Bøker i Marketing-Management-serien

Frontmatter -- Geleitwort -- Vorwort -- Inhalt -- Verzeichnis der Abbildungen und Tabellen -- Abkürzungsverzeichnis -- 1. Verkaufsförderung im Kreuzfeuer -- 2. Verkaufsförderung im Marketing-Mix -- 3. Maßnahmen der Verkaufsförderung -- 4. Planung der Verkaufsförderung -- 5. Fallbeispiel - Verkaufsförderung für Dugena -- 6. Resümee und Prognose -- Literaturverzeichnis -- Sachregister

Influencer Marketing - 3 Manuscripts in 1 Book, Including: Social Media Marketing, Content Marketing and Mobile Marketing. 1)SOCIAL MEDIA MARKETING:7 Easy Steps to Master Social Media Advertising, Influencer Marketing & Platform Audience Growth. YOU'LL LEARN:Understanding what social media marketing isWhy your business needs itHow to conduct market research the right way to yield the best results for your businessHow to market on platforms like Facebook, Instagram, and YouTubeWhy selecting the right niche market mattersHow to build an unforgettable business presence on social mediaAnd much more! 2)CONTENT MARKETING:7 Easy Steps to Master Content Strategy, Content Creation, Search Engine Optimization & Copywriting. YOU'LL LEARN:What content marketing is, how it began, and what it has achieved to date for companiesUnderstanding the value proposition of content marketingHow to approach your company's unique perspectives and approach to create content and ways to distinguish your content from your competitorsUnderstanding the different types of content and how they work best to pursue some goals rather than othersHow to set-up a road map to navigate your way to set up a content marketing planUseful facts to boost content recognition and gain quick wins, motivating you to see real-life and practical techniques further to improve the creation and marketing of your sales-driven contentDetails of the essential components, including your preferred business model, purposes and goals, audience personas or profiles, and the buyer's journeyDelivering the right sort of content that not only captivates your audience but also leads to salesThe right content channels for your contentThe seven-step process to help you understand the purpose of attracting finely defined audiences and building content that will lead to credibility, trust, and potential salesAnd much more! 3)MOBILE MARKETING:7 Easy Steps to Master Mobile Strategy, Mobile Advertising, App Marketing & Location Based Marketing. YOU'LL LEARN:The importance of mobile strategyStrategies for Push NotificationsThe importance A/B testingHow to understand the critical components of App Marketing FunnelsThe power of SMS marketingWhat Location-Based Marketing isHow social media plays into Mobile MarketingWhat QR codes areHow QR codes can transform the customer experienceAnd much more!

Marketing Metrics - 3 Manuscripts in 1 Book, Including: Marketing Analytics, Digital Marketing and Marketing Strategy. 1)MARKETING ANALYTICS:7 Easy Steps to Master Marketing Metrics, Data Analysis, Consumer Insights & Forecasting Modeling. YOU'LL LEARN:How to determine stakeholdersWays to navigate data integrationThe importance of key performance indicatorsWays of implementing analyticsThe importance of data governanceThe purpose of conducting financial analysisThe role of ITHow to measure successWhat to look for with VendorsAnd much more! 2)DIGITAL MARKETING:7 Easy Steps to Master PPC Advertising, Affiliate Marketing, Email Marketing & Online Retargeting. YOU'LL LEARN:Why digital marketing is the way of the future?What is a digital story and why your business needs to be telling one?Why digital strategy is, by far, the VERY BEST approach that will turn your business vision into reality.What are some of the most important KPIs that you should be tracking and monitoring for your campaigns?What is email marketing automation and why you should be using it right now (if you haven't already started)?How do you understand your audience and figure out what your messaging should be?How to set the right kind of budget for your business and ensure you're getting the most bang for your buck.And much more! 3)MARKETING STRATEGY:7 Easy Steps to Master Marketing Fundamentals, Advertising Strategy, Marketing Management & Research. YOU'LL LEARN:How to understand the customerWays to navigate market analysisThe importance of the role that competition plays in strategyWhy distribution matters to your brand and consumersThe importance of the Marketing MixThe purpose of conducting financial analysisHow to review and assess your marketing strategyAnd much more!

