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Would you like to tell us about a lower price? If you are a seller for this product, would you like to suggest updates through seller support? English summary: This standard work not only gives an academically sound but also a very clear introduction to consumer behaviour. This 8th edition has been fully revised: Apart from impulses from various disciplines, the newest psycho physiological and neurological findings of consumer research are included.

Additionally consumer decision making behaviour from a marketing view as well as after sales behaviour are covered in respective chapters. The chapters are built up as follows: A short overview followed by an explanation of the theoretical foundation and the necessary measuring methods are given. The structure follows the customary distinction between conditions and processes of consumer behaviour. Practical forms of marketing applications are always supported through examples.

German description: Dieses Standardwerk bietet nicht nur eine wissenschaftlich fundierte, sondern auch eine sehr anschauliche Einfuhrung in das Konsumentenverhalten. Die vorliegende 8. Auflage wurde vollstandig uberarbeitet: Neben Impulsen aus verschiedenen Disziplinen wurden insbesondere neueste psychophysiologische und neurowissenschaftliche Erkenntnisse der Konsumentenforschung integriert. Zudem werden das Entscheidungsverhalten der Konsumenten und das aus Sicht der Marketingpraxis so wichtige Nachkaufverhalten in eigenen Kapiteln thematisiert.

Die Gliederung folgt dabei der fur die Marketingpraxis nutzlichen Unterscheidung zwischen Zustanden und Prozessen des Konsumentenverhaltens. Die Struktur innerhalb der Kapitel folgt einem ubersichtlichen und didaktischen Aufbau: Einem kurzen Uberblick schliesst sich stets eine Erlauterung der theoretischen Grundlagen und der erforderlichen Messmethoden an. Immer werden praktische Marketinganwendungen mit Beispielen dargestellt. Das Buch bietet damit den Studierenden ein didaktisch wohldurchdachtes Lernraster und den Praktikern ein umsetzbares theoretisch-methodisches Fundament fur die Arbeit.

Read more Read less. Trommsdorff teaches marketing and innovation at the TU Berlin. Teichert teaches marketing and innovation at the university of Hamburg. Contributor Biography - German Prof. To get the free app, enter mobile phone number. See all free Kindle reading apps. Tell the Publisher! I'd like to read this book on Kindle Don't have a Kindle? Customer reviews. How does Amazon calculate star ratings? Amazon calculates a product's star ratings based on a machine learned model instead of a raw data average.

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Top international reviews. Translate all reviews to English. Verified Purchase. Umfangreiche Betrachtungen des Konsumentenverhaltens. Investition zahlt sich auf jeden Fall aus. Thank you for your feedback. Sorry, we failed to record your vote. Please try again. Translate review to English. Das Buch ist einfach nur eine Katastrophe!

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Konsumentenverhalten (Kohlhammer Edition Marketing)



ISBN 13: 9783170181670



Konsumentenverhalten by Trommsdorff Volker


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