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The New York Times bestselling author of Contagious explores the subtle, secret influences that affect the decisions we make—from what we buy, to the careers we choose, to what we eat—in this fascinating and groundbreaking work. If you’re like…

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Get the expert perspective and practical advice on big data The Big Data-Driven Business: How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits makes the case that big data is for real, and more than just big hype. The book uses real-life…
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"The Review of Marketing Research" series provides current, state-of-the-art articles by the marketing field's leading researchers and scholars. Unlike other research publications in the field, which impose major constraint on article length, RMR publishes…

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Die Arbeit wurde mit dem Rudolf Sallinger Preis und dem Preis der Dr. Maria Schaumayer-Stiftung ausgezeichnet. Die am Institut für Handel & Marketing der Wirtschaftsuniversität Wien verfasste Arbeit beschäftigt sich mit dem bisher in der Handelswissenschaft…
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Marketing to Seniors enveils a number of unique aspects of the senior market, including the introduction of the "extended senior customer" to account for the involvement of others in senior purchasing decisions. These include family, friends, advisors and health…

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The same critical information top business schools teach Based on Professor Stralser's popular seminar series, MBA in a Day? is specifically designed for the busy professional (physician, attorney, architect, nonprofit executive, etc.) or entrepreneur/small…

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This book offers the best approach toward communicating the intricacies of marketing research and its usefulness to the marketing organization. This highly regarded text focuses on market intelligence, strategy, theory, and application and retains its coverage of…

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Das Konzept der Spenderbindung ist trotz der finanziellen Herausforderungen der Nonprofit-Organisationen sowohl in der Praxis als auch in der Forschung bisher vernachlässigt worden. Vor diesem Hintergrund untersucht die Arbeit, welche Faktoren dazu beitragen,…

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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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