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Meinungsführer in Der Interdisziplinären Forschung: Bestandsaufnahme Und Kritische Würdigung by Matthias Dressler, Gina Telle

Meinungsführer in Der Interdisziplinären Forschung: Bestandsaufnahme Und Kritische Würdigung

by Matthias Dressler , Gina Telle
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Book cover type: Paperback
  • ISBN13: 9783834914767
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Publication Date:
  • Pages: 198
  • Original Price: EUR 60.74
  • Language: German
  • Edition: 2009
  • Item Weight: 268 grams
  • BISAC Subject(s): Management Science

Soziale Einflussfaktoren stellen in Zeiten von Reiz- und Informations berflutung eine wichtige Komponente in Entscheidungsprozessen dar, sei es beispielsweise eine Kaufentscheidung, eine politische Entscheidung anl sslich einer Wahl oder eine - rufliche Entscheidung. Neben bestehender Ratgeberliteratur (z.B. Fachzeitschriften, Fachb cher) und dem Internet werden oft Personen aus dem pers nlichen Umfeld um Rat gefragt. Diese so genannten Meinungsf hrer sind eine wichtige Zielgruppe f r kommunikationspolitische Ma nahmen von Unternehmen und Werbetreibenden. Zudem erm glichen neue Technologien und Kommunikationsmittel Mundpropag- da mit gro er Reichweite. Meinungsf hrer besitzen ein gro es Einflusspotenzial und mehr Glaubw rdigkeit als Massenmedien und sind somit bedeutend sowohl f r die Konsumenten als auch f r die Unternehmen und Werbetreibenden. Mit Unterst tzung der Techniker Krankenkasse wurden in diesem Buch alle in der Forschung vorliegenden Erkenntnisse zum Thema "Meinungsf hrer" zusamm- getragen und gegen bergestellt. Kurze pr gnante S tze in einem Kasten am Ende eines jeden Kapitels sowie eine Zusammenfassung am Ende der Arbeit erm glichen den Lesern in kurzer Zeit einen berblick ber die Thematik und den Stand der Meinungsf hrerforschung.

Prof. Dr. Dressler ist Inhaber des Lehrstuhls für Marketing und Management der Fachhochschule Kiel.
Gina Telle studierte Wirtschaftswissenschaften an der Universität Magdeburg und an der Fachhochschule Kiel. Sie absolviert derzeit den Master of Management Studies an der University of Waikato in Hamilton, Neuseeland.

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