Johanna Gollnhofer – författare

Modern commercial landscapes are characterized by rapidly evolving markets, and this authoritative Encyclopedia acts as an essential navigational guide to such changeable consumer environments. This Encyclopedia provides an overview of crucial subjects within the study of consumer behavior, leading to a clear understanding of the terms that inform both research and practice. Contributors articulate the importance of examining a diversity of perspectives when studying consumer behavior, alongside essential consideration of a broad range of factors which may affect it, including cultural, social, ethical and technological concerns. Developing topics such as artificial intelligence and sustainable consumerism are analyzed to offer a fully updated picture of consumer behavior. Acting as both an academic launchpad and a research aid, the Elgar Encyclopedia of Consumer Behavior is vital for students and academics of marketing, business research methods and those studying consumer psychology and trends. Key Features:More than 90 concise entries that drive both theory and practiceIncludes important related terms within each entry to help further independent analysisDelves into possibilities for further research within burgeoning topic areas such as augmented reality marketing and mass customization to fully capture the contemporary relevance of consumer behavior studies

Modern commercial landscapes are characterized by rapidly evolving markets, and this authoritative Encyclopedia acts as an essential navigational guide to such changeable consumer environments.

This Encyclopedia provides an overview of crucial subjects within the study of consumer behavior, leading to a clear understanding of the terms that inform both research and practice. Contributors articulate the importance of examining a diversity of perspectives when studying consumer behavior, alongside essential consideration of a broad range of factors which may affect it, including cultural, social, ethical and technological concerns. Developing topics such as artificial intelligence and sustainable consumerism are analyzed to offer a fully updated picture of consumer behavior.

Acting as both an academic launchpad and a research aid, the Elgar Encyclopedia of Consumer Behavior is vital for students and academics of marketing, business research methods and those studying consumer psychology and trends.

Key Features:

More than 90 concise entries that drive both theory and practiceIncludes important related terms within each entry to help further independent analysisDelves into possibilities for further research within burgeoning topic areas such as augmented reality marketing and mass customization to fully capture the contemporary relevance of consumer behavior studies

Unlocking the untapped 60% of consumers, experts reveal how marketing can transform sustainable choices from a niche concern into mass adoption.Sustainable consumption is no longer a niche concern, it’s a necessity. Even so, many consumers remain hesitant, torn between their belief in sustainability and their fears of cost, inconvenience, and compromise. The 60% Potential displays how marketing can bridge this gap and transform mainstream consumers from passive bystanders into active participants in the green transition.Marketing experts Johanna Gollnhofer and Jan Pechmann provide a data-driven approach to understanding consumer hesitation, providing real-world strategies that inspire change without resistance. Through case studies and best practices, they illustrate how brands can reframe sustainability as desirable and accessible. While a call to action, this book also outlines the evolving role of marketing leaders in shaping a future where sustainability is not a sacrifice, but a selling point.Essential reading for CMOs and business leaders, The 60% Potential proves that the key to a greener future isn’t just innovation—it’s communication.

Dieses Buch vermittelt in verständlicher und knapper Form einen systematischen Überblick über den idealtypischen Verlauf der Marketingplanung. Leserinnen und Leser erhalten ein übersichtliches Raster, mit dessen Hilfe sie das umfangreiche und komplexe Marketingwissen einordnen und für die strategische Marketingplanung nutzen können. Viele kurze, prägnante Beispiele veranschaulichen die wesentlichen Aspekte des Marketingplanungsprozesses.Neu in der 8. AuflageIn der 8. Auflage wurden alle Kapitel umfassend überarbeitet und um aktuelle Entwicklungen ergänzt. Neu hinzu kommen Kapitel  2 Konsumentenverhalten und Kapitel 3 Marktforschung, um sicherzustellen, dass der Marketingplanungsprozess an Kundin und Kunde bzw. am Markt ausgerichtet wird. Ein weiteres neues Kapitel 5 ist dem Thema Markenmanagement gewidmet. Kapitel 7 wurde bezogen auf die Marketingimplementierung komplett überarbeitet. Der Teil zum Marketingcontrolling wurde aktualisiert.Kostenlos für Leser: Zusätzliche Fragen zum Buch in der Springer Nature Flashcards-App.Der InhaltEinführungKonsum- und KaufverhaltenMarktforschungPlanung der Wachstumsstrategie und der Marketing-KernaufgabenMarkenführungMarketing-Mix-PlanungMarketingimplementierung und -controlling