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Using Secondary Data in Marketing Research discusses thoroughly the use of secondary data in marketing research. It explains the underlying reasons why secondary data are less expensive than primary data, the technology associated with secondary data, how to…

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Der Einfluss von Dauertiefpreisen bzw. langfristigen Preisänderungen auf das Konsumentenpreiswissen ist in Zeiten vielfältigster Promotionsaktivitäten interessanter denn je. Basierend auf bestehenden Forschungslücken des Behavioral Pricing wurde mit einer…

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The aim of this book is to outline an organisational perspective in exploring public trust. A public management model, adopted for ongoing considerations, covers both changes in public organisations themselves, namely in their internal environment, as well as…

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If the Human Resource function in a company is second-rate, and the Human Resources Policies and Procedures are not up to par, the performance of the employees working in that company can turn out to be second-rate as well. This 310 page manual includes policies,…
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|September 29, 2016

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Traditional research methods in marketing can be illuminating when used well, but all too often their data-driven results fail to provide the depth of understanding that organisations need to anticipate market needs. Alternative Market Research Methods: Market…

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Using a practical analytical approach, this timely work presents information and insights on the daily challenges brand managers face. Divided into two sections, the first emphasizes the need to understand customers and the current brand's assets before…