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Ottawa, Marco / Winkler, Rochus

Kompetenzen für die Marktforschung

Was Marktforscher zukunftssicher macht

[Competencies for Market Research: What Makes Market Researchers Future-Proof]

With contrib. by Preusser, Ivonne

DE GRUYTER OLDENBOURG

    59,95 € / $68.99 / £54.50*

    eBook (PDF)
    Publication Date:
    May 2018
    Copyright year:
    2018
    ISBN
    978-3-11-051777-4
    See all formats and pricing

    Overview

    Aims and Scope

    There is a disparity between global megatrends and what currently drives market research. This fact threatens the future of the industry. After conducting a morphological analysis of the current state of the industry and providing an overview of competency theories, this book presents an empirical study of the competencies that are necessary in market research, and also highlights areas where there is a need for improvement.

    Details

    302 pages
    DE GRUYTER OLDENBOURG
    Language:
    German
    Type of Publication:
    Specialist Text

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