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Konsumentenpsychologie

Spie, Erika

See all formats and editions

Der Band bietet eine differenzierte Sicht auf den Konsumenten.

Neben den Grundlagen aus der Psychologie wird auch auf den spezifischen Kontext eingegangen, in dem sich Konsumenten bewegen: so wirken zunehmend kulturelle Einflüsse auf den Kaufprozess ein.

Es geht um den kompetenten Konsumenten, der mit den Anforderungen der modernen Konsumwelt umzugehen weiß.

Aktuelle Themen wie der Konsument 2.0, die Markenpersönlichkeit, nachhaltiger Konsum im Jugendalltag und ethische Aspekte werden von Experten ergänzt.

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Product Details

Publisher/Imprint De Gruyter

ISBN/Ean3486748653 / 9783486748659

FormateBook (Adobe Pdf)

Published12/06/2013

Book LanguageGerman

Pages171 pages

Copy LimitsCopy: 10%; print: 10%

BIC KJM Management & management techniques