December 2014
Beginner to intermediate
706 pages
24h 45m
German
Content preview from Marketing-Management in der Hotellerie, 3rd Edition
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3 Analyse des Käuferverhaltens
Die Analyse des Käuferverhaltens ist die Grundvoraussetzung für die Initiierung und Durchführung zielgerichteter Marketingaktivitäten und insofern steht der Kunde mit seinen verhaltensspezifischen Kaufentscheidungs- und Informationsprozessen im Mittelpunkt des Marketinginteresses. Aus Marketingsicht ist naturgemäß insbesondere das Kaufverhalten von Konsumenten im jeweiligen Produkt- und Dienstleistungskontext bedeutsam, nichtsdestoweniger gilt es auch gesellschaftliche Metatrends zu berücksichtigen, die die Einzelkaufentscheidung in der einen oder anderen Richtung beeinflussen.
Abb.C.12: Ausgewählte gesellschaftliche ...
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