Title
Interpersonelle Kommunikation im Konsumgtermarketing: Erklrungsanstze und Steuerungsmglichkeiten (Schriftenreihe Unternehmensfhr,Used
Delivery time: 8-12 business days (International)
Interpersonelle Kommunikationsprozesse sind in Konsurngtitermlirkten eine alltlig liche Erscheinung. Welcher Konsurnent hat nicht schon einen anderen vor einer Kauf entscheidung urn Rat gefragt oder ist nicht schon selbst als "Meinurigsfiihrer" urn Rat gefragt worden? Es liegt nahe, daB derartige Kornrnunikationsprozesse zwischen Kon surnenten in einer Vielzahl von Fallen die Kaufentscheidungen fUr ein bestimmtes Produkt in wei taus stlirkerern MaBe beeinflussen als die Marketingaktivitaten des be treffenden Untemehmens. Gelange es, diese interpersonellen Beeinflussungsprozesse, die bereits in vielen ernpirischen Untersuchungen nachgewiesen wurden, fUr das Mar keting nutzbar zu machen, hlitte dies weitreichende Konsequenzen fUr die Marketing, insbesondere die Kornmunikationspolitik. Eine systematische Beriicksichtigung interpersoneller Kommunikationstatbestande wird jedoch wtirde man die Marketingplane der Konsumgtiterindustrie daraufbin durchleuchten die Ausnahme sein. Diesist wahrscheinlich vor allem darauf zuriick zuftihren, daB aus der Sicht des Konsumgtitermarketing noch zu wenig abgesicherte Erkenntnisse tiber das Zustandekommen und den Ablauf interpersoneller Kommuni kationsprozesse und tiber die Eigenschaften jener "Meinungsftihrer" vorhanden sind. Die vorliegende Arbeit will diese Liicke soweit wie mOglich schlieBen. Es wird der Versuch untemornmen, aus den zahlreichen, z. T. widerspriichlichen, von den ver schiedensten Forschungsdisziplinen ermittelten Ergebnissen ein umfassendes, verhal tenswissenschaftlich orientiertes Modell der interpersonellen Komrnunikation zu ent wickeln, das auch die Verzahnungen mit der MarketingKommunikation beriicksich tigt und Untersuchungen auf deutschen Konsumgtitermarkten besonders gewichtet. Dariiber hinaus werden MOglichkeiten aufgezeigt, wie die Schliisselfiguren im interper sonellen KommunikationsprozeB angesprochen werden k6nnen, urn die interpersonel len Beeinflussungsvorgange im Sinne der Marketingpolitik zu "steuem".
By changing our most important processes and
products, we have already made a big leap forward. This ranges from the
increased use of more sustainable fibers to the use of more
environmentally friendly printing processes to the development of
efficient waste management in our value chain.
⚠️ WARNING (California Proposition 65):
This product may contain chemicals known to the State of California to cause cancer, birth defects, or other reproductive harm.
For more information, please visit www.P65Warnings.ca.gov.
Shipping & Returns
Shipping
We ship your order within 2–3 business days for USA deliveries and 5–8 business days for international shipments. Once your package has been dispatched from our warehouse, you'll receive an email confirmation with a tracking number, allowing you to track the status of your delivery.
Returns
To facilitate a smooth return process, a Return Authorization (RA) Number is required for all returns. Returns without a valid RA number will be declined and may incur additional fees. You can request an RA number within 15 days of the original delivery date. For more details, please refer to our Return & Refund Policy page.
Shipping & Returns
Shipping
We ship your order within 2–3 business days for USA deliveries and 5–8 business days for international shipments. Once your package has been dispatched from our warehouse, you'll receive an email confirmation with a tracking number, allowing you to track the status of your delivery.
Returns
To facilitate a smooth return process, a Return Authorization (RA) Number is required for all returns. Returns without a valid RA number will be declined and may incur additional fees. You can request an RA number within 15 days of the original delivery date. For more details, please refer to our Return & Refund Policy page.
Warranty
We provide a 2-year limited warranty, from the date of purchase for all our products.
If you believe you have received a defective product, or are experiencing any problems with your product, please contact us.
This warranty strictly does not cover damages that arose from negligence, misuse, wear and tear, or not in accordance with product instructions (dropping the product, etc.).
Warranty
We provide a 2-year limited warranty, from the date of purchase for all our products.
If you believe you have received a defective product, or are experiencing any problems with your product, please contact us.
This warranty strictly does not cover damages that arose from negligence, misuse, wear and tear, or not in accordance with product instructions (dropping the product, etc.).
Secure Payment
Your payment information is processed securely. We do not store credit card details nor have access to your credit card information.
We accept payments with :
Visa, MasterCard, American Express, Paypal, Shopify Payments, Shop Pay and more.
Secure Payment
Your payment information is processed securely. We do not store credit card details nor have access to your credit card information.
We accept payments with :
Visa, MasterCard, American Express, Paypal, Shopify Payments, Shop Pay and more.