Details

Konsumentenverhalten

9. überarbeitete Auflage

von: Dirk-Mario Boltz, Volker Trommsdorff, Hermann Diller, Manfred Kirchgeorg
34,99 €
Verlag:	Kohlhammer
Format:	EPUB
Veröffentl.:	27.04.2022
ISBN/EAN:	9783170377905
Sprache:	deutsch
Anzahl Seiten:	360

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Beschreibungen

Titelbeschreibung

This standard work provides a scholarly and clear introduction to understanding consumer behaviour both for those with practical involvement in marketing and for students in bachelor=s and master=s programs. Other works in the field classify the determinants of consumer behaviour into internal and external factors. This new edition stays with the tried and tested Trommsdorff approach, according to which behaviour is explained by states and processes. Knowledge of the states of the target persons (activation, emotions, motives, attitudes, values, lifestyles) makes it possible for marketing activities to adapt to and segment target groups in specific ways. Understanding the processes (perceiving, learning, storing and deciding) helps marketing practice to communicate appropriately and influence consumers effectively. Post-purchasing behaviour, which is becoming increasingly important in practice, is discussed in a separate chapter, and futile consumer behaviour is also examined. Socially problematic issues are becoming an increasing concern. Further developments in methods of marketing and behavioural research are presented chapter by chapter. The theoretical foundations are illustrated in a practical manner with plenty of updated examples.

Autorenportrait

Prof. Dirk-Mario Boltz teaches and researches in marketing and communication at the Berlin School of Economics and Law. Emeritus Prof. Volker Trommsdorff held the Chair of Marketing at the Technical University of Berlin.