Marketing and Market Research

Forskningsoutput: Kapitel i bok/rapport/Conference proceedingKapitel samlingsverk

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.

Detaljer

Författare
Externa organisationer
  • University of Agder
Forskningsområden

Ämnesklassifikation (UKÄ) – OBLIGATORISK

  • Företagsekonomi
Originalspråkengelska
Titel på värdpublikationConsumer Perception of Product Risks and Benefits
RedaktörerGerard Emilien, Rolf Weitkunat, Frank Lüdicke
UtgivningsortNew York
FörlagSpringer International Publishing
Sidor383-407
Antal sidor25
ISBN (elektroniskt)978-3-319-50530-5
ISBN (tryckt)978-3-319-50528-2
StatusPublished - 2017 mar 17
PublikationskategoriForskning
Peer review utfördNej
Externt publiceradJa

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