Brand Management - 3 Manuscripts in 1 Book, Including: Business Branding, Marketing Strategy and Business Development. 1)BUSINESS BRANDING:7 Easy Steps to Master Brand Management, Reputation Management, Business Communication & Storytelling. YOU'LL LEARN:Importance of brandingUnderstanding brand purpose with examplesActionable steps that will help you build a brand trusted by peopleIdentifying the audience for your brandTypes of competitors and tips on identifying themA comprehensive guide to market researchHow to formulate your mission statementChoosing the right brand nameMarketing strategies to spread the word about your brandInnovative ideas to make your brand stand outAnd much more! 2)MARKETING STRATEGY:7 Easy Steps to Master Marketing Fundamentals, Advertising Strategy, Marketing Management & Research. YOU'LL LEARN:How to understand the customerWays to navigate market analysisThe importance of the role that competition plays in strategyWhy distribution matters to your brand and consumersThe importance of the Marketing MixThe purpose of conducting financial analysisHow to review and assess your marketing strategyAnd much more! 3)BUSINESS DEVELOPMENT:7 Easy Steps to Master Growth Hacking, Lead Generation, Sales Funnels, Traffic & Viral Marketing. YOU'LL LEARN:· How to identify your target market· Understanding your customer base and competitors· How to identify the type of business you are running· Setting and prioritizing SMART goals· How to generate leads· Increasing website traffic· Using sales funnels to generate engaging leads· Understanding how viral marketing works· And much more!

Marketing Fundamentals - 3 Manuscripts in 1 Book, Including: Marketing Strategy, Business Branding and Marketing Analytics. 1)MARKETING STRATEGY:7 Easy Steps to Master Marketing Fundamentals, Advertising Strategy, Marketing Management & Research. YOU'LL LEARN:How to understand the customerWays to navigate market analysisThe importance of the role that competition plays in strategyWhy distribution matters to your brand and consumersThe importance of the Marketing MixThe purpose of conducting financial analysisHow to review and assess your marketing strategyAnd much more! 2)BUSINESS BRANDING:7 Easy Steps to Master Brand Management, Reputation Management, Business Communication & Storytelling. YOU'LL LEARN:Importance of brandingUnderstanding brand purpose with examplesActionable steps that will help you build a brand trusted by peopleIdentifying the audience for your brandTypes of competitors and tips on identifying themA comprehensive guide to market researchHow to formulate your mission statementChoosing the right brand nameMarketing strategies to spread the word about your brandInnovative ideas to make your brand stand outAnd much more! 3)MARKETING ANALYTICS:7 Easy Steps to Master Marketing Metrics, Data Analysis, Consumer Insights & Forecasting Modeling. YOU'LL LEARN:How to determine stakeholdersWays to navigate data integrationThe importance of key performance indicatorsWays of implementing analyticsThe importance of data governanceThe purpose of conducting financial analysisThe role of ITHow to measure successWhat to look for with VendorsAnd much more!

Are you looking to assess your organization's performance and looking for ways to improve organizational growth and prospects? Are you unsure how to go about creating relationships, strong strategies, brand awareness, and marketplace expansion? Are you struggling to establish a big-picture view or long-term growth perspective in your business development strategy? Business Development is the guide you need! We will teach you how to establish your business development strategy in 7 easy steps. This guide is designed to provide you with all the tools you need in a concise, easy to understand format that will answer all your burning questions and get you on your way to establishing successful business development. Organizations always look at one of the best ways to boost revenue, and lower its cost through growth. Business development sees growth as its endgame. Growth is one of the most typical metrics for measuring the success of the bottom line. Business development uses a key process of devising a strategy to increase revenue and decrease expenses going out. Focusing on business development can help identify the products and markets that are most successful with the greatest profit potential, allowing the organization to see which objectives to go after clearly. Business Development provides you some pointers and tips for navigating a business development strategy, it also asks you to think and consider how you currently are strategizing. It helps you to evaluate where you are and what you, as an individual, need to change to push it to the next level. In a comprehensive step-by-step reference format, each chapter corresponds to a specific element of business development. The clear-cut organization makes it simple to follow along and refer back to areas you still feel confused about as you go. This guide is complete with coherent examples to help you distinguish between each element and log them into your long-term memory. YOU'LL LEARN:· How to identify your target market· Understanding your customer base and competitors· How to identify the type of business you are running· Setting and prioritizing SMART goals· How to generate leads· Increasing website traffic· Using sales funnels to generate engaging leads· Understanding how viral marketing works· And much more! To help you on this journey of achieving the goal of becoming a business developer, this guide goes through many actionable examples and strategies. As you press yourself to grow, you will find that there are so many experiences you have already had that will help formulate your ability to establish successful business development. Let's get started!

