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Grundzüge Der Marktforschung: Ein Leitfaden Für Studium Und PRAXIS by Manfred Hüttner

Grundzüge Der Marktforschung: Ein Leitfaden Für Studium Und PRAXIS

by Manfred Hüttner
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Book cover type: Paperback
  • ISBN13: 9783663006350
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Publication Date:
  • Pages: 360
  • Original Price: EUR 51.39
  • Language: German
  • Edition: Softcover Repri
  • Item Weight: 586 grams
  • BISAC Subject(s): Economics / General

Das vorliegende Buch ist unmittelbar entstanden aus Vorlesungen und übungen für Studierende der oberen Semester einer Höheren Wirtschafts- fachschule. Wenn es somit auch in erster Linie den Bedürfnissen der Aus- bildung von Führungskräften der Wirtschaft (im Sinne des "middle manage- ment"), also stark praxisbetonten Zwecken, dient und dienen soll, so hat es doch auch darüber hinausgehende Ziele. Bei einer Durchsicht der vorliegen- den Literatur, die keineswegs dürftig, sondern im Gegenteil recht umfang- reich ist, zeigt sich nämlich, da zwar eine Fülle von Schriften zu Einzel- fragen vorliegt, dagegen noch kaum eine in deutscher Sprache verfa te zusammenfassende, lehrbuchmä ige Darstellung, die eine Orientierung über die Gesamtheit der inzwischen schon recht weit differenzierten einzelnen Sachgebiete bzw. Methoden der Marktforschung gibt. Nicht zuletzt dürfte dieser Mangel auch darauf zurückzuführen sein, da der Bereich der Markt- forschung noch immer in der Bundesrepublik kaum Gegenstand der Lehre und Forschung an den Universitäten ist und wohl aus diesem Grunde viel- fach eine wissenschaftliche Systematik bei der Behandlung von Fragen der Marktforschung nicht in Erscheinung tritt. Obwohl also dem Buch nach Ursprung und Anlage an sich wissenschaftliche Ambitionen fremd sind, wird doch hier und da angesichts der Situation auf dem Gebiet der Marktforschung und des Zieles einer umfassenden und systematischen Darstellung gelegentlich die Erörterung von Grundsatzfragen bzw. von einzelnen noch ungelösten Problemen vonnöten sein.

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