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Konsum Im Multikulturellen Umfeld

Konsum Im Multikulturellen Umfeld


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About the Book

Konsum umfasst den Kauf und die Verwendung von Gutern. Im Marketing hat man sich bislang vorrangig mit der Kauf- und Vorkaufphase beschaftigt. Anhand vieler Beispiele zeigt die Autorin, wie notwendig eine gleichzeitige Untersuchung der Guterverwendung ist, insbesondere im internationalen Marketing. Ausfuhrlich wird erlautert, wie kulturell bedingte Unterschiede in der Kommunikation und im Konsumverhalten mit Hilfe semiotischer Erkenntnisse erfasst und erklart werden konnen. Guter sind Zeichenkorper, die Beziehungen zu anderen Zeichen aufweisen, Bedeutungen reprasentieren und pragmatische Funktionen ausuben. Semiotische Analysen offnen den Blick auf Zeichensysteme und Zeichenprozesse, und sie weisen auf die konstitutive Bedeutung des Empfangers im Austauschprozess hin. Diese Perspektive gilt es im Marketing zu nutzen. Insofern bietet das Buch auch einen theoretischen Rahmen fur weitergehende empirische Studien."
About the Author: Die Autorin: Ute Werner, geboren 1954. Studium und Promotion im Fach Betriebswirtschaftslehre an der Universitat Mannheim (Schwerpunkte: Versicherungsbetriebslehre, Marketing und Spanisch). 1996 Habilitation an der Universitat Munchen; Studien- und Forschungsaufenthalte in Paris und Berkeley. Seit 1997 Professorin fur Versicherungsbetriebslehre an der Universitat Karlsruhe (TH); Mitglied des wissenschaftlichen Beirats der Deutschen Gesellschaft fur Semiotik. Interessenschwerpunkte: Risikowahrnehmung und -bewertung, Theorie der Bilanzpolitik, Theorie und Praxis der Kommunikation, multikulturelles Marketing."


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Product Details
  • ISBN-13: 9783631350584
  • Publisher: Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften
  • Publisher Imprint: Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften
  • Edition: New edition
  • Language: German
  • Returnable: N
  • Sub Title: Eine Semiotisch Orientierte Analyse Der Voraussetzungen Kulturuebergreifenden Marketings
  • Width: 148 mm
  • ISBN-10: 3631350589
  • Publisher Date: 01 Aug 1999
  • Binding: Paperback
  • Height: 210 mm
  • No of Pages: 313
  • Series Title: German
  • Weight: 570 gr


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Konsum Im Multikulturellen Umfeld
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Konsum Im Multikulturellen Umfeld
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