Consumer attitudes toward marketing activities

Date of publication: September 1, 1974

Company: GfK

Author: Andreas Winkler

Abstract:

The study presented here is an inventory of how the consumer experiences and evaluates modern marketing. Material presently available regarding this question consists mainly of theoretical treatises, hypothesis and, above all, opinion. Consumer feelings about and reactions to the activities of modern marketing have rarely been the topic of empirical research, at least not in the Federal Republic of Germany.

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