MARKETING MANAGEMENT - 8 MANUSCRIPTS IN 1 BOOK, INCLUDING: 1)MARKETING STRATEGY:7 Easy Steps to Master Marketing Fundamentals, Advertising Strategy, Marketing Management & Research. 2)BUSINESS BRANDING:7 Easy Steps to Master Brand Management, Reputation Management, Business Communication & Storytelling. 3)DIGITAL MARKETING:7 Easy Steps to Master PPC Advertising, Affiliate Marketing, Email Marketing & Online Retargeting. 4)SOCIAL MEDIA MARKETING:7 Easy Steps to Master Social Media Advertising, Influencer Marketing & Platform Audience Growth. 5)MARKETING ANALYTICS:7 Easy Steps to Master Marketing Metrics, Data Analysis, Consumer Insights & Forecasting Modeling. 6)CONTENT MARKETING:7 Easy Steps to Master Content Strategy, Content Creation, Search Engine Optimization & Copywriting. 7)BUSINESS DEVELOPMENT:7 Easy Steps to Master Growth Hacking, Lead Generation, Sales Funnels, Traffic & Viral Marketing. 8)MOBILE MARKETING:7 Easy Steps to Master Mobile Strategy, Mobile Advertising, App Marketing & Location Based Marketing. START MARKETING MANAGEMENT TODAY!

Are you new to mobile marketing or struggling to get started with understanding the mobile space? Do you want to be able to answer questions like - how do our mobile marketing activities compare to the competition? Are your mobile marketing resources properly allocated? Mobile Marketing is the guide you need! We will teach you how to establish your mobile marketing strategy in 7 easy steps. This guide is designed to provide you with all the tools you need in a concise, easy to understand format that will answer all your burning questions and get you on your way to establishing successful mobile marketing. Mobile marketing uses a multi-channel digital strategy to target audiences who are predominately using smartphones, mobile devices, tablets, email, texting, social media, and apps. There has been a significant upswing in recent years of customers shifting their attention to a mobile platform. As a result, marketers are following suit and developing omnichannel engagements. As the world goes more digital, so does marketing. For businesses to maintain the attention of potential customers, they are shifting the strategy even more, to be more personalized and value providing. Mobile Marketing provides you some pointers and tips for navigating a mobile marketing strategy, it also asks you to think and consider how you currently are strategizing. It helps you to evaluate where you are and what you, as an individual, need to change to push it to the next level. In a comprehensive step-by-step reference format, each chapter corresponds to a specific element of mobile marketing. The clear-cut organization makes it simple to follow along and refer back to areas you still feel confused about as you go. This guide is complete with coherent examples to help you distinguish between each element and log them into your long-term memory. YOU'LL LEARN:The importance of mobile strategyStrategies for Push NotificationsThe importance A/B testingHow to understand the critical components of App Marketing FunnelsThe power of SMS marketingWhat Location-Based Marketing isHow social media plays into Mobile MarketingWhat QR codes areHow QR codes can transform the customer experienceAnd much more! To help you on this journey of achieving the goal of becoming a mobile marketer, this guide goes through many actionable examples and strategies. As you press yourself to grow, you will find that there are so many experiences you have already had that will help formulate your ability to establish successful mobile marketing. Let's get started!

Are you new to marketing or struggling to get started with understanding marketing analytics? Do you want to be able to answer questions like - how do our marketing activities compare to the competition? Are your marketing resources properly allocated? Marketing Analytics is the guide you need! We will teach you how to establish your marketing analytics strategy in 7 easy steps. This guide is designed to provide you with all the tools you need in a concise, easy to understand format that will answer all your burning questions and get you on your way to establishing successful marketing analytics. Marketing analytics encompasses technologies and processes that enable marketing strategists to evaluate the success of their initiatives. Strategists accomplish this by measuring performance in the various channels they are present in, business metrics like marketing effectiveness, marking attribution, and return on investment (ROI). The purpose of marketing analytics is to collect data from across all marketing channels and consolidate it into a market view. Marketing Analytics provides you some pointers and tips for navigating a marketing analytics strategy, it also asks you to think and consider how you currently are strategizing. It helps you to evaluate where you are and what you, as an individual, need to change to push it to the next level. In a comprehensive step-by-step reference format, each chapter corresponds to a specific element of marketing analytics. The clear-cut organization makes it simple to follow along and refer back to areas you still feel confused about as you go. This guide is complete with coherent examples to help you distinguish between each element and log them into your long-term memory. YOU'LL LEARN:How to determine stakeholdersWays to navigate data integrationThe importance of key performance indicatorsWays of implementing analyticsThe importance of data governanceThe purpose of conducting financial analysisThe role of ITHow to measure successWhat to look for with VendorsAnd much more! To help you on this journey of achieving the goal of becoming a marketing analyst, this guide goes through many actionable examples and strategies. As you press yourself to grow, you will find that there are so many experiences you have already had that will help formulate your ability to establish successful marketing analytics. Let's get started!

