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Image for Die Nutzung von Marktforschungsinformationen: Eine empirische Untersuchung zur Bedeutung der Unternehmensmarktforschung
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Die Nutzung von Marktforschungsinformationen: Eine empirische Untersuchung zur Bedeutung der Unternehmensmarktforschung (2014.)

Bode, Christian
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Marktforschungsinformationen konnen eine zentrale Quelle fur den Erwerb langfristiger Wettbewerbsvorteile darstellen; mit der effektiven Nutzung haben Unternehmen jedoch erhebliche Probleme.

Vor diesem Hintergrund untersucht Christian Bode die Rolle der unternehmensinternen Marktforschungsfunktion bei der organisationalenInformationsverarbeitung.

Der Autor identifiziert mehrere potenzielleDeterminanten der Nutzung und berprft sie in einem Modell zur Vorhersage von Art und Ausma der Nutzung sowie zentraler Fhigkeiten im Marketing.

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Product Details
Springer
3658070870 / 9783658070878
eBook (Adobe Pdf)
658.8
29/08/2014
German
181 pages
Copy: 10%; print: 10%
KJM Management & management techniques, KJS Sales & marketing, KJSM Market research
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