Betriebliche Marktforschung

This book presents one of the first systematic treatises on all relevant aspects of corporate market research and is aimed at target groups including corporate market researchers, marketers, and students of business administration and economic psychology, as well as all programs with a focus on market research. The book emphasizes the added value that market research can provide to companies, particularly for marketing, and offers a detailed presentation of market research studies from the perspective of corporate market research. It covers the entire spectrum from the product life cycle and the 4Ps of marketing through the market research process to specific methods and data collection approaches. These focal points are complemented by budgetary, organizational, and legal aspects of corporate market research.