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Market Segmentation Analysis : understanding it, doing it, and making it useful / / Sara Dolnicar, Bettina Grün, Friedrich Leisch
| Market Segmentation Analysis : understanding it, doing it, and making it useful / / Sara Dolnicar, Bettina Grün, Friedrich Leisch |
| Autore | Dolnicar Sara |
| Pubbl/distr/stampa | Singapore, : Springer Nature, 2018 |
| Descrizione fisica | 1 online resource (XXI, 324 p. 123 illus., 51 illus. in color.) |
| Disciplina | 658.83 |
| Collana | Management for professionals. |
| Soggetto topico |
Market research
Statistics Market Research/Competitive Intelligence Statistics for Business, Management, Economics, Finance, Insurance |
| Soggetto non controllato |
Business
Management science Market research Statistics |
| ISBN | 981-10-8818-7 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Part I. Introduction -- Chapter 1. Market segmentation -- Chapter 2. Market segmentation analysis -- Part II. Ten steps of market segmentation analysis -- Chapter 3. STEP 1: Deciding (not) to segment -- Chapter 4. STEP 2: Specifying the ideal target segment -- Chapter 5. STEP 3: Collecting data -- Chapter 6. STEP 4: Exploring data -- Chapter 7. STEP 5: Extracting segments -- Chapter 8. STEP 6: Profiling segments -- Chapter 9. STEP 7: Describing segments -- Chapter 10. STEP 8: Selecting (the) target segment(s) -- Chapter 11. STEP 9: Customising the marketing mix -- Chapter 12. STEP 10: Evaluation and monitoring. . |
| Record Nr. | UNINA-9910298176303321 |
Dolnicar Sara
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| Singapore, : Springer Nature, 2018 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Marketing and American Consumer Culture : A Cultural Studies Analysis / / by Arthur Asa Berger
| Marketing and American Consumer Culture : A Cultural Studies Analysis / / by Arthur Asa Berger |
| Autore | Berger Arthur Asa |
| Edizione | [1st ed. 2016.] |
| Pubbl/distr/stampa | Cham : , : Springer International Publishing : , : Imprint : Palgrave Macmillan, , 2016 |
| Descrizione fisica | 1 online resource (XI, 164 p. 28 illus.) |
| Disciplina | 306.0973 |
| Collana | Palgrave Pivot |
| Soggetto topico |
United States—Study and teaching
Communication Market research Industrial management Semiotics Discourse analysis American Culture Media and Communication Market Research/Competitive Intelligence Media Management Discourse Analysis |
| ISBN | 3-319-47328-X |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Introduction: Martians and Marketing -- Chapter1: The Semiotics of Marketing: Selling with Signs -- Chapter 2: A Psychoanalytic Approach to Marketing -- Chapter 3: Sociological Theory: The Group Sells -- Chapter 4: Marxism and Marketing -- Chapter 5: The Anthropology of Marketing -- Chapter 6: Marketing Memes: Antiquity and Modernity -- Chapter 7: Marketing the Self -- Chapter 8: Marketing Something: Advertising Cruise Tourism -- Chapter 9: Marketing the President: Political Marketing -- Chapter 10: Marketing to Millenials -- Chapter 11: Marketing and Social Media -- Chapter 12: Marketing Countries: Selling the USA -- Chapter 13: Marketing Theory -- Chapter 14: Ernest Dichter’s The Strategy of Desire -- Coda: Marketing and Martians. |
| Record Nr. | UNINA-9910741137903321 |
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Berger Arthur Asa
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| Cham : , : Springer International Publishing : , : Imprint : Palgrave Macmillan, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Marketing Cases from Emerging Markets / / edited by Dilip Mutum, Sanjit Kumar Roy, Eva Kipnis
| Marketing Cases from Emerging Markets / / edited by Dilip Mutum, Sanjit Kumar Roy, Eva Kipnis |
| Edizione | [1st ed. 2014.] |
