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Marktforschung: Ein Einführendes Lehr- Und Übungsbuch by Rainer Olbrich, Dirk Battenfeld, Carl-Christian Buhr

Marktforschung: Ein Einführendes Lehr- Und Übungsbuch

by Rainer Olbrich , Dirk Battenfeld , Carl-Christian Buhr
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Book cover type: Paperback
  • ISBN13: 9783642243448
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Springer
  • Publisher Imprint: Springer
  • Publication Date:
  • Pages: 341
  • Original Price: EUR 30.83
  • Language: German
  • Edition: 2012
  • Item Weight: 808 grams
  • BISAC Subject(s): Marketing / General

In kompakter und verst�ndlicher Form f�hrt das Buch in die wichtigsten Bereiche der Marktforschung ein. Aufbauend auf wissenschaftstheoretischen Grundz�gen und einer Einf�hrung in die Erforschung des Konsumentenverhaltens stellen die Autoren die Phasen und Methoden der Marktforschung dar, insbesondere multivariate Analysemethoden. Sie vermitteln dabei ein sehr klares Grundverst�ndnis f�r die Planungsprozesse, ohne auf wissenschaftliche und mathematische Pr�zision zu verzichten. Mit ca. 70 Abbildungen, 30 �bungsaufgaben sowie umfangreichem Glossar.

Univ.-Prof. Dr. Rainer Olbrich ist Inhaber des Lehrstuhls für Betriebswirtschaftslehre, insbesondere Marketing, der FernUniversität in Hagen.

Prof. Dr. Dirk Battenfeld ist Inhaber des Lehrstuhls für Betriebswirtschaftslehre, insbesondere Marketing und Controlling, der Alanus Hochschule in Alfter.

Dr. Carl-Christian Buhr ist derzeit für die EU in Brüssel tätig.

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