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ISBN: 9783110867459 9783110104783 Year: 2019 Publisher: Berlin ;; Boston De Gruyter
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ISBN: 9783030107932 9783030107949 Year: 2019 Publisher: Cham Springer
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This textbook describes and explains the fundamentals of applying empirical methods for theory building and theory testing in marketing research. The authors explain the foundations in philosophy of science and the various methodological approaches to readers who are working empirically with the purpose of developing and testing theories in marketing. The primary target group of the book are graduate students and PhD students who are preparing their empirical research projects, e.g. for a master thesis or a dissertation.
Methods in social research (general) --- Marketing --- sociologie --- ethiek --- marketing --- onderzoeksmethoden
Digital
ISBN: 9783658184179 Year: 2018 Publisher: Wiesbaden Springer Fachmedien Wiesbaden, Imprint: Springer Gabler
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This textbook gives a clear and comprehensive overview of the process of strategic marketing planning. The authors provide a systematic framework that helps to structure the vast and complex marketing knowledge, thus making it more accessible and easier to use for strategic marketing planning. Many short case reports and examples serve to illustrate the key aspects of the marketing planning process. Contents The information basis of marketing planning Market-oriented corporate planning Market-oriented business unit planning Planning the marketing mix Marketing implementation and management control The authors Prof. Dr. Torsten Tomczak is Director of the Institute for Customer Insight at the University of St. Gallen (ICI-HSG) and Professor of Marketing at the University of St. Gallen. Prof. Dr. Sven Reinecke is Director of the Institute of Marketing at the University of St. Gallen (IfM-HSG).Prof. Dr. Alfred Kuss is Professor (em.) at the Marketing Department of Freie Universität Berlin.
Digital
ISBN: 9783110841008 9783110074109 Year: 2019 Publisher: Berlin ;; Boston De Gruyter
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ISBN: 9783110887518 9783110068825 Year: 2019 Publisher: Berlin ;; Boston De Gruyter
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