Konsumentenverhalten (Kohlhammer Edition Marketing)

This standard work not only gives an academically sound but also a very clear introduction to consumer behaviour. This 8th edition has been fully revised: Apart from impulses from various disciplines, the newest psycho physiological and neurological findings of consumer research are included. Additionally consumer decision making behaviour from a marketing view as well as after sales behaviour are covered in respective chapters.
The chapters are built up as follows: A short overview followed by an explanation of the theoretical foundation and the necessary measuring methods are given. The structure follows the customary distinction between conditions and processes of consumer behaviour. Practical forms of marketing applications are always supported through examples.