| Pubbl/distr/stampa | Berlin, Heidelberg : , : Springer Berlin Heidelberg : , : Imprint : Springer, , 2014 |
| Descrizione fisica | 1 online resource (IX, 167 p. 6 illus.) |
| Disciplina | 658.80091724 |
| Soggetto topico |
Marketing
Globalization Markets Leadership Market research Emerging Markets/Globalization Business Strategy/Leadership Market Research/Competitive Intelligence |
| ISBN | 3-642-36861-1 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Introduction.- Socio-Cultural Influences -- Market Orientation and Brand Strategies -- Product Development and Market entry -- Marketing communications and Social Media Marketing -- Conclusion. |
| Record Nr. | UNINA-9910298524703321 |
| Berlin, Heidelberg : , : Springer Berlin Heidelberg : , : Imprint : Springer, , 2014 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Marketing Transformation: Marketing Practice in an Ever Changing World : Proceedings of the 2017 Academy of Marketing Science (AMS) World Marketing Congress (WMC) / / edited by Patricia Rossi, Nina Krey
| Marketing Transformation: Marketing Practice in an Ever Changing World : Proceedings of the 2017 Academy of Marketing Science (AMS) World Marketing Congress (WMC) / / edited by Patricia Rossi, Nina Krey |
| Edizione | [1st ed. 2018.] |
| Pubbl/distr/stampa | Cham : , : Springer International Publishing : , : Imprint : Springer, , 2018 |
| Descrizione fisica | 1 online resource (XXXI, 322 p. 12 illus., 10 illus. in color.) |
| Disciplina | 380.1 |
| Collana | Developments in Marketing Science: Proceedings of the Academy of Marketing Science |
| Soggetto topico |
Marketing
Estudis de mercat Màrqueting per Internet Motivation research (Marketing) Market research Internet marketing Consumer Behavior Market Research/Competitive Intelligence Online Marketing/Social Media |
| Soggetto genere / forma | Llibres electrònics |
| ISBN | 3-319-68750-6 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Chapter 1: Investigation of the donation attitude-behaviour gap to celebrity-endorsed charitable campaigns: An Abstract -- Chapter 2: Developing and Validating Internet Compulsive Buying Tendency Measurement Scales -- Chapter 3: Food Waste and Reverse Supply Chains: Implications for Teaching Sustainability Awareness in Business Schools: An Abstract -- Chapter 4: Understanding the Impact of Return Policy Leniency on Consumer Purchase, Repurchase and Return Intentions: A Comparison Between Online and Offline Contexts: An Abstract -- Chapter 5: Town Hall Meeting with International Journal Reviewers: Insights and Understanding Why Manuscripts Fail the Review Process: An Abstract -- Chapter 6: Personal Value Characteristics as Representative of Destination Values: An Abstract -- Chapter 7: An Abstract: Can Product Typicality Enhance Consumers’ Attitudes Toward Goods From Economically Hostile Countries? -- Chapter 8: Is it a Matter of Tempo? Music Tempo Effects on Food’s Purchase Intentions and Perceived Taste: An Abstract -- Chapter 9: Content Analysis in Marketing Strategy: Applications of Hart’s Theory of Word Choice and Verbal Tone: An Abstract -- Chapter 10: Green Logistic Competency: A Resource Hierarchy View of Supply Chain Sustainability -- Chapter 11: Is Using Ornaments Still a Crime? Package Design Complexity and Brand Perception with Application to Champagne Labels: An Abstract -- Chapter 12: EEG and Eyetracking in Attention Paid to Charity Advertising: An Abstract -- Chapter 13: Apps to Eat by: The Relationship Between Product Involvement and On-Demand Food Consumption Among Millennials: An Abstract -- Chapter 14: Marketing Brexit: Young Voter Opinion, Engagement and Future Intention in the context of the EU Referendum: An Abstract -- Chapter 15: Implementing an Inaugural Sustainability Reporting Process: An Abstract -- Chapter 16: Lessons from a Sponsored Social Marketing Pro-Environmental Campaign: An Abstract -- Chapter 17: An Investigation of Offline/Online Channel Patronage Transference in the UK Grocery Sector -- Chapter 18: The Phygital Shopping Experience: An Attempt at Conceptualization and Empirical Investigation -- Chapter 19: Pattern on New Product Introductions and Firm Performance: Consideration of Timing and Target: An Abstract -- Chapter 20: An Abstract: Rethinking Sponsorship Recognition -- Chapter 21: African Immigrant Consumers’ Attitude towards Advertising-in-General and Impact on Buying Decisions: An Abstract -- Chapter 22: Interpreting Offence in Advertising: A Regulatory Perspective: An Abstract -- Chapter 23: Multiple Sports Sponsorships: Is More Always Better?: An Abstract -- Chapter 24: The Role of Transitional Servicescapes in Maintaining Attachment to Place: An Abstract -- Chapter 25: Examining Value Co-Destruction: Towards a Typology of Resource Disintegration: An Abstract -- Chapter 26: Ethical Concerns of Un(Sustainable) Stakeholders: A Re-Examination of Stakeholder Theory in Sustainable Decision-Making -- Chapter 27: Are Different Merchandising Techniques and Promotions Equally Effective to Improve the Sales of Utilitarian & Hedonic Products?: An Abstract -- Chapter 28: The Influence of Store Versus Service Satisfaction on Retail Customer Loyalty: An Abstract -- Chapter 29: An Examination of Retail Product Return Behavior Based on Category of Good: An Abstract -- Chapter 30: When the 12th Man Throws a Flag: Fan Attitude Towards the Proposed Globalization of the NFL: An Abstract -- Chapter 31: The Impact of Packaging Languages on Product Evaluation: Evidence from the Czech Republic: An Abstract -- Chapter 32: Gamified Consumer Engagement and its Influence on Team Involvement over Time: An Abstract -- Chapter 33: The Effect of E-WOM Receivers’ Envy on Their Behavior through Social Networking Site: An Abstract -- Chapter 34: Creative Audiences: Comparing the Effects of Traditional Advertising and User-Generated Advertising on Consumer Brand Attitudes and Behaviour: An Abstract -- Chapter 35: Analysis of Impulsiveness in M-Commerce - A Study of ‘On-The-Go Shoppers’ Behavior: An Abstract -- Chapter 36: Special Session: Macromarketing Saving the World: An Abstract -- Chapter 37: Cultural Variation in Healthcare Consumption in 16 European Countries: National and Individual Drivers in the Case of Mild Medical Conditions: An Abstract -- Chapter 38: Effects of Country Personality on Foreign General Product Attitude through Self-Congruity and General Product Country Images in an Emerging Country: An Abstract -- Chapter 39: An Abstract: Sustainability in Marketing: Academic Perspectives -- Chapter 40: Ethics of Customer Treatment among Woman Small Business Owners Who Follow Kuan Im in Thailand: An Abstract -- Chapter 41: Moderating Role of Individual Ethics and Spirituality in Assessing Consumer Attitude and Purchase Intention Towards Firms Practicing Cause Specific CSR: An Abstract -- Chapter 42: An Empirical Investigation of Augmented Reality to Reduce Customer Perceived Risk -- Chapter 43: Muslim Consumers’ Halal Product Choice Behaviour: An Eye-Tracking Investigation on Visual Choice Process -- Chapter 44: Screen Sharing in A Shopping Process: Motivational Disposition and Perceived Context Incentives: An Abstract -- Chapter 45: Heterogeneity and Homogeneity Measures of Attractions in Tourism Destination Areas: Development of Attraction Diversity Index and Attraction Cluster Equity Indices: An Abstract -- Chapter 46: The Influence of Place Attachment and a Certification of Event Sustainability on Residents’ Perceptions of Environmental Impacts and Event Support: An Abstract -- Chapter 47: New Product Program and Firm