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Prolog: Kontexte steuern unser Handeln!

In: Context-Marketing

Author

Listed:
  • Uwe H. Lebok

    (K&A BrandResearch AG)

  • Florian Klaus

    (K&A BrandResearch AG)

  • Ralph Ohnemus

    (K&A BrandResearch AG)

Abstract

Zusammenfassung Um Marken in ihrer Wahrnehmung zukunftsfähig verstärken zu können, helfen Erkenntnisse der Behavioral Economics. Das Denken und Handeln aus Alltagskontexten heraus verschafft Marketing schnellere Zugänge zu Menschen in ihrem Lebensalltag und bietet Steuerungsmöglichkeiten für eine alltagsnahe und erfolgreiche Gestaltung des Markenerlebens.

Suggested Citation

  • Uwe H. Lebok & Florian Klaus & Ralph Ohnemus, 2021. "Prolog: Kontexte steuern unser Handeln!," Springer Books, in: Ralph Ohnemus & Uwe H. Lebok & Florian Klaus (ed.), Context-Marketing, chapter 0, pages 1-5, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-34291-3_1
    DOI: 10.1007/978-3-658-34291-3_1
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