How do you build long-term, lasting relationships with your customers? What are good tools to communicate instantly back and forth with your customers the same way you would do if you were chatting with a friend? How to allow your business to build a community where customers can come and feel like they belong? Social Media Marketing is the guide you need! We will teach you how to establish your social media marketing strategy in 7 easy steps. This guide is designed to provide you with all the tools you need in a concise, easy to understand format that will answer all your burning questions and get you on your way to establishing successful social media marketing. The digital space is a popular one. Popularity means this space will be crowded with thousands, if not millions of businesses, all vying for the attention of the customers. To stand out in the minds of your customers, you need to use social media platforms to develop a consistent message, voice, look and feel consistently sharing and defining your unique message is extremely relevant and valuable to your target audience. You stand out before your brand look & feel is different, but you also stand out because of the language you use to speak to your audience. Social Media Marketing provides you some pointers and tips for navigating a social media marketing strategy, it also asks you to think and consider how you currently are strategizing. It helps you to evaluate where you are and what you, as an individual, need to change to push it to the next level. In a comprehensive step-by-step reference format, each chapter corresponds to a specific element of social media marketing. The clear-cut organization makes it simple to follow along and refer back to areas you still feel confused about as you go. This guide is complete with coherent examples to help you distinguish between each element and log them into your long-term memory. YOU'LL LEARN:Understanding what social media marketing isWhy your business needs itHow to conduct market research the right way to yield the best results for your businessHow to market on platforms like Facebook, Instagram, and YouTubeWhy selecting the right niche market mattersHow to build an unforgettable business presence on social mediaAnd much more! To help you on this journey of achieving the goal of becoming a social media marketer, this guide goes through many actionable examples and strategies. As you press yourself to grow, you will find that there are so many experiences you have already had that will help formulate your ability to establish successful social media marketing. Let's get started!

How do you come up with the right digital marketing strategy for your business? How to go about creating the right kind of content with digital storytelling? How does a business go from being virtually unknown into a household name? Digital Marketing is the guide you need! We will teach you how to establish your digital marketing strategy in 7 easy steps. This guide is designed to provide you with all the tools you need in a concise, easy to understand format that will answer all your burning questions and get you on your way to establishing successful digital marketing. The digital space has opened up a whole new world of possibilities and opportunities. However, this also means that the good old fashioned marketing strategies don't work anymore. You need strategies that are going to keep up with the demands of today's digital marketing landscape. Everything is faster, better, more efficient, more entertaining, more valuable, more customer-centric, and a lot more targeted. Digital Marketing provides you some pointers and tips for navigating a digital marketing strategy, it also asks you to think and consider how you currently are strategizing. It helps you to evaluate where you are and what you, as an individual, need to change to push it to the next level. In a comprehensive step-by-step reference format, each chapter corresponds to a specific element of digital marketing. The clear-cut organization makes it simple to follow along and refer back to areas you still feel confused about as you go. This guide is complete with coherent examples to help you distinguish between each element and log them into your long-term memory. YOU'LL LEARN:Why digital marketing is the way of the future?What is a digital story and why your business needs to be telling one?Why digital strategy is, by far, the VERY BEST approach that will turn your business vision into reality.What are some of the most important KPIs that you should be tracking and monitoring for your campaigns?What is email marketing automation and why you should be using it right now (if you haven't already started)?How do you understand your audience and figure out what your messaging should be?How to set the right kind of budget for your business and ensure you're getting the most bang for your buck.And much more! To help you on this journey of achieving the goal of becoming a digital marketer, this guide goes through many actionable examples and strategies. As you press yourself to grow, you will find that there are so many experiences you have already had that will help formulate your ability to be a successful strategic marketing plan. Let's get started!

