Betriebliche Marktforschung: Mehrwert für Marketing, Steuerung und Strategie

Marco Ottawa; Christian Rietz

Published by De Gruyter Oldenbourg 2014

Betriebliche Marktforschung

Mehrwert für Marketing, Steuerung und Strategie

Corporate Market Research: Added Value for Marketing, Management, and Strategic Planning

Marco Ottawa and Christian Rietz

https://doi.org/10.1524/9783486857849

Overview
Contents

About this book

This is the first systematic presentation of all aspects of corporate market research and is intended for corporate and academic market researchers, marketers, and students of business administration, industrial psychology, and other fields of market research. The volume emphasizes the added value of corporate market research, and includes a detailed presentation of market research studies from the perspective of corporate market research.

Presents all relevant aspects of corporate market research

Author / Editor information

Marco Ottawa (Deutsche Telekom); Prof. Dr. Christian Rietz (Universität Köln)

Supplementary Materials

Topics

Frontmatter Publicly Available Download PDF	I
Vorwort Marco Ottawa Requires Authentication Unlicensed Licensed Download PDF	V
Vorwort Christian Rietz Requires Authentication Unlicensed Licensed Download PDF	VII
Danksagungen Requires Authentication Unlicensed Licensed Download PDF	IX
Inhaltsverzeichnis Publicly Available Download PDF	XI
Abbildungsverzeichnis Requires Authentication Unlicensed Licensed Download PDF	XV
Tabellenverzeichnis Requires Authentication Unlicensed Licensed Download PDF	XVII
1. Einführung in die betriebliche Marktforschung Requires Authentication Unlicensed Licensed Download PDF	1
2. Rahmenbedingungen betrieblicher Marktforschung Requires Authentication Unlicensed Licensed Download PDF	29
3. Marktforschung längs des Produktlebenszyklus Requires Authentication Unlicensed Licensed Download PDF	69
4. Ablauf einer prototypischen Marktforschungsstudie Requires Authentication Unlicensed Licensed Download PDF	75
5. Spezialfälle der betrieblichen Marktforschung Requires Authentication Unlicensed Licensed Download PDF	107
6. Ergebnispräsentation und -verwertung Requires Authentication Unlicensed Licensed Download PDF	141
7. Mehrwert betrieblicher Marktforschung Requires Authentication Unlicensed Licensed Download PDF	159
8. Aktuelle Trends und Ausblick Requires Authentication Unlicensed Licensed Download PDF	173
Anhang 1. Methoden in der betrieblichen Marktforschung Requires Authentication Unlicensed Licensed Download PDF	177
Anhang 2. Die Situation der Marktforschung in Deutschland, Österreich und der Schweiz Requires Authentication Unlicensed Licensed Download PDF	215
Abkürzungsverzeichnis Requires Authentication Unlicensed Licensed Download PDF	223
Literaturverzeichnis Requires Authentication Unlicensed Licensed Download PDF	225

(Deutsch)

Language: German
Publisher: De Gruyter Oldenbourg
Audience: Market researchers, marketers, and students of business, industrial psychology, and related fields
Pages
- Front matter: 18
- Main content: 234
Illustrations
- Illustrations: 52
- Tables: 8
Keywords: Presentation of results; make or buy; market research department; market research study

eBook

Published: May 8, 2014
ISBN: 9783486857849

Hardcover

Published: April 14, 2014
ISBN: 9783486743579