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Marktforschung: Methodische Grundlagen Und Praktische Anwendung by Ludwig Berekoven, Werner Eckert, Peter Ellenrieder

Marktforschung: Methodische Grundlagen Und Praktische Anwendung

by Ludwig Berekoven , Werner Eckert , Peter Ellenrieder
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Book cover type: Paperback
  • ISBN13: 9783834915481
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Publication Date:
  • Pages: 436
  • Original Price: GBP 44.99
  • Language: German
  • Edition: 12., Uberarb. U
  • Item Weight: 704 grams
  • BISAC Subject(s): Marketing / Research

Das Lehrbuch von Ludwig Berekoven, Werner Eckert und Peter Ellenrieder ist aufgrund seiner �bersichtlichen und verst�ndlichen Darstellungsweise das Standardwerk der Marktforschung. Grundlagen, Methoden und Instrumente sowie Anwendungen der Marktforschung werden didaktisch geschickt beschrieben und kritisch hinterfragt.
Insbesondere der angewandten Marktforschung wird bewusst breiter Raum einger�umt. Anhand einer Fallstudie wird die praktische Umsetzung, beginnend mit der Produktidee �ber die Produktentwicklung bis hin zur Produkteinf�hrung, illustriert.

Bei der �berarbeitung der 12. Auflage wurden neue Entwicklungen im Bereich der Befragung, Neuromarktfoschung, Beobachtung und Preisforschung ber�cksichtigt. Bei der Darstellung des Methodenarsenals wurden M�glichkeiten und Grenzen kritisch beleuchtet. Das praxisorientierte Fallbeispiel wurde an die aktuellen Marktgegebenheiten angepasst.

Prof. Dr. Ludwig Berekoven war Inhaber des Lehrstuhls für Marketing, Internationales Marketing und Handel an der Universität Erlangen-Nürnberg.
Prof. Dr. Werner Eckert ist Professor für Betriebswirtschaftslehre, Außenwirtschaft und Marktforschung, an der Fachhochschule Regensburg.
Dr. Peter Ellenrieder ist Inhaber eines mittelständischen Unternehmens.

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