Konsumentenverhaltensforschung Im 21 Jahrhundert
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Konsumentenverhaltensforschung Im 21 Jahrhundert
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Author : Andrea Gröppel-Klein
language : de
Publisher: Springer-Verlag
Release Date : 2013-03-08
Konsumentenverhaltensforschung Im 21 Jahrhundert written by Andrea Gröppel-Klein and has been published by Springer-Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-03-08 with Business & Economics categories.
Der Band gibt einen umfassenden Überblick über aktuelle, praxisrelevante und zukunftsweisende Forschungsthemen und -methoden des Konsumentenverhaltens im 21. Jahrhundert.
Konsumentenverhaltensforschung Im 21 Jahrhundert
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Author : Andrea Gröppel-Klein
language : de
Publisher: Deutscher Universitätsverlag
Release Date : 2004-07-29
Konsumentenverhaltensforschung Im 21 Jahrhundert written by Andrea Gröppel-Klein and has been published by Deutscher Universitätsverlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004-07-29 with Business & Economics categories.
Der Band gibt einen umfassenden Überblick über aktuelle, praxisrelevante und zukunftsweisende Forschungsthemen und -methoden des Konsumentenverhaltens im 21. Jahrhundert.
Trust As The Key To Loyalty In Business To Consumer Exchanges
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Author : Tara Ebert
language : en
Publisher: Springer Science & Business Media
Release Date : 2010-09-23
Trust As The Key To Loyalty In Business To Consumer Exchanges written by Tara Ebert and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-09-23 with Business & Economics categories.
Tara Ebert investigates what trust building measures in the banking industry should comprise. The author presents new and analytical insights which can be employed to deduce better targeted marketing implications for consumer trust building by banks.
Strategic Retail Management
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Author : Joachim Zentes
language : en
Publisher: Springer
Release Date : 2016-10-07
Strategic Retail Management written by Joachim Zentes and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-10-07 with Business & Economics categories.
This book is devoted to the dynamic development of retailing. The focus is on various strategy concepts adopted by retailing companies and their implementation in practice. This is not a traditional textbook or collection of case studies; it aims to demonstrate the complex and manifold questions of retail management in the form of twenty lessons, where each lesson provides a thematic overview of key issues and illustrates them via a comprehensive case study. The examples are all internationally known retail companies, to facilitate an understanding of what is involved in strategic retail management and illustrate best practices. In the third edition, all chapters were revised and updated. Two new chapters were added to treat topics like corporate social responsibility as well as marketing communication. All case studies were replaced by new ones to reflect the most recent developments. Well-known retail companies from different countries, like Tesco, Zalando, Hugo Boss, Carrefour, Amazon, Otto Group, are now used to illustrate particular aspects of retail management.
Neuro Advertising
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Author : Elke Schwarz
language : en
Publisher: Springer Nature
Release Date : 2022-12-13
Neuro Advertising written by Elke Schwarz and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-12-13 with Business & Economics categories.
Find out how to increase your marketing success with this book on neuro-advertising. Marketing is one of the most important departments in a company. It is responsible for attracting new customers and retaining existing customers. Unfortunately, in many cases, high budgets are spent on marketing strategies that have little effect. This book on neuro-advertising will help you to effectively increase the impact of your advertising. It is based on the "Subconscious Decision Marketing Index" (SDMI). This neuroscientific method represents a new marketing tool that can be used to measure the subconscious impact of advertising. These include: Facial features Body Reactions Emotions Brain activity In this way, advertising strategies can be effectively planned and marketing efficiency sustainably increased. It is measured how successful advertising is or is not. Then advertising measures can be designed according to the target group. Marketing agencies can benefit from this technique as well as marketers working for companies. Key figures help to compare results Typically, it is difficult to measure unconscious emotions and emotions. However, this new method manages to do just that by creating metrics in the context of consumer research. In this way, individual indices of marketing effectiveness can be measured: Emotional Index: What emotions does advertising trigger? Benefit Index: To what extent does the advertising convince with brain-appropriate benefits? Memory index: How high is the actual memory value? Hormone index: Which hormonal reactions are triggered and how do they influence the buying process of customers? Impulse Index: How well does advertising use impulse opportunities? In turn, you can easily compare these indices with previous measurements and derive clear recommendations for action. The book on neuro-advertising explains this method in a practical way, allowing you to integrate it directly into your marketing planning.
Emotional Engineering Vol 5
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Author : Shuichi Fukuda
language : en
Publisher: Springer
Release Date : 2017-03-25
Emotional Engineering Vol 5 written by Shuichi Fukuda and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-03-25 with Technology & Engineering categories.
This book provides a review of the latest research on emotion in engineering, with a particular focus on design and manufacturing. Topics include experience, happiness, cognitive science, neuroscience, additive manufacturing, universal design, branding, teamwork. Throughout the book, the emotions of the end users of engineering products are discussed, as well as the perspective of the expert. The book provides researchers, students, and practicing engineers with an opportunity to examine research and practice in engineering from a different perspective, and offers pointers to how to collaborate with people from other fields to help achieve a more connected society.