Would you like to know how to brand your business and stand out in an already saturated market? Are you thinking about starting a new business but worrying that there are too many competitors? Are you defining your target audience and are unsure about coming up with a unique brand name and logo? Business Branding is the guide you need! We will teach you how to establish your business branding in 7 easy steps. This guide is designed to provide you with all the tools you need in a concise, easy to understand format that will answer all your burning questions and get you on your way to successful business branding. New entrepreneurs are often overwhelmed with all the different processes that they have to go through in order to build a brand. The solution to your problem is not that difficult. You will be taken through a progressive process where with each chapter, you are taken to the next elevated layer of branding your business. You will learn the art of storytelling to improve business communication, and you will also learn some basic things like designing logos and mission statements for your brand. Business Branding provides you some pointers and tips for navigating a branding strategy, it also asks you to think and consider how you currently are strategizing. It helps you to evaluate where you are and what you, as an individual, need to change to push it to the next level. In a comprehensive step-by-step reference format, each chapter corresponds to a specific element of business branding. The clear-cut organization makes it simple to follow along and refer back to areas you still feel confused about as you go. This guide is complete with coherent examples to help you distinguish between each element and log them into your long-term memory. YOU'LL LEARN:Importance of brandingUnderstanding brand purpose with examplesActionable steps that will help you build a brand trusted by peopleIdentifying the audience for your brandTypes of competitors and tips on identifying themA comprehensive guide to market researchHow to formulate your mission statementChoosing the right brand nameMarketing strategies to spread the word about your brandInnovative ideas to make your brand stand outAnd much more! To help you on this journey of achieving the goal of becoming a branding strategist, this guide goes through many actionable examples and strategies. As you press yourself to grow, you will find that there are so many experiences you have already had that will help formulate your ability to establish successful business branding. Let's get started!

Are you new to marketing or struggling to get started with developing a strategy? Would you like to know how to assess and evaluate where your brand stands with competition? Are you looking to define the right marketing mix and need to know what it takes to generate a successful marketing strategy? Marketing Strategy is the guide you need! We will teach you how to establish your marketing strategy in 7 easy steps. This guide is designed to provide you with all the tools you need in a concise, easy to understand format that will answer all your burning questions and get you on your way to establishing a successful marketing strategy. Developing a marketing strategy is essential for any brand. It provides the research and tools needed to connect with the audience the brand is looking to connect with. Ultimately it can also show how the business is growing and opportunities for future growth. Without marketing, a brand is simply not going to be seen or grow. Marketing provides the spark for amazing brands to flourish and be known within the industry. Marketing Strategy provides you some pointers and tips for navigating a marketing strategy, it also asks you to think and consider how you currently are strategizing. It helps you to evaluate where you are and what you, as an individual, need to change to push it to the next level. In a comprehensive step-by-step reference format, each chapter corresponds to a specific element of marketing strategy. The clear-cut organization makes it simple to follow along and refer back to areas you still feel confused about as you go. This guide is complete with coherent examples to help you distinguish between each element and log them into your long-term memory. YOU'LL LEARN:How to understand the customerWays to navigate market analysisThe importance of the role that competition plays in strategyWhy distribution matters to your brand and consumersThe importance of the Marketing MixThe purpose of conducting financial analysisHow to review and assess your marketing strategyAnd much more! To help you on this journey of achieving the goal of becoming a marketing strategist, this guide goes through many actionable examples and strategies. As you press yourself to grow, you will find that there are so many experiences you have already had that will help formulate your ability to establish a successful strategic marketing plan. Let's get started!

