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MarktforschungIn kompakter und verstndlicher Form fhrt das Buch in die wichtigsten Bereiche der Marktforschung ein. Aufbauend auf wissenschaftstheoretischen Grundzgen und einer Einfhrung in die Erforschung des Konsumentenverhaltens stellen die Autoren die Phasen und Methoden der Marktforschung dar, insbesondere multivariate Analysemethoden. Sie vermitteln dabei ein sehr klares Grundverstndnis fr die Planungsprozesse, ohne auf wissenschaftliche und mathematische
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Marktforschung
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