311013 Marketingtheorie (V) (SoSe 2002)
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Die Vorlesung vermittelt einen Eindruck von den unterschiedlichen Ansätzen der Marketingtheorie als betriebswirtschaftlich interdisziplinärem Forschungsbereich. Schwerpunkte der Darstellungen bilden u.a.:
· Wissenschaftstheoretische Grundlagen (Modelle und Theorien im Marketing)
· Ansätze und Theorien zum Kaufverhalten (stimulus-, organismus- und reaktionsbezogene Aspekte)
· S(O)R-Modelle des Konsumentenverhaltens, insbesondere Struktur-, Simulations- und ökonometrische bzw. (voll-) stochastische Modelle
Bibliography
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Decker, R.; R. Wagner (2002): Marketingforschung, Landsberg, Moderne Industrie
(erscheint in Kürze).Ehrenberg, A.S.C. (1988): Repeat-Buying: Facts, Theory and Application, 2. Aufl., London, Griffin.
Kroeber-Riel, W.; P. Weinberg (1999): Konsumentenverhalten, 7. Aufl., München, Vahlen.
Lilien, G.L.; P. Kotler; K.S. Moorthy (1992): Marketing Models, Englewood Cliffs, Prentice-Hall.
(weitere Literatur in der Vorlesung)
Teaching staff
Dates ( Calendar view )
| Frequency | Weekday | Time | Format / Place | Period |
|---|
Subject assignments
| Degree programme/academic programme | Validity | Variant | Subdivision | Status | Semester | LP | |
|---|---|---|---|---|---|---|---|
| Betriebswirtschaftslehre / Diplom | (Enrollment until SoSe 2005) | B1; B5 | Wahlpflicht | HS | |||
| Sozialwissenschaften / Lehramt Sekundarstufe I | C2 | Wahlpflicht | GS und HS | ||||
| Sozialwissenschaften / Lehramt Sekundarstufe II | C2 | Wahlpflicht | GS und HS | ||||
| Volkswirtschaftslehre / Diplom | (Enrollment until SoSe 2005) | V3; V5 | Wahlpflicht | HS |
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- ECTS points
- 4
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- 1026973