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Geschichte der BWL – Die Konsumentenverhaltensforschung in Marketing und Betriebswirtschaftslehre

In: Ideengeschichte der BWL II

Author

Listed:
  • Andrea Gröppel-Klein

    (Universität des Saarlandes)

Abstract

Zusammenfassung Vor dem Hintergrund der Entwicklungsgeschichte des Marketing erläutert der Beitrag das Verhältnis zur Konsumentenverhaltensforschung. Deren Ideengeschichte, sowohl der Ursprünge in der US-amerikanischen Forschung und der verschiedenen Ansätze des „consumer behavior research“ als auch die Rezeption und Entwicklung im deutschsprachigen Raum, steht im Mittelpunkt der Ausführungen. Ausgehend von der Gründung des Instituts für Konsum- und Verhaltensforschung durch Werner Kroeber-Riel im Jahre 1969 wird die Entwicklung der Konsumentenforschung im deutschsprachigen Raum bis in die jüngste Zeit skizziert.

Suggested Citation

  • Andrea Gröppel-Klein, 2022. "Geschichte der BWL – Die Konsumentenverhaltensforschung in Marketing und Betriebswirtschaftslehre," Springer Books, in: Wenzel Matiaske & Dieter Sadowski (ed.), Ideengeschichte der BWL II, pages 179-212, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-35155-7_8
    DOI: 10.1007/978-3-658-35155-7_8
    as

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