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Neuere Ansätze der Emotionsforschung aus Marketingsicht

  • Peter Weinberg
  • Ralph Salzmann

Zusammenfassung

Das Marketing sieht sich heute vorrangig zwei Rahmenbedingungen ausgesetzt: Anbieterseitig stehen die Unternehmen vor dem Problem, funktional und qualitativ mehr oder weniger austauschbare Güter auf überwiegend gesättigten Märkten absetzen zu müssen. Unique Selling Propositions durch einen objektiv messbaren Wettbewerbsvorteil im Sinne eines technischen oder qualitativen Vorsprungs sind entweder gar nicht vorhanden oder von lediglich kurzer Dauer. Seitens der Nachfrager sehen viele Sozialforscher (vgl. z. B. Schulze 2000) den grundlegenden Wertewandel der heutigen Gesellschaft vor allem in der zunehmenden Erlebnisorientierung.

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Copyright information

© Deutscher Universitäts-Verlag/GWV Fachverlage GmbH, Wiesbaden 2004

Authors and Affiliations

  • Peter Weinberg
  • Ralph Salzmann

There are no affiliations available

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