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Marktabenteuer Oder Marktforschung?

Marktabenteuer Oder Marktforschung?


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About the Book

Diese Arbeit ist aus der Praxis für die Praxis entstanden. Der Gegenstand Marktforschung erfordert aber nicht nur, praktische Hinweise zu geben, wie bestimmte Probleme in eine nutzbringende Fragestellung gebracht und mit den richtigen Mitteln einer Lösung entgegengeführt werden können; er verlangt auch zu zeigen, wie sehr die wissenschaftliche Denkweise (Theorie) hier in die Arbeitsmethode des Kaufmanns eingedrungen ist. Dieser Vorgang ist auf vielen Gebieten unternehmerischer Betätigung in den letzten 50 Jahren festzustellen. Die Wirtschaftsprüfer, Steuerberater, Devisen- berater, Werbeberater, Betriebspsychologen haben eine beachtliche Stimme bei wichtigen betrieblichen Entscheidungen erlangt. Der Marktforscher ist gerade jetzt im Begriff, sich einzureihen, und zwar auch in Europa und auch bei mittleren und kleinen Betrieben. Viele Kaufleute, auch Exporteure und Importeure, glaubten bis jetzt, ohne Marktforschung auskommen zu können. Bei einer solchen Einstellung ist aber zu befürchten, daß die sonst so aktive deutsche Wirtschaft eines Tages im Wett- bewerb gegenüber aufgeschlosseneren ausländischen Kaufleuten zurückstehen wird. Es ist der Zweck dieser Ausführungen, den deutschen Kaufmann in großen Zügen mit der neuen Materie und Arbeitsmethode vertraut zu machen. Er besitzt darin ein Instrument, das ihm in Fällen zur Verfügung steht, in denen die land- läufigen Mittel versagen. Fra n k f u r t a Mai m n, im Juli 1957 Hans Schad Inhaltsverzeichnis Einführung in die Marktforschung . . 9 Der Unternehmer und sein Markt ... 9 Aus der Geschichte der Marktforschung 11 Die Elemente des Marktes . . . . . . 14 Marktforschung als Frage und Antwort 16 Die Mittel der Marktforschung . . . .


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Product Details
  • ISBN-13: 9783663030102
  • Publisher: Gabler Verlag
  • Binding: Paperback
  • Height: 244 mm
  • No of Pages: 57
  • Series Title: German
  • Sub Title: Betriebswirtschaftliche Marktforschung ALS Mittel Der Umsatzsteigerung
  • Width: 170 mm
  • ISBN-10: 3663030105
  • Publisher Date: 01 Jan 1957
  • Edition: 1957 ed.
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Weight: 163 gr


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