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Internationaler Vertrieb pp 243–262Cite as

Internationales Konsumentenverhalten

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Zusammenfassung

Mit der Globalisierung der Märkte und der steigenden Mobilität der Konsumenten entstehen neue Perspektiven und Herausforderungen für das internationale Marketing. Entscheidend für die erfolgreiche Vermarktung von Gütern auf einem internationalen oder globalen Markt ist die gute Kenntnis des Konsumentenverhaltens. Um einen überblick über aktuelle Trends in diesem Feld zu geben, wird im vorliegenden Beitrag das Phänomen des internationalen Konsumentenverhaltens untersucht. Es wird vor allem auf die zwei divergierenden Hypothesen in der Erforschung des internationalen Konsumentenverhaltens ein Schwerpunkt gelegt.

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Author information

Authors and Affiliations

  1. Universität Klagenfurt, Klagenfurt, Austria

    Prof. Dr. Ralf Terlutter & Fanny Dobrenova

Authors
  1. Prof. Dr. Ralf Terlutter
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  2. Fanny Dobrenova
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Correspondence to Ralf Terlutter .

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Editors and Affiliations

  1. Gemeinnützige Aktiengesellschaft, NORDAKADEMIE, Köllner Chaussee 11, Elmshorn, 25337, Germany

    Lars Binckebanck

  2. , Institut für Marketing, Universität St. Gallen, Dufourstr. 40a, St. Gallen, 9000, Switzerland

    Christian Belz

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© 2012 Springer Fachmedien Wiesbaden

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Terlutter, R., Dobrenova, F. (2012). Internationales Konsumentenverhalten. In: Binckebanck, L., Belz, C. (eds) Internationaler Vertrieb. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-8349-3743-8_3

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  • DOI: https://doi.org/10.1007/978-3-8349-3743-8_3

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  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-8349-3161-0

  • Online ISBN: 978-3-8349-3743-8

  • eBook Packages: Business and Economics (German Language)

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