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Research Methodology in Marketing
This textbook describes and explains the fundamentals of applying empirical methods for theory building and theory testing in marketing research. The authors explain the foundations in philosophy of science and the various methodological approaches to readers who are working empirically with the purpose of developing and testing theories in marketing. The primary target group of the book are graduate students and PhD students who are preparing their empirical research projects, e.g. for a master thesis or a dissertation.
Strategic Marketing
Dieses Lehrbuch führt in verständlicher, systematischer und knapper Form in die Problemfelder der Marketingplanung ein. Sowohl die Marketingplanung auf der Unternehmens- und Geschäftsfeldebene als auch die Planung des Marketing-Mix werden behandelt. Mit Hilfe von zahlreichen kurzen Fallbeispielen werden wesentliche Aspekte des Inhaltes veranschaulicht. Die Autoren haben in der 7. Auflage alle Kapitel überarbeitet und diverse neue Praxisbeispiele aufgenommen. Bei der Markenführung wurden einige Grundlagen ergänzt.
Citizens and Politics
This volume brings together some of the research on citizen decision making.
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Bulletin
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Political Judgment
How are impressions about political candidates organized in memory? What is the nature of political group stereotypes? How do citizens make voting decisions? How do citizens formulate opinions about key issues and politics? The contributors to Political Judgment: Structure and Process reach answers to these questions that will substantially influence how the next generation of scholars working at the intersection of political science and sociology, and public opinion researchers more generally, go about their work.
