Konsumverhalten verstehen, beeinflussen un...

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Beschreibung

Einleitung - Worum geht es in diesem Buch?.- Ethische Betrachtung.- PART I: Fachliche und methodische Grundlagen.- Fachliche Grundlagen der Konsumentenpsychologie.- Methodische Grundlagen für empirisches Arbeiten.- PART II: Beeinflussung in der Wahrnehmungsphase mit geeigneten Behavioral Patterns.- PART III: Beeinflussung in der Entscheidungsfindungsphase mit geeigneten Behavioral Patterns.- PART IV: Beeinflussung in der nachträglichen Bewertungsphase mit geeigneten Behavioral Patterns

Über den Autor

Thomas Suwelack is a professor of digital customer experience at Brand University of Applied Sciences in Hamburg (Germany) since October 2018. He is also founder and CEO of 21done - a purpose-driven, digital startup. After graduating in business administration and completing his doctorate in marketing at the University of Muenster (Germany), he worked several years as a management consultant for multinational corporations operating in various industries.

Manuel Stegemann is a tenured professor at the Bielefeld University of Applied Sciences (Germany), where he primarily represents the fields of consumer psychology and marketing. Before moving to Bielefeld, he worked for three years as professor of marketing and statistics at the Kiel University of Applied Sciences (Germany). He is passionate about behavioral economics and consumer decision making. He also enjoys delving into the new opportunities that data science brings to marketing. He studied psychology andholds a PhD in business administration. He gained five years of industry experience working for two management consultancies.

Feng Xia Ang is the co-founder and Chief Product Officer of 21done. She holds a Bachelor of Business Management degree from the Singapore Management University and an M.A. in Brand Innovation from the Brand University of Applied Sciences (Germany). After her studies, she went on to fulfil her passion for entrepreneurship by embarking on the start-up founding journey, alongside Thomas Suwelack, of building a purposeful digital platform for personal growth.

Erscheinungsjahr:	2024
Fachbereich:	Werbung & Marketing
Genre:	Recht , Sozialwissenschaften , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Inhalt:	xxii 509 S. 33 s/w Illustr. 158 farbige Illustr. 509 S. 191 Abb. 158 Abb. in Farbe.
ISBN-13:	9783658435998
ISBN-10:	3658435992
Sprache:	Deutsch
Herstellernummer:	89115361
Einband:	Kartoniert / Broschiert
Autor:	Stegemann, Manuel
Hersteller:	Springer Fachmedien Wiesbaden Springer Fachmedien Wiesbaden GmbH
Verantwortliche Person für die EU:	Springer Gabler in Springer Science + Business Media, Tiergartenstr. 15-17, D-69121 Heidelberg, juergen.hartmann@springer.com
Maße:	235 x 155 x 29 mm
Von/Mit:	Manuel Stegemann
Erscheinungsdatum:	14.07.2024
Gewicht:	0,797 kg