| Tekijä: | Belz, C. |
| Otsikko: | Kunden und Marketingverantwortliche zwischen Wunsch und Wirklichkeit. |
| Lehti: | IO Management-Zeitschrift industrielle Organisation
1996 : VOL. 65:6, p. 21-25 |
| Asiasana: | MARKETING MARKETING RESEARCH ETHICS CONSUMER BEHAVIOUR CONSUMER RESEARCH RECESSION |
| Kieli: | ger |
| Tiivistelmä: | Why do the attractive models of experience marketing have less and less effect? Experiences represent the illusory world of marketing, and a gulf is developing increasingly between appearance and reality for customers in the recessive environment. Moreover, the pressure of the quest for success in companies does not further the long-term image worlds of marketing. This article considers the stress field between the desired and the reality for customers and those responsible for marketing. The result: a need for honest marketing. |
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