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Empirische Untersuchungen von Fallbeispielen

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Demarketing

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Zusammenfassung

Da sich vergleichsweise wenige Forschungsstudien der Vergangenheit explizit mit der Konsumentenwahrnehmung von Demarketing auseinandersetzen, ist es angemessen, sich zunächst den Wissensstand zur Konsumentenwahrnehmung von verwandten Konzepten wie CSR, suffizienzfördernde Kommunikation und Green Marketing anzusehen, um übergreifende Erkenntnisse zu nutzen.

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    Andreas Hesse

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Hesse, A. (2023). Empirische Untersuchungen von Fallbeispielen. In: Demarketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-41787-1_3

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