Performance: The Moderating Roles of Strategic Emphasis: An Abstract -- Chapter 48: Conceptualizing and Measuring Community Based Brand Equity: An Abstract -- Chapter 49: Are Two Years Enough for a Successful Radical Logo Change?: An Abstract -- Chapter 50: Non-Profit Brand Fragility – Perspectives on Challenges: An Abstract -- Chapter 51: Applying Marketing Knowledge to a Widespread Nonprofit Internal Marketing Issue: An Abstract -- Chapter 52: Coopetition Among Nonprofit Organizations – Strategic and Synergistic Implications of Competition and Cooperation: An Abstract -- Chapter 53: An Integrated Model of Pro-Poor Innovation Adoption within the Bottom-of-the-Pyramid: An Abstract -- Chapter 54: The Psychological Mechanisms for Processing Partitioned Price: An Integrated Framework: An Abstract -- Chapter 55: A Meta-Analytical Review of PAD Within Retail Environments: An Abstract -- Chapter 56: Exploring the Success Factors of Hybrid Micro-Enterprises -- Chapter 57: Driving a Firm’s Agility and Success of Product Innovation through Organizational Behavior: An Abstract -- Chapter 58: Tie Up Technology in Marketing Strategy: A Case Study on a Small Industry Business -- Chapter 59: Discovery, Mystery Solving and Mystery Creation in Marketing Research: Pls and Qca. An Abstract -- Chapter 60: Researching the Ever Changing World: Reflections on Big Data and Questions for Researchers in Marketing: An Abstract -- Chapter 61: Towards a Better Understanding of Customer Empowerment Practices Effectiveness: A Qualitative Study: An Abstract -- Chapter 62: The Transformation of Global Brands: An abstract -- Chapter 63: An Exploration of Brand Experience Development and Management -- Chapter 64: THE IMPORTANCE OF VALUES FOR BRAND PURCHASE: A MANAGERIAL CONTRIBUTION (ABSTRACT) -- Chapter 65: Examining Service Provider Response to Guilty Customers: An Abstract -- Chapter 66: The Innovation Canvas: An Experiential Tool to Stimulate Customer Discovery: An Abstract -- Chapter 67: Felt Bad After Goodbye: Do Purchasing Agent’s Emotions Affect Customer Switch Back?: An Abstract -- Chapter 68: The Relationship of Website Environments and Individual Creativity of Users in Crowdsourcing: An Abstract -- Chapter 69: The Effect of Creativity and Prior Entries on Feedback Activity and Comment Valence in Idea Generation Platforms: An Abstract -- Chapter 70: Taste Perception and Creativity: An Abstract -- Chapter 71: When Visceral Cues in Advertising Cause Withdrawal: Identifying a Boomerang Effect under Conditions of High Involvement: An Abstract: Chapter 72: Identity Marketing: The Moderating Effect of Self Construal and Product Category on Consumer Agency: An Abstract -- Chapter 73: Empowerment in Marketing: Synthesis, Critical Review, and Agenda for Future Research: An Abstract -- Chapter 74: How Makeup Rituals Transform Makeup Wearers and Their Romantic Interests -- Chapter 75: The Influence of Well-Being on Consumers’ Future Discounting Practices in the South African White Goods Industry: An Abstract -- Chapter 76: An Abstract: Should We Hope About Climate Change? The Power of Hope for Engaging in Pro-Environmental Behaviors -- Chapter 77: Feeling Guilty to Buy Online? Exploring Consumers’ Perceived Negative Effects of E-Commerce on Society: An Abstract. Chapter 78: Research Method Topics and Issues that Reduce the Value of Reported Empirical Insights in the Marketing Literatures: An Abstract -- Chapter 79: Internal Branding And Leader-Member Exchange: Role Of Cultural Capital In Employee’s Service Delivery Behaviour In Health Care Sector: An Abstract -- Chapter 80: A Comparative Study of the Impact of B2B Price Pressure: An Abstract -- Chapter 81: Advertising in Transforming Economies: Evidence from Early Market Reforms in China and Vietnam: An Abstract -- Chapter 82: Determinants of Media Consumption: Evidences From an Emerging Market: An Abstract -- Chapter 83: Moderation Effect of Investor and Manager Heterogeneous Beliefs on the Relationship of Advertising and Firm Value -- Chapter 84: Pilgrimage, Consumption and the Politics of Authenticity: An Abstract -- Chapter 85: A Process Evaluation of an Environmental Intervention – The Case of a Heritage Tourism Organ. |
