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Hans Ruediger Kaufmann - Author

About the Author

Books by Hans Ruediger Kaufmann

Handbook of Research on Contemporary Consumerism

Handbook of Research on Contemporary Consumerism

Author: Hans Ruediger Kaufmann Format: Hardback Release Date: 30/06/2020

Societal marketing has gained widespread recognition in the marketing discipline both in academia and the professional industry. The Handbook of Research on Contemporary Consumerism is an essential reference source that provides an in-depth understanding on the various aspects and issues of consumerism and reveals the critical success factors and conceptual and theoretical frameworks of these concepts from recent contexts and perspectives. Additionally, it examines the impact of identity on marketing and branding from the consumerist perspective, discusses consumerism as a source of innovation and product development, and provides insights on consumerism and profitability. Featuring research on topics such as circular economy, digital marketing, and social media, this book is ideally designed for practitioners, managers, marketers, academic researchers, and students.

Exploring the Power of Electronic Word-of-Mouth in the Services Industry

Exploring the Power of Electronic Word-of-Mouth in the Services Industry

Author: Hans Ruediger Kaufmann Format: Hardback Release Date: 30/11/2019

User opinions about service experiences have been extensively acknowledged to play a key role in influencing the consumption decisions of other customers. The widespread adoption of internet technologies has amplified enormously the volume and the potential impact of such customer-generated content in the form of electronic word-of-mouth (eWOM). Exploring the Power of Electronic Word-of-Mouth in the Services Industry is an essential research book that explores the importance of consumer perception and the influence of word-of-mouth in the digital world. Featuring a range of topics such as data mining, online engagement, and social media, this book is ideal for academicians, researchers, IT developers, marketers, managers, media specialists, and professionals.

Socio-Economic Perspectives on Consumer Engagement and Buying Behavior

Socio-Economic Perspectives on Consumer Engagement and Buying Behavior

Author: Hans Ruediger Kaufmann Format: Hardback Release Date: 30/05/2017

In modern business practices, marketing dimensions are changing with new opportunities appearing in consumer behavioral contexts. By studying consumer activities, businesses can better engage and retain current and new customers. Socio-Economic Perspectives on Consumer Engagement and Buying Behavior is a comprehensive reference source on new innovative dimensions of consumer behavioral studies and reveals different conceptual and theoretical frameworks. Featuring expansive coverage on a number of relevant topics and perspectives, such as green products, automotive technology, and anti-branding, this book is ideally designed for students, researchers, and professionals seeking current research on the dimensions of consumer engagement and buying behavior.