Public Relations Research
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Author : Ansgar Zerfaß
language : en
Publisher: Springer
Release Date : 2008-05-08
Public Relations Research written by Ansgar Zerfaß and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-05-08 with Language Arts & Disciplines categories.
This volume is a major contribution to the trans-national debate on public relations research and communication management. It presents dominant concepts and findings from the scientific community in Germany in English language. At the same time, the compilation contains a selection of the most influential and relevant approaches from European and international researchers. Editors and contributors are renowned academics from all over the world. This books honours Guenter Bentele, one of the international spearheads of public relations research, and gives academics, students and communication managers a focussed insight into the field.
Ethics In Consumer Choice
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Author : Nina Langen
language : en
Publisher: Springer Science & Business Media
Release Date : 2012-12-20
Ethics In Consumer Choice written by Nina Langen and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-12-20 with Business & Economics categories.
This dissertation elaborates differences and similarities of forms of ethical behaviour in general and analyses whether German consumers differentiate between different types of ethical behaviour in particular. The thesis is characterised by its intensive combination of theoretical and empirical research. It furthermore contributes to the literature as the method triangulation applied in the different surveys reveals previously unknown relationships between different kinds of ethical behaviour, such as ethical consumption and charitable giving, as well as between different forms of ethical products. Choice experiment, latent class analysis, information display matrix and item-based attitude assessment allowed the comparison of stated and revealed preferences as well as an analysis of the relevance of ethical product features within the context of different product and process attributes. The dissertation provides insights into a research field which is becoming more and more relevant and improves the understanding of consumers’ assessment and the interdependencies of the possibilities of ethical behaviour. This allows the development of recommendations for consumer policy makers, business and NGOs concerned with the ethics of consumer choice as well as future research on ethical behaviour in general and ethical consumption in particular.
Die Entwicklung Der Marketingdisziplin
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Author : Philipp Sepehr
language : de
Publisher: Springer-Verlag
Release Date : 2013-10-28
Die Entwicklung Der Marketingdisziplin written by Philipp Sepehr and has been published by Springer-Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-10-28 with Business & Economics categories.
Das Marketing hat in den vergangenen Jahrzehnten eine rasante Verbreitung und Akzeptanz im deutschsprachigen Raum erfahren. Mittlerweile wird die Bedeutung einer konsequenten Marktorientierung in der Praxis von den meisten Unternehmen erkannt. Mit Blick auf die Wissenschaft zeugen mehr als 140 Marketing-Lehrstühle an deutschsprachigen Hochschulen von der Erfolgsgeschichte der Disziplin. Dabei ist das Marketing nie statisch gewesen, sondern wurde im Laufe der Zeit durch vielfältige gesellschaftliche Neuerungen und ökonomische Umbrüche geprägt. Für das Marketing trifft daher die Aussage zu: Nichts ist stetiger als der Wandel. Dies gilt für den Blick zurück ebenso wie für die zukünftige Entwicklung des Faches. Vor diesem Hintergrund skizziert Philipp Sepehr die bisherigen Entwicklungslinien des Marketing im deutschsprachigen Raum, beleuchtet die zentralen Herausforderungen der Gegenwart und diskutiert die zukünftigen Perspektiven der Disziplin. In einem einleitenden Beitrag blickt Prof. Dr. Dr. h. c. mult. Heribert Meffert auf nunmehr 50 Jahre Marketinggeschichte zurück, die er als Gründer des ersten Instituts für Marketing an einer deutschen Universität unmittelbar erlebt und wesentlich mitgestaltet hat. Er beschreibt die Entwicklungen, die „seine“ Disziplin durchlaufen hat, aus eigener Erfahrung und erinnert sich dabei auch an persönliche Erlebnisse.
Steuerung Von Akteuren Und Entscheidungen In Baunetzwerken
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Author : Mart Verhoog
language : de
Publisher: Springer-Verlag
Release Date : 2017-12-20
Steuerung Von Akteuren Und Entscheidungen In Baunetzwerken written by Mart Verhoog and has been published by Springer-Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-12-20 with Business & Economics categories.
Vor dem Hintergrund bisheriger Zurückhaltung von Wohneigentümern bei der energetischen Gebäudesanierung untersucht Mart Verhoog wie Baubeteiligte und Baubeteiligten-Netzwerke die Sanierungsentscheidung von Wohneigentümern beeinflussen. Hierzu kombiniert der Autor erstmalig Modelle der Konsumentenverhaltensforschung mit der sozialen Netzwerkanalyse. Die empirische Untersuchung unter Wohneigentümern wurde in Kooperation mit der gemeinnützigen Beratungsgesellschaft Co2online aus Berlin durchgeführt. Die gewonnenen Erkenntnisse können dazu beitragen, die Sanierungsrate in Deutschland zu erhöhen und Implikationen für das Nachhaltigkeitsmarketing bei unterschiedlichen Baubeteiligten abzuleiten.