| Record Nr. | UNINA-9910298183503321 |
| Cham : , : Springer International Publishing : , : Imprint : Springer, , 2018 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Marketing Wisdom [[electronic resource] /] / edited by Kartikeya Kompella
| Marketing Wisdom [[electronic resource] /] / edited by Kartikeya Kompella |
| Edizione | [1st ed. 2019.] |
| Pubbl/distr/stampa | Singapore : , : Springer Singapore : , : Imprint : Springer, , 2019 |
| Descrizione fisica | 1 online resource (179 pages) |
| Disciplina | 658.84 |
| Collana | Management for Professionals |
| Soggetto topico |
Internet marketing
Market research Public relations Customer relations—Management Industrial management Online Marketing/Social Media Market Research/Competitive Intelligence Corporate Communication/Public Relations Customer Relationship Management Media Management |
| ISBN | 981-10-7724-X |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Extreme Trust: The Competitive Necessity of Proactive Trustworthiness -- Net Promoter Score and its Successful Application -- Focus on ROE (Return on Empathy) to Increase ROI -- Marketing With Meaning -- Hidden in Plain Sight -- The 4 A’s of Marketing -- The 10 Principles Behind Great Great Customer Experiences -- Who Do You Want Your Customers To Become -- Stories Make The Difference -- Marketing 3.0: From Products to Customers to the Human Spirit -- Service Innovation – A Jobs To Be Done Guide. |
| Record Nr. | UNINA-9910337798203321 |
| Singapore : , : Springer Singapore : , : Imprint : Springer, , 2019 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Marketing: Grundlagen [[electronic resource] /] / von Carsten Rennhak, Marc Oliver Opresnik
| Marketing: Grundlagen [[electronic resource] /] / von Carsten Rennhak, Marc Oliver Opresnik |
| Autore | Rennhak Carsten |
| Edizione | [1st ed. 2016.] |
| Pubbl/distr/stampa | Berlin, Heidelberg : , : Springer Berlin Heidelberg : , : Imprint : Springer Gabler, , 2016 |
| Descrizione fisica | 1 online resource (IX, 158 S. 30 Abb. in Farbe.) |
| Disciplina | 658.8 |
| Collana | Studienwissen kompakt |
| Soggetto topico |
Marketing
Market research Management Market Research/Competitive Intelligence |
| ISBN | 3-662-45809-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | ger |
| Nota di contenuto | Vorwort -- 1. Grundlagen -- 2. Konsumentenverhalten -- 3. Marktsegmentierung -- 4. Marktforschung -- 5. Produktpolitik -- 6. Preispolitik -- 7. Kommunikationspolitik -- 8. Distributionspolitik -- Literatur- und Stichwortverzeichnis -- Über die Autoren. |
| Record Nr. | UNINA-9910483361003321 |
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Rennhak Carsten
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| Berlin, Heidelberg : , : Springer Berlin Heidelberg : , : Imprint : Springer Gabler, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Marktforschung [[electronic resource] ] : Eine praxisorientierte Einführung / / von Alexander Magerhans
| Marktforschung [[electronic resource] ] : Eine praxisorientierte Einführung / / von Alexander Magerhans |
| Autore | Magerhans Alexander |
| Edizione | [1st ed. 2016.] |
| Pubbl/distr/stampa | Wiesbaden : , : Springer Fachmedien Wiesbaden : , : Imprint : Springer Gabler, , 2016 |
| Descrizione fisica | 1 online resource (XV, 360 S. 33 Abb.) |
| Disciplina | 658.83 |
| Soggetto topico |
Market research
