Die Involvementtheorie Und Ihre Bedeutung F R Das Lebensmittelmarketing
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Die Involvementtheorie Und Ihre Bedeutung F R Das Lebensmittelmarketing
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Author : Raimo Neumann
language : de
Publisher: BoD – Books on Demand
Release Date : 2009
Die Involvementtheorie Und Ihre Bedeutung F R Das Lebensmittelmarketing written by Raimo Neumann and has been published by BoD – Books on Demand this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009 with categories.
Der Lebensmittelmarkt in Deutschland ist ein schwieriger und heiß umkämpfter Markt, auf dem viele ausgereifte Produkte angeboten werden, die sich rein technisch und sensorisch kaum noch voneinander unterscheiden. Der Markt gilt als gesättigt, weshalb die Wachstums-möglichkeiten der Lebensmittelindustrie beschränkt sind und oft nur durch Innovationen, Fu-sionen und Übernahmen oder einen sehr hohen konstanten - und somit kostenintensiven - Werbedruck möglich werden. Die vorliegende Arbeit trägt zum Ziel des wirksameren Abhebens vom Wettbewerb durch Verbesserung der Wirkung emotionaler Kommunikationsmaßnahmen bei, indem ein Ansatz zur wirksamen psychischen Differenzierung von Lebensmittelprodukten durch emotionales Involvieren der Konsumenten formuliert wird. Der Autor hat sich zum Ziel gesetzt die Involvementtheorie, die eine hohe Bedeutung zur Er-klärung des Konsumentenverhaltens aufweist, kritisch aufzuarbeiten und auf die spezifischen Probleme im Low-Involvement-Bereich des Lebensmittelmarketing anzuwenden. Außerdem sollen Handlungsempfehlungen erarbeitet werden, die es ermöglichen, das theoretisch an-spruchsvolle Konzept praktisch anzuwenden. Dieses ist dem Autor in hervorragender Weise gelungen.
Deutsche Nationalbibliographie Und Bibliographie Der Im Ausland Erschienenen Deutschsprachigen Ver Ffentlichungen
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Author :
language : de
Publisher:
Release Date : 2009
Deutsche Nationalbibliographie Und Bibliographie Der Im Ausland Erschienenen Deutschsprachigen Ver Ffentlichungen written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009 with German literature categories.
The Foundations Of Positive And Normative Economics
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Author : Andrew Caplin
language : en
Publisher: Oxford University Press
Release Date : 2010-06-25
The Foundations Of Positive And Normative Economics written by Andrew Caplin and has been published by Oxford University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-06-25 with Social Science categories.
The Foundations of Positive and Normative Economics: A Handbook is the first book in a new series by Andrew Caplin and Andrew Schotter. There is currently no guide available on the rapidly changing methodological frontiers of the field of economics. Economists have been introducing new theories and new sources of data at a remarkable rate in recent years, and there are widely divergent views both on how productive these expansions have been in the past, and how best to make progress in the future. The speed of these changes has left economists ill at ease, and has created a backlash against new methods. The series will debate these critical issues, allowing proponents of a particular research method to present proposals in a safe yet critical context, with alternatives being clarified. This first volume, written by some of the most prominent researchers in the discipline, reflects the challenges that are opened by new research opportunities. The goal of the current volume and the series it presages, is to formally open a dialog on methodology. The editors' conviction is that such a debate will rebound to the benefit of social science in general, and economics in particular. The issues under discussion strike to the very heart of the social scientific enterprise. This work is of tremendous importance to all who are interested in the contributions that academic research can make not only to our scientific understanding, but also to matters of policy.
Integrated Communication
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Author : Esther Thorson
language : en
Publisher: Psychology Press
Release Date : 2013-06-17
Integrated Communication written by Esther Thorson and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-06-17 with Business & Economics categories.
Building brands through integrated marketing is an approach being used by all top-level marketing strategists. The result of a series of papers presented at the eleventh annual Advertising and Consumer Psychology Conference held in Chicago, this volume brings together researchers and professionals whose efforts focus on integrating the various persuasive tools of marketing. It goes beyond case studies of the use of integrated marketing to look at how integrated communication actually works on achieving optimal effects on the various audiences for products.
Driving Brand Value
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Author : Thomas R. Duncan
language : en
Publisher: Irwin Professional Publishing
Release Date : 1997
Driving Brand Value written by Thomas R. Duncan and has been published by Irwin Professional Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 1997 with Business & Economics categories.
As products, pricing and distribution fast become commodities, companies are discovering that managing brand relationships is the most effective way to increase brand equity.
Integrated Marketing Communications
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Author : M. Joseph Sirgy
language : en
Publisher:
Release Date : 2004
Integrated Marketing Communications written by M. Joseph Sirgy and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Communication in marketing categories.