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2020 | OriginalPaper | Chapter

8. Konsumentenverständnis und Marketing

Author : Harald Kindermann

Published in: Konsumentenverständnis

Publisher: Springer Fachmedien Wiesbaden

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Zusammenfassung

Ausgehend von einem umfassenden und ganzheitlichen Marketing-Verständnis, das die Wünsche und Bedürfnisse der Konsumentinnen/Konsumenten in den Mittelpunkt stellt, werden die in diesem Buch vorgestellten theoretischen Erläuterungen zum Konsumentenverständnis auf relevante Fragestellungen des Marketings umgelegt. Dabei werden die Arten von unterschiedlichen Kaufentscheidungen vorgestellt und eine Käufertypologie und Marktsegmentierungsansätze vorgeschlagen. Abschließend wird noch ein sogenanntes Einstellungsveränderungsmodell erläutert.

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Title: Konsumentenverständnis und Marketing
Author: Harald Kindermann
Publisher: Springer Fachmedien Wiesbaden
Book: Konsumentenverständnis
Print ISBN: 978-3-658-28160-1

Electronic ISBN: 978-3-658-28161-8

Copyright Year: 2020
DOI: https://doi.org/10.1007/978-3-658-28161-8_8