Marketing Management Market Research/Competitive Intelligence |
| ISBN | 3-658-00891-1 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | ger |
| Nota di contenuto | Grundlagen der Marktforschung -- Der Marktforschungsprozess -- Quantitative und qualitative Marktforschung. - Präsentation von Marktforschungsergebnissen -- Progrnoseverfahren -- Konkurrenzforschung -- Internationale Marktforschung -- Branchenspezifische Marktforschung -- Aktuelle Trends und Entwicklungen. |
| Record Nr. | UNINA-9910484355403321 |
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Magerhans Alexander
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| Wiesbaden : , : Springer Fachmedien Wiesbaden : , : Imprint : Springer Gabler, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Marktforschung der Zukunft - Mensch oder Maschine [[electronic resource] ] : Bewährte Kompetenzen in neuem Kontext / / herausgegeben von Bernhard Keller, Hans-Werner Klein, Stefan Tuschl
| Marktforschung der Zukunft - Mensch oder Maschine [[electronic resource] ] : Bewährte Kompetenzen in neuem Kontext / / herausgegeben von Bernhard Keller, Hans-Werner Klein, Stefan Tuschl |
| Edizione | [1st ed. 2016.] |
| Pubbl/distr/stampa | Wiesbaden : , : Springer Fachmedien Wiesbaden : , : Imprint : Springer Gabler, , 2016 |
| Descrizione fisica | 1 online resource (334 pages) : illustrations, photographs, charts |
| Disciplina | 658.83 |
| Soggetto topico |
Market research
Market Research/Competitive Intelligence |
| ISBN | 3-658-14539-0 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | ger |
| Nota di contenuto | Methoden und Verfahren auf dem Prüfstand: Datengewinnung, Datenbetrachtung und Datenverbindung im digitalen Zeitalter -- Kundenorientierung im Umbruch: Feedbacksysteme, Touchpoint Management, Kommunikationswirkung -- Wegweiser in einer verunsicherten Branche: Marketing und Kommunikation der Institute, Fähigkeiten und Kompetenzen der Mitarbeiter. |
| Record Nr. | UNINA-9910484770403321 |
| Wiesbaden : , : Springer Fachmedien Wiesbaden : , : Imprint : Springer Gabler, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Marktorientierung in Business-to-Business-Märkten [[electronic resource] ] : Eine empirische Untersuchung von mehrstufigen Marketingstrategien / / von Matthias Claßen
| Marktorientierung in Business-to-Business-Märkten [[electronic resource] ] : Eine empirische Untersuchung von mehrstufigen Marketingstrategien / / von Matthias Claßen |
| Autore | Claßen Matthias |
| Edizione | [1st ed. 2016.] |
| Pubbl/distr/stampa | Wiesbaden : , : Springer Fachmedien Wiesbaden : , : Imprint : Springer Gabler, , 2016 |
| Descrizione fisica | 1 online resource (310 p.) |
| Disciplina | 650 |
| Collana | Business-to-Business-Marketing |
| Soggetto topico |
Marketing
Market research Sales management Market Research/Competitive Intelligence Sales/Distribution |
| ISBN | 3-658-10914-9 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | ger |
| Nota di contenuto |
Geleitwort; Vorwort; Inhaltsverzeichnis; Abbildungsverzeichnis; Tabellenverzeichnis; Abkürzungsverzeichnis; 1 Einleitung; 1.1 Marktorientierung: Relevanz und Problemstellung; 1.2 Zielsetzung und Aufbau der Arbeit; 2 Grundlagen der Marktorientierung in mehrstufigen Märkten; 2.1 Begriff und Merkmal der Marktorientierung; 2.1.1 Verhaltensorientierte Sichtweise von Marktorientierung; 2.1.2 Kulturbasierte Sichtweise von Marktorientierung; 2.1.3 Gemeinsamkeiten der Sichtweisen; 2.2 Begriff und Merkmale von mehrstufigen Märkten und Mehrstufigem Marketing; 2.2.1 Abgeleitete Nachfrage
