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Die Nutzung von Marktforschungsinformationen

Die Nutzung von Marktforschungsinformationen

Christian Bode

60,48 €
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Editorial:
Springer Nature B.V.
Año de edición:
2014
Materia
Ventas y marketing
ISBN:
9783658070861
60,48 €
IVA incluido
Disponible

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​Marktforschungsinformationen können eine zentrale Quelle für 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 überprüft sie in einem Modell zur Vorhersage von Art und Ausmaß der Nutzung sowie zentraler Fähigkeiten im Marketing.

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