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Neuere Ansätze der Emotionsforschung aus Marketingsicht

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Book cover Fundierung des Marketing

Zusammenfassung

Das Marketing sieht sich heute vorrangig zwei Rahmenbedingungen ausgesetzt: Anbieterseitig stehen die Unternehmen vor dem Problem, funktional und qualitativ mehr oder weniger austauschbare Güter auf überwiegend gesättigten Märkten absetzen zu müssen. Unique Selling Propositions durch einen objektiv messbaren Wettbewerbsvorteil im Sinne eines technischen oder qualitativen Vorsprungs sind entweder gar nicht vorhanden oder von lediglich kurzer Dauer. Seitens der Nachfrager sehen viele Sozialforscher (vgl. z. B. Schulze 2000) den grundlegenden Wertewandel der heutigen Gesellschaft vor allem in der zunehmenden Erlebnisorientierung.

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Authors
  1. Peter Weinberg
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  2. Ralph Salzmann
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Klaus-Peter Wiedmann

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© 2004 Deutscher Universitäts-Verlag/GWV Fachverlage GmbH, Wiesbaden

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Weinberg, P., Salzmann, R. (2004). Neuere Ansätze der Emotionsforschung aus Marketingsicht. In: Wiedmann, KP. (eds) Fundierung des Marketing. Deutscher Universitätsverlag. https://doi.org/10.1007/978-3-322-81694-8_3

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  • DOI: https://doi.org/10.1007/978-3-322-81694-8_3

  • Publisher Name: Deutscher Universitätsverlag

  • Print ISBN: 978-3-8244-8035-7

  • Online ISBN: 978-3-322-81694-8

  • eBook Packages: Springer Book Archive

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