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Burak Tunca . Photo

Burak Tunca

Senior lecturer

Burak Tunca . Photo

Marketing and Market Research

Author

  • Burak Tunca

Editor

  • Gerard Emilien
  • Rolf Weitkunat
  • Frank Lüdicke

Summary, in English

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.

Publishing year

2017-03-17

Language

English

Pages

383-407

Publication/Series

Consumer Perception of Product Risks and Benefits

Document type

Book chapter

Publisher

Springer International Publishing

Topic

  • Business Administration

Status

Published

ISBN/ISSN/Other

  • ISBN: 978-3-319-50530-5
  • ISBN: 978-3-319-50528-2