311102 Marketingtheorie (V) (SoSe 2003)
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Die Vorlesung vermittelt einen Eindruck von den unterschiedlichen Ansätzen der Marketingtheorie als betriebswirtschaftlich interdisziplinärem Forschungsbereich. Schwerpunkte der Darstellung 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 - Methoden und Modelle zur Bestimmung des Käuferverhaltens, München, Moderne Industrie.
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.; 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 | 4 | HS | ||
| Volkswirtschaftslehre / Diplom | (Enrollment until SoSe 2005) | V3; V5 | Wahlpflicht | 4 | HS | ||
| Wirtschaftswissenschaften / Bachelor | (Enrollment until SoSe 2005) | Nebenfach | Modul W1; Modul W2; Modul W4; Modul W5; Modul W6 | Wahl | 5. 6. | 4 | |
| Wirtschaftswissenschaften / Bachelor | (Enrollment until SoSe 2005) | Nebenfach | Modul W8 | Wahl | 5. 6. | 4 |
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- Last update basic details/teaching staff:
- Friday, December 11, 2015
- Last update times:
- Sunday, December 15, 2002
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- Monday, February 24, 2003
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- lecture (V) / 2
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- Faculty of Business Administration and Economics
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- ECTS points
- 4
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