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Home > Business and Economics > Economics > Informationsökonomische Fundierung von Austauschprozessen: Eine nachfragerorientierte Analyse(111 neue betriebswirtschaftliche forschung (nbf))
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Informationsökonomische Fundierung von Austauschprozessen: Eine nachfragerorientierte Analyse(111 neue betriebswirtschaftliche forschung (nbf))

Informationsökonomische Fundierung von Austauschprozessen: Eine nachfragerorientierte Analyse(111 neue betriebswirtschaftliche forschung (nbf))


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About the Book

Die zentrale Aufgabe des Marketing besteht in der Analyse und Ausgestaltung marktlicher Austauschprozesse. Die Marketingwissenschaft hat sich bisher fast ausschließlich verhaltenswissenschaftlicher Erklärungsmodelle bedient. Doch mit der Weiterentwicklung der neoklassischen Mikroökonomie kommt nunmehr der Informationsökonomie grundlegende Bedeutung zu. Auf der Basis informationsökonomischer Überlegungen analysiert Jost Adler Austauschprozesse im allgemeinen und das Kaufverhalten im besonderen. Um eine möglichst realitätsnahe Abbildung zu erreichen, entwickelt der Autor einen Ansatz, der die informationsökonomische Betrachtungsweise und verhaltenswissenschaftliche Erkenntnisse in ein einheitliches Erklärungsmodell integriert. Die dieser Modellbetrachtung zugrundeliegenden Hypothesen werden in einer ersten empirischen Prüfung bestätigt. Verzeichnis: Auf Basis informationsökonomischer Überlegungen analysiert der Autor Austauschprozesse im allgemeinen und das Kaufverhalten im besonderen. Er entwickelt einen Ansatz, der die informationsökonomische Betrachtungsweise und verhaltenswissenschaftliche Erkenntnisse in ein einheitliches Erklärungsmodell integriert.

Table of Contents:
1 Mikroökonomische Theorie und Marketing.- 2 Modelle der mikroökonomischen Theorie unter Unsicherheit.- 3 Informations- und Unsicherheitsprobleme in Austauschprozessen.- 4 Abbildung von Kaufprozessen aus informationsökonomischer Sicht.- 5 Empirische Analyse des Einsatzes von Unsicherheitsreduktionsstrategien bei einzelnen informationsökonomischen Kauftypen.- 6 Zusammenfassende Beurteilung und Implikationen.

About the Author :
Dr. Jost Adler promovierte am Lehrstuhl von Professor Dr. Rolf Weiber der Universität Trier. Er arbeitet heute als wissenschaftlicher Mitarbeiter am Lehrstuhl für Marketing der Universität Trier.


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Product Details
  • ISBN-13: 9783409128131
  • Publisher: Gabler
  • Publisher Imprint: Gabler
  • Language: German
  • Returnable: Y
  • Sub Title: Eine nachfragerorientierte Analyse
  • ISBN-10: 3409128131
  • Publisher Date: 12 Dec 1996
  • Binding: Paperback
  • No of Pages: 290
  • Series Title: 111 neue betriebswirtschaftliche forschung (nbf)


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