{"id":378,"date":"2013-11-27T18:20:09","date_gmt":"2013-11-27T16:20:09","guid":{"rendered":"http:\/\/www.rm-communication.de\/home\/?p=378"},"modified":"2015-06-02T06:18:35","modified_gmt":"2015-06-02T04:18:35","slug":"konsumentenverhalten","status":"publish","type":"post","link":"https:\/\/www.rm-communication.de\/home\/2013\/11\/27\/konsumentenverhalten\/","title":{"rendered":"Konsumentenverhalten"},"content":{"rendered":"<p><strong>Kroeber-Riel, W., Gr\u00f6ppel-Klein, A.,<\/strong> <strong>M\u00fcnchen 2013, Verlag Vahlen, 10. Aufl., 888 S., 49,80 Euro,<\/strong><\/p>\n<p><strong>ISBN 978-3-8006-4618-0<\/strong><\/p>\n<p><a title=\"Konsumentenverhalten bei Amazon\" href=\"http:\/\/www.amazon.de\/gp\/product\/3800646188\/ref=as_li_qf_sp_asin_tl?ie=UTF8&amp;camp=1638&amp;creative=6742&amp;creativeASIN=3800646188&amp;linkCode=as2&amp;tag=wwwrmcommunic-21&quot;&gt;Konsumentenverhalten&lt;\/a&gt;&lt;img src=&quot;http:\/\/ir-de.amazon-adsystem.com\/e\/ir?t=wwwrmcommunic-21&amp;l=as2&amp;o=3&amp;a=3800646188&quot; width=&quot;1&quot; height=&quot;1&quot; border=&quot;0&quot; alt=&quot;&quot; style=&quot;border:none !important; margin:0px !important;&quot; \" target=\"_blank\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-379\" title=\"Kosumentenverhalten bei Amazon\" src=\"http:\/\/www.rm-communication.de\/wp-content\/uploads\/2013\/11\/Konsumentenverhalten_200x300.jpg\" alt=\"Konsumentenverhalten_200x300\" width=\"200\" height=\"299\" \/><\/a>Es ist eine Binsenweisheit f\u00fcr alle, die im Digital Signage Gesch\u00e4ft unterwegs sind, dass es zun\u00e4chst auf den Content ankommt, und erst dann auf die Technik. Um Content zu generieren muss man aber wissen, wen man erreichen will. Wenn man dann diese Gruppe noch in seinem Sinne beeinflussen will, sollte man wissen wie sich diese verh\u00e4lt. Wie funktionieren Aktivierung, Einstellung, Motivation? Welche kognitiven Prozesse laufen ab, bevor es zu einer Kaufentscheidung kommt? Welchen Stellenwert bekommt die Umwelt? Nur wer mit diesen Grundlagen vertraut ist, kann wirkungsvollen Content generieren. Und deshalb ist Konsumentenverhalten seit Jahrzehnten das Buch zum Thema schlechthin. Wer sich hiermit intensiv besch\u00e4ftigt \u2013 und Konsumentenverhalten liest man nicht nebenbei \u2013 braucht nichts anderes mehr zu diesem Thema zu lesen, allenfalls themenspezifisch etwas Erg\u00e4nzungsliteratur. Wer sich seri\u00f6s mit Marketing besch\u00e4ftigen will, sollte dieses Buch im Regal stehen haben.<\/p>\n","protected":false},"excerpt":{"rendered":"<div class=\"mh-excerpt\"><p>Kroeber-Riel, W., Gr\u00f6ppel-Klein, A., M\u00fcnchen 2013, Verlag Vahlen, 10. Aufl., 888 S., 49,80 Euro, ISBN 978-3-8006-4618-0 Es ist eine Binsenweisheit <a class=\"mh-excerpt-more\" href=\"https:\/\/www.rm-communication.de\/home\/2013\/11\/27\/konsumentenverhalten\/\" title=\"Konsumentenverhalten\">[Mehr &#8230;]<\/a><\/p>\n<\/div>","protected":false},"author":1,"featured_media":379,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[33],"tags":[],"class_list":{"0":"post-378","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-empfehlenswerte-buecher"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Konsumentenverhalten - RM-Communication<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.rm-communication.de\/home\/2013\/11\/27\/konsumentenverhalten\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Konsumentenverhalten - RM-Communication\" \/>\n<meta property=\"og:description\" content=\"Kroeber-Riel, W., Gr\u00f6ppel-Klein, A., M\u00fcnchen 2013, Verlag Vahlen, 10. 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