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Marketinginstrumente — psychologisch betrachtet

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Wirtschaftspsychologie

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Zusammenfassung

»Marketing — das ist doch im Grunde alles Psychologie.« Für eine solche Behauptung finden sich schnell Belege. Die meisten Marketingmaßnahmen setzen voraus, dass bestimmte Annahmen über das Verhalten von Menschen zutreffen, dass Menschen bestimmte Bedürfnisse haben und dass bestimmte psychologische Gesetzmäßigkeiten gelten. Jede Facette des Marketing lässt sich daher aus einem psychologischen Blickwinkel betrachten — dass dies möglich ist, soll der folgende Beitrag belegen.

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Authors and Affiliations

  1. Fachbereich Wirtschaft, Studiengang Wirtschaftspsychologie, Hochschule Harz Wernigerode, Friedrichstr. 57-59, 38855, Wernigerode

    Prof. Dr. Georg Felser

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  1. Prof. Dr. Georg Felser
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  1. Lehrstuhl für Psychologie, insbes. Wirtschafts- und Sozialpsychologie, Friedrich-Alexander-Universität Erlangen-Nürnberg, Lange Gasse 20, 90403, Nürnberg

    Klaus Moser

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Felser, G. (2007). Marketinginstrumente — psychologisch betrachtet. In: Moser, K. (eds) Wirtschaftspsychologie. Springer-Lehrbuch. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-71637-2_9

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