Literatur zu „Zielgruppe analysieren und verstehen“

Eine Übersicht von Artikeln und Büchern zum Themenkreis:

Antonides, G. and Van Raaij, F. (1998) Consumer Behaviour. A European Perspective. Chichester, UK: John Wiley & Sons.
Bond, J. and Kirshenbaum, R. (1998) Under the Radar. TAlking to Today’s Cynical Consumer. New York: John Wiley & Sons.
Decker, C. L. (1998) Winning with the P&G 99. 99 Principles and practices of Procter & GAmble Success. New York: POCKET by Simon & Schuster.
Du Plessis, E. (2011) The Branded Mind. What Neuroscience really tells us about the puzzle of the brain and the brand. London: KoganPage.
Green, L. (ed.) (2007) Advertising Works 15. Proving the effectiveness of marketing communications. IPA Effectiveness Awards 2006. London: Institute of Practitioners in Advertising.
Hallberg, G. (1995) All Consumers Are NOT Created Equal. The Differential Marketing Strategy for Brand Loyalty and Profits. New York: John Wiley & Sons.
Hoad, A. (ed.) (2005) Advertising Works 13. Proving the effectiveness of marketing communications. IPA Effectiveness Awards 2004. London: Institute of Practitioners in Advertising.
Kroeber-Riel, W., Weinberg, P. and Gröppel-Klein, A. (2009) Konsumentenverhalten. 9th edn. München: Vahlen.
Lambkin, M. et al. (eds) (1998) European Perspectives on Cunsumer Behaviour. Hemel Hempstead, UK: Prentice Hall.
Marder, E. (1997) The Laws of Choice. Predicting Customer Behavior. New York: The Free Press.
Martínez, P. (2012) The Consumer Mind. Brand perception and the implications for marketers. London: KoganPage.
Miller, D. (1998) A Theory of Shopping. Ithaca, New York: Cornell University Press.
Ogilvy, D. (1985) Ogilvy On Advertising. New York: Random House.
Ratneshwar, S., Mick, D. G. and Huffmann, C. (eds) (2000) The Why of Consumption. Contemporary perspectives on consumer motives, goals and desires. New York: Routledge.
Reynolds, T. J. and Olson, J. C. (2001) Underst5anding Consumer Decision Making. The Means-End Approach to Marketing and Advertising Strategy. Mahwah, New Jersey: Lawrence Erlbaum.
Rice, C. (1993) Consumer Behaviour. Behavioural Aspects of Marketing. 1st edn. Oxford: Butterwroth-Heinemann Ltd.
Rimini, M. (ed.) (2003) Advertising Works 12. Proving the effectivfeness of marketing communications. IPA Effectiveness Awards 2002. London: Institute of Practitioners in Advertising.
Solomon, M., Bamossy, G. and Askegaard, S. (1999) Consumer Behaviour. A European Perspective. Upper Saddle River, New Jersey: Simon & Schuster.
Storey, R. (ed.) (2008) Advertising Works 16. Proving the payback of marketing investment. IPA Effectiveness Awards 2007. London: Institute of Practitioners in Advertising.
Sutherland, M. (1997) Advertising and the Mind of the Consumer. What Works, What Does’n and Why. St Leonards Australia: Allen & Unwin.
Swasy, A. (1995) Der Procter & Gamble Report. Praktiken und Managementmehtoden eines der größten Markenartikler der Welt. München: Heyne.
Trommsdorff, V. (1998) Konsumentenverhalten. 3rd edn. Stuttgart: Kohlhammer.
Underhill, P. (1999) Why We Buy. The SCience of Shopping. 4th edn. New York: Simon & Schuster.
Weinberg, P. (1981) Das Entscheidungsverhalten der Konsumente. 1981st edn. Paderborn: UTB Schöningh.
Zaltman, G. (2003) How Customers Think. Essential Insights into the Mind of the Market. Boston: Harvard Business School Press.

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