000			01822nam a2200253Ia 4500
003			OSt
005			20240819142615.0
008			240814s2023 xx 000 0 und d
020			_a9783658394752
040			_cSIU
041			_aeng
082			_a658.834 HOF 2023
100			_aHoffmann, Stefan.
245			_aConsumer Behaviour : _bUnderstanding Consumers– Designing Marketing Activities
250			_a1st ed. 2023
260			_aNetherlands _bSpringer Fachmedien Wiesbaden _c2023
500			_aPaperback / softback
505			_a The Consumer Behavior textbook is intended for students in the following disciplines: Business Administration Psychology Communications Related disciplines It follows a consistent didactic concept: as a reader, you observe the fictional characters Lea and Ben in numerous consumption situations. In this way, you get to know essential theories and models in a lively way and close to everyday life. The following elements also help you to quickly grasp and effectively learn the contents of the textbook "Consumer Behaviour": Case studies Descriptions of relevant studies QR codes to video content (e.g. videos and websites) This makes this book ideal for reviewing lectures and preparing for exams. At the end of each chapter you will find questions for self-monitoring and recommended reading.
520			_aThis textbook addresses the central question of whether and in what way advertising has a lasting influence on the purchase decision process. For this purpose, it takes a look at the focus of consumer behavior and market research. In the course of this, the work conveys the basics of consumer behaviour in a comprehensible and clear language
650			_aMarket research
650			_aConsumer Behavior
650			_aCase studies
942			_2ddc _cBK
999			_c269 _d269