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Die Nutzung von Marktforschungsinformationen

Die Nutzung von Marktforschungsinformationen

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783658070861
Condition
New
Product Description

Marktforschungsinformationen knnen eine zentrale Quelle fr 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 organisationalen Informationsverarbeitung. Der Autor identifiziert mehrere potenzielle Determinanten 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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