Bala, C. & W. SchuldzinskiBeyond the average consumer – Consumer policy in times of the "unmanageable consumer"

In the 8th Volume of the series "Contributions to consumer research", the authors deal with the challenges facing consumer policy and consumer counselling in the light of various target groups, behavior patterns and needs. Aware that the (average) consumer does not exist, they develop ideas and tools that meet the needs and capabilities of the different target groups.

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