabei ist besonders erfreulich, dag vor allem jungere Wissenschaftler bzw. der wissenschaftliche Nach- wuchs uberdurchschnittlich vertreten sind.

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