Marketing and Market Research

Burak Tunca

doi:10.1007/978-3-319-50530-5_21

Marketing and Market Research

Burak Tunca

University of Agder

Research output: Chapter in Book/Report/Conference proceeding › Book chapter › Research

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Abstract

In this chapter, the author presents a brief introduction of marketing and market research, and subsequently highlights the contemporary developments that influence current thinking in these areas. By familiarizing marketing academics and practitioners with the state-of-the-art discussions, this chapter aims at improving the knowledge and understanding of marketing and market research, as well as enhancing the rigor of market research applications.

Original language	English
Title of host publication	Consumer Perception of Product Risks and Benefits
Editors	Gerard Emilien, Rolf Weitkunat, Frank Lüdicke
Place of Publication	New York
Publisher	Springer International Publishing
Pages	383-407
Number of pages	25
ISBN (Electronic)	978-3-319-50530-5
ISBN (Print)	978-3-319-50528-2
DOIs	https://doi.org/10.1007/978-3-319-50530-5_21
Publication status	Published - 2017 Mar 17
Externally published	Yes

Subject classification (UKÄ)

Business Administration

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10.1007/978-3-319-50530-5_21

Tunca_2017_author_versionAccepted author manuscript, 466 KBLicence: CC BY-NC-ND

Cite this

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title = "Marketing and Market Research",

abstract = "In this chapter, the author presents a brief introduction of marketing and market research, and subsequently highlights the contemporary developments that influence current thinking in these areas. By familiarizing marketing academics and practitioners with the state-of-the-art discussions, this chapter aims at improving the knowledge and understanding of marketing and market research, as well as enhancing the rigor of market research applications.",

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AB - In this chapter, the author presents a brief introduction of marketing and market research, and subsequently highlights the contemporary developments that influence current thinking in these areas. By familiarizing marketing academics and practitioners with the state-of-the-art discussions, this chapter aims at improving the knowledge and understanding of marketing and market research, as well as enhancing the rigor of market research applications.

U2 - 10.1007/978-3-319-50530-5_21

DO - 10.1007/978-3-319-50530-5_21

M3 - Book chapter

SN - 978-3-319-50528-2

SP - 383

EP - 407

BT - Consumer Perception of Product Risks and Benefits

A2 - Emilien, Gerard

A2 - Weitkunat, Rolf

A2 - Lüdicke, Frank

PB - Springer International Publishing

CY - New York

ER -

Marketing and Market Research

Abstract

Subject classification (UKÄ)

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