Der Verunsicherte Verbraucher Book by Karin Bergmann
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Der Verunsicherte Verbraucher

Der Verunsicherte Verbraucher


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About the Book

Die aktuelle Kommunikationspraxis der Ernährungswirtschaft erzeugt in weiten Teilen der Bevölkerung eine erhebliche Verunsicherung. Eine wirkungsvolle unternehmerische Öffentlichkeitsarbeit in der industriellen Lebensmittelerzeugung benötigt ein neues Konzept für die Kommunikation zwischen Erzeugern, Verarbeitern, Händlern und Endverbrauchern von Lebensmitteln. Die Autorin erklärt, ohne zu pauschalisieren, was Verbraucher verunsichert und welche Konsequenzen Verbraucherverunsicherung für das Ernährungsverhalten hat. Das Buch bietet - basierend auf neuen empirischen Daten und einer repräsentativen Verbraucherbefragung - praxisbezogene Ansätze für eine neue unternehmerische Öffentlichkeitsarbeit, die darauf abzielt, mit informierten Konsumenten anstelle verunsicherter Verbraucher zu kommunizieren.


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Product Details
  • ISBN-13: 9783540663485
  • Publisher: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
  • Binding: Hardback
  • Height: 234 mm
  • No of Pages: 240
  • Series Title: Gesunde Ernährung Healthy Nutrition
  • Sub Title: Neue Ansätze Zur Unternehmerischen Informationsstrategie in Der Lebensmittelbranche
  • Width: 156 mm
  • ISBN-10: 3540663487
  • Publisher Date: 12 Nov 1999
  • Edition: 2000 ed.
  • Language: German
  • Returnable: Y
  • Spine Width: 16 mm
  • Weight: 603 gr


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