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Konsumentenverständnis und Marketing

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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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  1. Studiengang „Marketing und Electronic Business“, University of Applied Sciences Upper Austria, Campus Steyr, Österreich

    Harald Kindermann

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Kindermann, H. (2020). Konsumentenverständnis und Marketing. In: Konsumentenverständnis. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-28161-8_8

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