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Konsumentenverhaltensforschung Im 21. Jahrhundert: Gewidmet Peter Weinberg Zum 65. Geburtstag by Andrea Gröppel-Klein

Konsumentenverhaltensforschung Im 21. Jahrhundert: Gewidmet Peter Weinberg Zum 65. Geburtstag

by Andrea Gröppel-Klein
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Book cover type: Paperback
  • ISBN13: 9783824481699
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Deutscher Universitatsverlag
  • Publisher Imprint: Deutscher Universitatsverlag
  • Publication Date:
  • Pages: 647
  • Original Price: EUR 84.1
  • Language: German
  • Edition: 2004
  • Item Weight: 862 grams
  • BISAC Subject(s): Marketing / General

Im Fokus dieses Buches steht die Entschl�sselung des "Mysteriums Konsument". Der Band gibt einen umfassenden �berblick �ber aktuelle, praxisrelevante und zukunftsweisende Forschungsthemen und -methoden des Konsumentenverhaltens im 21. Jahrhundert und ist als Lekt�re allen Wissenschaftlern, Studierenden und Praktikern empfohlen, die sich mit den Herausforderungen der Konsumentenforschung auseinander setzen m�chten.

Dabei werden psycho- und neurophysiologische Grundlagen des Konsumentenverhaltens dargestellt sowie Strategien des Einzelhandelsmarketing und ihre Wirkungen auf den Konsumenten diskutiert. Verschiedene verhaltenswissenschaftlich orientierte Beitr�ge zeigen, wie Marketing kundenorientiert gestaltet und die Markenf�hrung konsequent am Konsumenten ausgerichtet werden kann. Aktuelle Methoden geben Aufschluss �ber die quantitative und qualitative Analyse des Konsumentenverhaltens.

Die Autoren, renommierte Fachvertreter aus Wissenschaft und Praxis, widmen ihre Beitr�ge Universit�tsprofessor Dr. Peter Weinberg zum 65. Geburtstag.

Professor Dr. Andrea Gröppel-Klein ist Inhaberin des Lehrstuhls für ABWL, insbes. Internationales Marketing, Konsum- und Handelsforschung an der Europa-Universität Viadrina Frankfurt (Oder)

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