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Manfred Bruhn & Richard Köhler 
Wie Marken wirken [PDF ebook] 
Impulse aus der Neuroökonomie für die Markenführung

Ondersteuning

Neuroökonomie und Markenführung.
Das noch junge Forschungsfeld der Neuroökonomie untersucht die Wirkungen von Marketingstimuli auf der neuronal-physiologischen Ebene mit dem Hauptziel, das Verhalten der Konsumenten besser zu verstehen. Der Sammelband zeigt den aktuellen Stand der Entwicklung und liefert Praktikern wichtige Impulse für eine effizientere Markenführung.
Die Themenschwerpunkte

· Grundlagen der Neuroökonomie für die Markenführung

· Methoden und Forschungsergebnisse der Neuroökonomie für die Markenführung

· Praktische Erfahrungen mit neuroökonomischen Erkenntnissen und Methoden

· Ethische Fragen der Neuroökonomie

Das Experten-Autorenteam

um die Herausgeber Prof. Dr. Manfred Bruhn, Universität Basel und TU München und Prof. Dr. Dr. h.c. Dr. h.c. Richard Köhler, Universität Köln, sind die renommiertesten Vertreter auf dem Gebiet der neuroökonomischen Markenführung.

€39.99
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Taal Duits ● Formaat PDF ● Pagina’s 335 ● ISBN 9783800644735 ● Bestandsgrootte 14.3 MB ● Editor Manfred Bruhn & Richard Köhler ● Uitgeverij Vahlen ● Stad München ● Land DE ● Gepubliceerd 2011 ● Editie 1 ● Downloadbare 24 maanden ● Valuta EUR ● ID 2207458 ● Kopieerbeveiliging Sociale DRM

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