Vom Kaeufer Zum Mitgestalter by Tobias Bischkopf
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Vom Kaeufer Zum Mitgestalter

Vom Kaeufer Zum Mitgestalter


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About the Book

Der iPod und sein großer Bruder - das iPad - sind nicht nur in aller Munde, sondern beherrschen ihre Märkte tatsächlich. Und das obwohl Konkurrenzprodukte mit gleichen oder ähnlichen Produktfeatures zu gleichen oder günstigeren Preisen verfügbar sind. Gesunder Menschenverstand und ökonomische Theorie rätseln gemeinsam auf der Suche nach den Gründen für den immensen Erfolg der Apple Produkte. Ist es Magie, Marke oder Marketingkommunikation? Wenn die gültige Theorie einen Vorgang nicht erklären kann, braucht man eine neue oder zumindest eine veränderte. Der Autor verwirft daher die Unterscheidung zwischen Produzent und Konsument und erhebt den postmodernen «Prosumenten» zum gleichberechtigten Partner bei der Schaffung von Mehrwert. Und die Anwendung der dabei erarbeiteten haushaltproduktionstheoretischen Reinterpretation des Integrativ Prozessualen Marketingansatzes zeigt: Zwar sind sich iPod und iPad und ihre Konkurrenzprodukte zuweilen zum Verwechseln ähnlich, aber die Kunden kaufen viel mehr als ein Gadget, das ihnen - anbieterseitig vorgeplant - Nutzen stiftet.
About the Author: Tobias Bischkopf, geboren 1968, studierte Betriebswirtschaftlehre an der Universität Trier und war danach im TV-, Internet-, Telekommunikations- und Versicherungsbereich tätig. Heute arbeitet er als Bereichsleiter Marketingmanagement bei einer Krankenversicherung.


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Product Details
  • ISBN-13: 9783631613092
  • Publisher: Peter Lang Gmbh, Internationaler Verlag Der W
  • Binding: Hardback
  • Height: 210 mm
  • No of Pages: 350
  • Series Title: Strategisches Marketingmanagement
  • Sub Title: Konsumentenmarketing in Der Postmoderne
  • Width: 148 mm
  • ISBN-10: 3631613091
  • Publisher Date: 01 Nov 2010
  • Edition: New edition
  • Language: German
  • Returnable: N
  • Spine Width: 0 mm
  • Weight: 750 gr


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