Angewandte Handelspsychologie Reloaded
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Angewandte Handelspsychologie Reloaded

Angewandte Handelspsychologie Reloaded


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About the Book

Die angewandte Handelspsychologie erganzt die Erkenntnisse des modernen Handelsmanagements um relevante psychologische Aspekte aus dem Bereich des Konsumentenverhaltens sowie um deren adaquate Berucksichtigung im Rahmen der betrieblichen Beschaffungs-, Sortiments-, Ladengestaltungs-, Prasentations-, Service- und Kommunikationspolitik. Die Zielsetzung dieses Buches ist es dabei, "der rationalen, instrumentellen Herangehensweise an praktische Fragestellungen des Handels das hinzuzufugen, worum es wirklich geht - den Menschen" (Joachim Hurth). Doch inzwischen ist ein Reload, eine umfassende Aktualisierung und Erganzung erforderlich: Neben der Anwendung psychologischer Erkenntnisse im klassischen stationaren Einzel- und Groahandel sind im letzten Jahrzehnt durch E-Commerce, Digital Marketing und Neuromarketing neue Moglichkeiten, aber auch Risiken fur das Handelssegment entstanden, die im Rahmen dieses Lehr- und Studienbuchs systematisch und mit Blick auf die praktische Umsetzung verstandlich dargestellt werden. In zahlreichen Bachelor- oder Masterstudiengangen mit Handelsschwerpunkt an deutschen Universitaten, Fachhochschulen und Berufsakademien werden inzwischen Kurse zu dieser Thematik angeboten, der Markt ist also gewachsen und es bestehen gute Chancen, dieses Werk hier direkt zu platzieren.


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Product Details
  • ISBN-13: 9783170399495
  • Publisher: Kohlhammer
  • Binding: Paperback
  • No of Pages: 357
  • Sub Title: Modernes Shopper Marketing
  • ISBN-10: 3170399497
  • Publisher Date: 30 Nov 2022
  • Language: German
  • Returnable: N
  • Weight: 10978 gr


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