Frontmatter -- Vorwort -- Inhalt -- Zielsetzung und Aufbau des Buches -- I. Konzeptionell-theoretische Grundlagen des Handels-Marketing -- Einführung -- Paradigmatische Basis der marketingwissenschaftlichen Handelsforschung / Hasitschka, Werner -- Instrumentelle Besonderheiten des Handels-Marketing / Scheuch, Fritz -- Zur Emanzipation des Handels-Marketing vom Hersteller-Marketing / Tietz, Bruno -- Die Bedeutung funktioneller und institutioneller Aspekte des Handels-Marketing für Industrie und Gewerbe / Bratschitsch, Rudolf -- II. Informationsgrundlagen des Handels-Marketing -- Einführung -- Systematisierung von Instrumenten und Objektbereichen der Handelsforschung / Hruschka, Harald -- Kundenorientierte Handelsforschung / Falk, Bernd -- Betriebsorientierte Handelsforschung / Hruschka, Harald -- III. Handelsbetriebliche Marketing-Planung -- Einführung -- Ziele und Strategien im Handels-Marketing - Eine Anwendung des Verfahrens "Analytic Hierarchy Process (AHP)" / Haedrich, Günther / Kreilkamp, Edgar -- Die Sortimentspolitik als Instrument des Handels-Marketing / Marzen, Walter -- Handelsbetriebliche Distributionspolitik / Hasitschka, Werner -- Externe und interne Standortpolitik / Schiebel, Walter -- Strategische Grundlagen des Preis-Marketing im Einzelhandel / Diller, Hermann -- Kommunikationspolitik im Handel / Schwab, Renate -- Einfluß von interaktiven elektronischen Medien auf die künftigen Entwicklungen im Handel / Weinhold-Stünzi, Heinz -- Das Bildschirmtextsystem als Marketing-Instrument des Handels / Dichtl, Erwin / Weber, Manfred -- Gottfried Theuer zum 60. Geburtstag -- Autoren -- Stichwortverzeichnis -- Backmatter

Frontmatter -- Vorwort zur 2. Auflage -- Inhalt -- Teil A Abgrenzung der psychologischen Marktforschung -- 1. Was ist Marktforschung? -- 2. Was ist psychologische Marktforschung? -- 3. Einordnung der psychologischen Marktforschung in das Gesamtsystem der Marktforschung -- 4. Das Methodenspektrum der Marktforschung -- Teil ¿ Die Methoden der psychologischen Marktforschung -- I. Methoden der Befragung -- II. Methoden der Beobachtung -- III. Experimentelle Methoden -- Teil C Die wichtigsten marktpsychologischen Verfahren und ihre Anwendungsbereiche -- 1. Die Image-Analyse -- 2. Die Motivforschung -- 3. Psychologische Produkt-Tests -- 4. Die psychologische Werbeforschung -- 5. Die Anwendungsgebiete multivariater Verfahren in der Marktforschung -- Anhang -- Literaturverzeichnis -- Sachverzeichnis

Am Beispiel des internationalen Industriegutervertriebs untersucht Christian Schmitz, die Zusammenarbeit zwischen Herstellern und internationalen Vertriebspartnern. Im Mittelpunkt stehen die Konzeptualisierung und Operationalisierung des Konstrukts "e;Channel Member Satisfaction"e;. Der Autor analysiert, welche internen und externen Determinanten aus lokaler Sicht der Vertriebspartner die Qualitat der Zusammenarbeit bestimmen, und prasentiert Ansatze zur Vertriebsgestaltung, um die Zusammenarbeit zwischen Herstellern und ihren Vertriebspartnern zu verbessern.

Der persönliche Verkauf ist ein Marketing-Instrument, das schon eingesetzt wurde, bevor überhaupt von Marketing die Rede war. Sowohl im Business-to-Business- als auch im Kon­ sumgüter-Bereich hat er für viele Branchen zentrale Bedeutung. Das zeigt sich nicht zuletzt an entsprechenden Budgets, die nicht selten innerhalb des Marketing-Budgets dominierend sind. Wenn man allerdings das Ausmaß der wissenschaftlichen Beschäftigung mit dem per­ sönlichen Verkauf mit anderen Teilgebieten des Marketing vergleicht, entsteht ein völlig an­ deres Bild: In der deutschsprachigen ebenso wie in der internationalen Marketing-Literatur, in wissenschaftlichen Zeitschriften ebenso wie in Lehrbüchern wird der persönlicher Verkauf eher am Rande behandelt. Woran mag diese Diskrepanz zwischen der großen Relevanz eines Fachgebiets und dem begrenzten wissenschaftlichen Interesse daran liegen? Sicher ist der persönliche Verkaufwe­ niger glamourös als etwa die Welt der Werbung und bietet weniger Entfaltungsmöglichkeit für methodische Brillanz als der Bereich der Marktforschung. Offenbar bereitet der Verkauf für die Anwendung des gängigen Forschungsinstrumentariums auch besondere Probleme. So sind die gängigen Befragungsmethoden auf Interaktionen zwischen Verkäufern und Kunden nur schlecht anwendbar. Auch die Rekrutierung von Auskunfts- oder Versuchspersonen be­ reitet mehr Schwierigkeiten als in weiten Gebieten der Konsumentenforschung.

