Hans Knoblich

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Hans Knoblich (born April 27, 1933 Schweinfurt ) is a German economist who researched and taught as a professor at the Georg-August University in Göttingen from 1970 to 1996 . His main research areas were commercial management and marketing .

Life

Knoblich completed his studies in economics at the University of Erlangen-Nuremberg as a business graduate. In 1961 he received his doctorate as Dr. oec. with the dissertation The copper world market . In 1968 he completed his habilitation in business administration with a thesis in business administration. From 1970 on he was full professor at the Georg-August University for the chair of business administration and director of the Institute for Marketing and Trade. He retired in 1996 . Furthermore, he was chairman of the board of the Göttingen student union .

Services

At the beginning of his research, Knoblich dealt in particular with the typological method in business administration or the business administration product typology , which is characterized by a comparative- descriptive abstraction. He put the goods in the field of sales science in the foreground of his considerations. He placed his method between individualization and generalization , depending on how many features were used for typing , and thus found a middle ground between greatly simplifying reality and taking complex details into account. Typifications are considered a fundamental step for a science and thus make a contribution to the development of further concepts and theories . Knoblich also conducted research in the field of multisensual marketing - especially in the field of fragrance and taste marketing . This is about conscious brand management by addressing the olfactory and gustatory perception . Knoblich examined these ways of customer manipulation , which are particularly suitable for behavior control in the direction of a purchase decision and for forming preferences , as they aim at unconscious arousal potential. So far, this has found its way into many industries, for example through the scenting of leather goods, travel agencies and new cars.

Works (selection)

  • Marketing with fragrance . 4th edition. Oldenbourg, Munich 2003, ISBN 3-486-24828-6 .
  • Taste research . Marketing and sensor technology for food and beverages. Oldenbourg, Munich 1996, ISBN 3-486-23362-9 .
  • Business product typology . Basics and Applications. West German Publishing House, Cologne 1969.
  • The world copper market . Duncker & Humblot, Berlin 1962.

Web links

Individual evidence

  1. ↑ Nina Fritsch: Success factors in foundation management . Success factor research in the nonprofit sector (=  corporate management and marketing series ). Gabler, Wiesbaden 2007, ISBN 978-3-8349-0468-3 , pp. 54 ( limited preview in Google Book search).
  2. ↑ Straight into the brain. Psycho-perfumes are supposed to seduce customers into buying them and stimulate the work ethic in factories and offices. In: Der Spiegel . No. 45 , 1992, pp. 142-145 ( online ).
  3. ↑ Susanne Schäfer: Odor design: seduced by scents unnoticed. In: Spiegel Online. Retrieved January 18, 2014 .
personal data
SURNAME Knoblich, Hans
BRIEF DESCRIPTION German economist
DATE OF BIRTH April 27, 1933
PLACE OF BIRTH Schweinfurt