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Preispsychologie im Marketing
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ISBN10: 3639398564
ISBN13: 9783639398564
Publisher: Blues Kids Of Amer
Published: Apr 5 2012
Pages: 104
Weight: 0.36
Height: 0.25 Width: 6.00 Depth: 9.00
Language: German
ISBN13: 9783639398564
Publisher: Blues Kids Of Amer
Published: Apr 5 2012
Pages: 104
Weight: 0.36
Height: 0.25 Width: 6.00 Depth: 9.00
Language: German
Inhaltlich unveränderte Neuauflage. Viele Wirtschaftszweige haben mit zunehmendem Preiswettbewerb zu käm-pfen. Aufgrund des engen finanziellen Spielraums vieler Unternehmen, wer-den zunehmend auch preispsychologische Ma nahmen ergriffen, um mög-lichst vielen Konsumenten den subjektiven Eindruck eines günstigen Preises zu vermitteln. Wie kommen Konsumenten zu der Wahrnehmung, dass ein Preis günstig oder gerechtfertigt ist? Welche psychologischen Theorien gibt es, die einen Bei-trag zur Erklärung von Preiswahrnehmung liefern und welche psychologi-schen Verarbeitungsprozesse laufen bei der Wahrnehmung von Preis ab? Wel-che Einflussfaktoren wirken auf die Preiswahrnehmung von Konsumenten? Antworten auf diese Fragen finden Sie im vorliegenden Buch. Die Autorin An-ne Kleinschrodt stellt hierbei relevante psychologische Theorien der Preis-wahrnehmung systematisch dar, diskutiert diese kritisch und verbindet sie mit Handlungsempfehlungen für die Marketingpraxis. Das Buch richtet sich an Marketingmanager, Wissenschaftler im Bereich Mar-keting sowie Studierende der Betriebswirtschaftslehre.
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