publikationen

 

Publications

22publications

Article by Prof. Dr. Gert Gutjahr in Research & Results 5/2016:
Aus dem Bauch heraus.

 

Article by Prof. Gabriele Naderer and Jutta Rietschel in markenartikel 8/2016:
Nachhaltig erfolgreich.

 

 

Article by Andreas Doser, Jutta Rietschel and Frank Satter in planung & analyse Special 1/2016:
Von Big Data zum Big Success.

 

 

 

Thumbnail KopfKonsumentenArticle by Prof. Dr. Gert Gutjahr in Research & Results 5/2015:
In the consumer's mind.
Brand research with implicit methods.

 

 

 

 

 

 

Thumbnail Nach Kons entschArticle by Prof. Gabriele Naderer and Frank Satter in planung & analyse 4 No., August 2015
Decoding Sustainable Consumption.
Revealing relevant information through qualitative insights.

 

 

 

 

 

 

38523193Third edition is out now: Markenpsychologie [brand psychology]. 
Gert Gutjahr, Gabler Verlag, Wiesbaden
Experiments conducted as part of consumer neuroscience research into brand selection used functional magnetic resonance imaging to reveal some surprising results: the effects of brands are still unknown.

 

 

 

 

 

Die Fiktion im KopfArticle by Prof. Gutjahr in planung & analyse No.3, June 2015
Fiction of mind.
Brands offering guidance in a complex world.

 

 

 

 

 

 

 

Thumbnail Ueber alle Sinne markenartikelArticle by Prof. Gutjahr in markenartikel No. 6, June 2015
Above all senses.
Multisensoric communication at the POS leads to higher sales. Light, smell and sound...

 

 

 

 

 

 

Article by Jutta Rietschel in planung&analyse, No.3, June 2015
Category Management meets Marktpsychologie.
Download

 

 

 

Interview given by Prof. Gutjahr for Magazin Wirtschaft (IHK), 12.2014
Ein Zuviel des Guten gibt es kaum.
Marktforschungsexperte Prof. Gert Gutjahr beleuchtet das Phänomen Weihnachtseinkauf aus psyschologischer Sicht.
Download (73 Kb)

 

 

 

 

IFM Online 2014 TitelArticle by Prof. Gutjahr in Marketing Review
St. Gallen, No. 3, Juli 2014:
Der postmoderne Konsument – Erfolgversprechende
Konzepte für Marketing und Kommunikation.

Den postmodernen Konsumenten kennzeichnet eine gesellschaftliche  Veränderung in Kultur und Wirtschaft, die heute ...

 

 

 

 

Article by Prof. Gutjahr in markenartikel, No. 4, April 2014
Persuading customers at the POS.
Download (119 KB)

 

 

 


Cover MarkenpsychologieSecond edition is out now: Markenpsychologie [brand psychology]. 
Gert Gutjahr, Gabler Verlag, Wiesbaden
Experiments conducted as part of consumer neuroscience research into brand selection used functional magnetic resonance imaging to reveal some surprising results: the effects of brands are still unknown.

 

 

 

 

 

Article by Prof. Gutjahr in creativ verpacken, No. 5, September 2013
Packaging makes a competitive difference at POS.
Download (85 KB)

 

 

Article by Prof. Gutjahr in creativ verpacken, No. 3, April 2013
Attractive packaging is the way to market success.
Download (73 KB)

 

 

Article for the 47th Congress of German Market Research (BVM):
Packaging – where brand and consumer meet.

 

 

Second edition is out now: Qualitative Marktforschung in Theorie und Praxis. 
Gabriele Naderer & Eva Balzer (Hrsg.), Gabler Verlag, Wiesbaden (2011)
Grundlagen, Methoden und Anwendungen (book preview)
 

 

 

Prof. Dr. G. Gutjahr, Megatrend:
The way to a postmodern society

 

 

Prof. Dr. G. Gutjahr, Megatrend:

Sustainable company management will be a condition for long-term market success in the future.

 

 

Markenpsychologie. Gert Gutjahr, Gabler Verlag, Wiesbaden, 2011

Experiments conducted as part of consumer neuroscience research into brand selection used functional magnetic resonance imaging to reveal some surprising results: the effects of brands are still unknown.

 

forward >