Marketing is an overused professional field

Market research

Introduction

The textbook by Ludwig Berekoven, Werner Eckert and Peter Ellenrieder is the standard work of market research due to its closed, clear and easily understandable presentation. Basics, methods and instruments as well as applications of market research are described in a didactically skillful way.
Applied market research in particular is deliberately given a lot of space. Using a case study, the practical implementation is illustrated, starting with the product idea through product development to product launch.
In the 9th edition, current developments from science and practice were integrated into the individual chapters.

Prof. Dr. Ludwig Berekoven held the chair for marketing, international marketing and trade at the University of Erlangen-Nuremberg.
Prof. Dr. Werner Eckert is professor for business administration, foreign trade and market research at the University of Applied Sciences in Regensburg.
Dr. Peter Ellenrieder is the owner of a medium-sized company.

Keywords

Sales Data analysis Data collection Data measurement Marketing information Market research Markets Online market research

Authors and affiliations

  • Ludwig Berekoven
  • Werner Eckert
  • Peter Ellenrieder
  1. 1. University of Erlangen-Nuremberg, Germany
  2. 2. Regensburg University of Applied Sciences, Germany

About the authors

Prof. Dr. Ludwig Berekoven held the chair for Marketing, International Marketing and Trade at the University of Erlangen-Nuremberg.
Prof. Dr. Werner Eckert is professor for business administration, foreign trade and market research at the University of Applied Sciences in Regensburg.
Dr. Peter Ellenrieder is the owner of a medium-sized company.

Bibliographic information

  • Book TitleMarket Research
  • Book SubtitleMethodological basics and practical application
  • AuthorsLudwig Berekoven
    Werner Eckert
    Peter Ellenrieder
  • DOIhttps: //doi.org/10.1007/978-3-322-99549-0
  • Copyright InformationGabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2001
  • Publisher NameGabler Verlag, Wiesbaden
  • eBook PackagesSpringer Book Archive
  • Softcover ISBN978-3-409-36990-9
  • eBook ISBN978-3-322-99549-0
  • Edition Number9
  • Number of Pages, 449
  • Number of Illustrations75 b / w illustrations, 0 illustrations in color
  • TopicsMarket Research / Competitive Intelligence
    marketing
  • Buy this book on publisher's site