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Internetnutzung aus Konsumentensicht by Oliver Roll

Internetnutzung aus Konsumentensicht


Internetnutzung aus Konsumentensicht by Oliver Roll

Oliver Roll setzt sich mit dem qualitativ-interpretierenden Ansatz als Methode zur Erklarung des Konsumentenverhaltens auseinander. Er zeigt, wie der Ansatz mit der Handlungstheorie vernetzt ist und wie mit Hilfe offener Fragen die subjektiven Sichtweisen der Internetnutzer rekonstruiert werden konnen.

About the Author

Dr. Oliver Roll promovierte bei Prof. Dr. Cornelia Zanger am Lehrstuhl fur Marketing und Handelsbetriebslehre der TU Chemnitz. Er ist Consultant bei Simon-Kucher & Partners, Strategy & Marketing Consultants, in Bonn.

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Book Info

Publication date

23rd September 2003


Oliver Roll

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Deutscher Universitats-Verlag


288 pages


Sales & marketing



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