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Konsumentenverhalten im digitalen Kontext
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Dieses Buch gibt einen ersten Einblick in die Grundlagen des Marketings, insbesondere des Konsumentenverhaltens und betrachtet anschlieend, inwieweit sich der digitale Kontext speziell auf das Thema Konsumentenverhaltensforschung auswirkt. Im Fokus des Interesses steht dabei die Einstellungsforschung. Diese wird hinsichtlich ihrer Besonderheiten im Kontext der fortwhrenden Digitalisierung aller Lebensbereiche betrachtet. Damit schafft es dieses Buch, neben einer Einfhrung in das Marketing und das Konsumentenverhalten, die beiden Themenkomplexe, digitaler Kontext und Konsumentenverhaltensforschung, gemeinsamen zu betrachten und Wechselwirkungen eingehend zu beschreiben. Es bietet wichtige Informationen, die fr Praktiker ebenso relevant sind wie fr Studierende und Lehrende.
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