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Research Methodology in Marketing : Theory Development, Empirical Approaches and Philosophy of Science Considerations / / by Martin Eisend, Alfred Kuss
| Research Methodology in Marketing : Theory Development, Empirical Approaches and Philosophy of Science Considerations / / by Martin Eisend, Alfred Kuss |
| Autore | Eisend Martin |
| Edizione | [1st ed. 2019.] |
| Pubbl/distr/stampa | Cham : , : Springer International Publishing : , : Imprint : Springer, , 2019 |
| Descrizione fisica | 1 online resource (IX, 238 p. 65 illus., 1 illus. in color.) |
| Disciplina |
658.83
658.8 |
| Soggetto topico |
Marketing
Science - Moral and ethical aspects Sociology - Methodology Science Ethics Sociological Methods |
| ISBN | 3-030-10794-9 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | 1. Introduction -- 2. Nature and Relevance of Theories -- 3. Scientific Realism -- 4. Theory Building -- 5. Theory Testing -- 6. Data Collection: Operationalization, Measurement, and Sampling -- 7. Hypotheses and Models -- 8. Test of Causal Relationships -- 9. Generalization -- 10. Research Ethics. |
| Record Nr. | UNINA-9910337790503321 |
Eisend Martin
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| Cham : , : Springer International Publishing : , : Imprint : Springer, , 2019 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Strategic Marketing : Market-Oriented Corporate and Business Unit Planning / / by Torsten Tomczak, Sven Reinecke, Alfred Kuss
| Strategic Marketing : Market-Oriented Corporate and Business Unit Planning / / by Torsten Tomczak, Sven Reinecke, Alfred Kuss |
| Autore | Tomczak Torsten |
| Edizione | [1st ed. 2018.] |
| Pubbl/distr/stampa | Wiesbaden : , : Springer Fachmedien Wiesbaden : , : Imprint : Springer Gabler, , 2018 |
| Descrizione fisica | 1 online resource (XI, 253 p. 91 illus.) |
| Disciplina | 658.8 |
| Soggetto topico | Marketing |
| ISBN | 3-658-18417-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Introduction -- The information basis of marketing planning -- Market-oriented corporate planning -- Market-oriented business unit planning -- Planning the marketing mix -- Marketing implementation and management control. |
| Record Nr. | UNINA-9910298183203321 |
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Tomczak Torsten
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| Wiesbaden : , : Springer Fachmedien Wiesbaden : , : Imprint : Springer Gabler, , 2018 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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