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Marketing and Market Research

Tunca, Burak LU (2017) In Consumer Perception of Product Risks and Benefits p.383-407
Abstract
In this chapter, the author presents a brief introduction of marketing and market research, and subsequently highlights the contemporary developments that influence current thinking in these areas. By familiarizing marketing academics and practitioners with the state-of-the-art discussions, this chapter aims at improving the knowledge and understanding of marketing and market research, as well as enhancing the rigor of market research applications.
Please use this url to cite or link to this publication:
author
publishing date
type
Chapter in Book/Report/Conference proceeding
publication status
published
subject
in
Consumer Perception of Product Risks and Benefits
editor
Emilien, Gerard; Weitkunat, Rolf; Lüdicke, Frank; ; and
pages
25 pages
publisher
Springer International Publishing
external identifiers
  • scopus:85034071358
ISBN
978-3-319-50528-2
978-3-319-50530-5
DOI
10.1007/978-3-319-50530-5_21
language
English
LU publication?
no
id
80bfae18-580f-432c-b787-a379512cd89c
date added to LUP
2017-09-18 12:43:10
date last changed
2018-01-07 12:18:55
@inbook{80bfae18-580f-432c-b787-a379512cd89c,
  abstract     = {In this chapter, the author presents a brief introduction of marketing and market research, and subsequently highlights the contemporary developments that influence current thinking in these areas. By familiarizing marketing academics and practitioners with the state-of-the-art discussions, this chapter aims at improving the knowledge and understanding of marketing and market research, as well as enhancing the rigor of market research applications.},
  author       = {Tunca, Burak},
  editor       = {Emilien, Gerard and Weitkunat, Rolf and Lüdicke, Frank},
  isbn         = {978-3-319-50528-2},
  language     = {eng},
  month        = {03},
  pages        = {383--407},
  publisher    = {Springer International Publishing},
  series       = {Consumer Perception of Product Risks and Benefits},
  title        = {Marketing and Market Research},
  url          = {http://dx.doi.org/10.1007/978-3-319-50530-5_21},
  year         = {2017},
}