2.2.2 Grundlagen des Mehrstufigen Marketings2.2.3 Möglichkeit der praktischen Ausgestaltung der einzelnen Marketinginstrumente; 3 Diskussion der theoretischen Grundlage; 3.1 Bestimmung der theoretischen Grundlage; 3.1.1 Resource-Based View und Competence-Based View; 3.1.2 Relational View; 3.2 Eignung der theoretischen Grundlagen zur Erklärung des Konstrukts der Marktorientierung und relevanter Konsequenzen; 4 Bestimmung und Zusammenhang der untersuchten Konstrukte; 4.1 Allgemeines zur Konzeptualisierung und Operationalisierung von Konstrukten; 4.2 Zur Messung des Konstrukts Marktorientierung 4.3 Zur Konzeptualisierung des Konstrukts einer umfassenden Marktorientierung4.3.1 Theoretische Erwägungen; 4.3.2 Messtechnische Erwägungen; 4.3.3 Berücksichtigung B2B-relevanter Aspekte der gängigen Marktorientierungskonzepte; 4.3.4 Kundenorientierung; 4.3.5 Wettbewerbsorientierung; 4.3.6 Drittparteienorientierung; 4.3.7 Marktstufenorientierung; 4.3.8 Abteilungsübergreifende Koordination; 4.4 Konsequenzen einer umfassenden Marktorientierung und Hypothesenbildung; 4.4.1 Unternehmenskollaboration; 4.4.2 Innovativität; 4.4.3 Anpassung der Marketingstrategien; 4.4.4 Neuprodukterfolg 4.5 Zusammenfassung der Hypothesen und das theoretische Modell4.6 Operationalisierung der Konstrukte; 4.6.1 Zur Operationalisierung des Konstrukts Marktorientierung; 4.6.2 Operationalisierung der abhängigen Konstrukte; 5 Empirische Analyse des theoretischen Modells; 5.1 Methodische Grundlagen zu Strukturgleichungsmodellen; 5.2 Der Varianz-analytische Ansatz zur Schätzung des Strukturgleichungsmodells; 5.2.1 Grundlagen der Gütebeurteilung; 5.2.2 Gütekriterien reflektiver Messmodelle; 5.2.3 Gütekriterien formativer Messmodelle; 5.2.4 Gütekriterien des Strukturmodells 5.2.5 Gütebeurteilung von Mediationseffekten5.2.6 Gütebeurteilung von Messmodellen zweiter Ordnung; 5.3 Datenerhebung und Datenbasis; 5.3.1 Wahl der Erhebungsmethode und Fragebogenentwicklung; 5.3.2 Bestimmung der Stichprobe und Auswahl der Auskunftspersonen; 5.3.3 Datenbasis und Stichprobenstruktur; 5.4 Bewertung der Messmodelle; 5.4.1 Gütebeurteilung der Messmodelle der Facetten des Konstrukts Marktorientierung; 5.4.2 Gütebeurteilung des Messmodells des Gesamtkonstrukts Marktorientierung; 5.4.3 Gütebeurteilung der Messmodelle der Wirkungen; 5.5 Bewertung des Strukturmodells 5.5.1 Betrachtung der direkten Effekte und Erklärungsgehalt der Variablen |
| Record Nr. | UNINA-9910485014903321 |
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Claßen Matthias
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| Wiesbaden : , : Springer Fachmedien Wiesbaden : , : Imprint : Springer Gabler, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Mixed Method Research Design : An Application in Consumer-Brand Relationships (CBR) / / by S. Sreejesh, Sanjay Mohapatra
| Mixed Method Research Design : An Application in Consumer-Brand Relationships (CBR) / / by S. Sreejesh, Sanjay Mohapatra |
| Autore | Sreejesh S |
| Edizione | [1st ed. 2014.] |
| Pubbl/distr/stampa | Cham : , : Springer International Publishing : , : Imprint : Springer, , 2014 |
| Descrizione fisica | 1 online resource (182 p.) |
| Disciplina | 658.3 |
| Soggetto topico |
Market research
Personnel management Marketing Market Research/Competitive Intelligence Human Resource Management |
| ISBN | 3-319-02687-9 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Introduction -- Literature Review -- Theoretical Development and Hypotheses -- Research Methodology -- Analysis and Results -- Discussion, Implications and Conclusions. |
| Record Nr. | UNINA-9910298161703321 |
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Sreejesh S
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| Cham : , : Springer International Publishing : , : Imprint : Springer, , 2014 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Soggetto topico
-
Market research
(209)
- Market Research/Competitive Intelligence (137)
- Business Strategy/Leadership (32)
- Leadership (32)
- Marketing (32)