Eva Wendt beschäftigt sich in ihrer Arbeit mit einem Thema aus dem Gebiet des K- sumentenverhaltens, das einerseits in der wissenschaftlichen Literatur bisher wenig beachtet wurde und andererseits in den letzten Jahren große Aktualität und auch pr- tische Relevanz erhalten hat. Hintergrund ist der soziale und ökonomische Wandel in der Bundesrepublik Deutschland und in anderen Ländern, der dazu geführt hat, dass nicht nur eine relativ große Zahl von Menschen länger arbeitslos ist, sondern dass vor dem Hintergrund der Arbeitsmarktreformen der vergangenen Jahre längere Arbeits- sigkeit bei den Betroffenen zu erheblicher Verarmung und deswegen auch zu grav- renden Veränderungen des Konsumverhaltens führt. In der Konsumentenforschung ist zwar vereinzelt die Wirkung sozialen und materiellen Aufstiegs auf das Konsumv- halten behandelt worden, die umgekehrte Richtung, der soziale Abstieg, und der damit verbundene Übergang zu verändertem bzw. vermindertem Konsum ist aber bisher ¿ wohl auch vor dem Hintergrund jahrzehntelangen wirtschaftlichen Aufstiegs ¿ kaum betrachtet worden. Lediglich zu einzelnen Aspekten des Verhaltens dauerhaft armer Konsumenten (z. B. ¿The poor pay more¿) finden sich gelegentlich Publikationen. Auch im Blickwinkel der Marketing-Praxis wirft diese Entwicklung relevante Fragen auf. Dazu nur zwei Beispiele: Welche Bereiche des Konsums werden durch sozialen Abstieg stärker oder schwächer betroffen? Wie stark werden langfristig entwickelte Markenbindungen in Frage gestellt oder aufgegeben? Eva Wendt betritt mit ihrer Dissertation wissenschaftliches Neuland und kann eben nur sehr begrenzt an bisherige einschlägige Forschung anknüpfen.

Die heutige Kommunikationslandschaft ist geprägt durch eine Vielzahl von verschiedenen Medien, über die ein Unternehmen mit seinen Kunden in Kontakt treten kann. Dabei stellt sich für ein Unternehmen immer die Frage, wie man möglichst glaubwürdig mit den Kunden kommunizieren kann und gleichzeitig Kontrolle über den Informationsfluss wahren kann. Beide Merkmale ¿ die Glaubwürdigkeit und die Kontrollierbarkeit ¿ stehen typischerweise in der Marketingkommunikation in einem gegensätzlichen Verhältnis zueinander. Das heißt, man erkauft sich hohe Glaubwürdigkeit immer mit geringer Kontrollierbarkeit. Sehr deutlich wird das bei zwei prototypischen Arten der Kommunikation im Marketing, der Werbung und der Publicity. Die Kommunikation über die Werbung lässt sich zwar gut kontrollieren, gilt aber als wenig glaubwürdig. Ganz anders bei Publicity: Hier erreicht man eine hohe Gla- würdigkeit, da die Informationsquellen als unabhängig gelten, doch die Unternehmen können nicht immer kontrollieren, was in den Medien über sie berichtet wird. Die wissenschaftliche Forschung hat dies häufig bestätigt, jedoch wurden dabei in erster Linie kurzfristige Effekte betrachtet. Verschiedene Elemente der Kommunikation werden aber in unterschiedlicher Art und Weise erinnert oder vergessen. Daher stellt sich die Frage, ob denn diese Effekte auch langfristig bestehen oder sich womöglich verändern. In ihrer Arbeit geht Franziska Küster-Rohde genau diesen zeitlichen Effekten nach. Sie unt- sucht dabei nicht nur die Effekte von Werbung und Publicity, sondern auch die Wirkung der Glaubwürdigkeit der Botschaft. Im Rahmen von zwei Experimenten kann sie zeigen, dass sich der Glaubwürdigkeitsvorteil der Publicity wie auch der Glaubwürdigkeitsvorteil einer Botschaft tatsächlichim Zeitablauf ausgleicht.