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The objective of this book is to contribute to the role that
consumer behaviour research plays as a well established research
discipline in an international context. This book outlines the
state of the art in consumer behaviour and provides insights into
new developments including the emotional and cognitive as well as
social factors influencing consumer behaviour.
Claudia Mennicken entwickelt einen konzeptionellen Bezugsrahmen fur
ein interkulturelles Marketingmanagement und konstruiert eine
Kulturkonzeption, die die Wirkungszusammenhange zwischen Kultur,
Konsumverhalten und Marketing systematisch erfasst.
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