Overview
Guides through the state-of-the-art quantitative and qualitative market research methods
Provides an intuitive understanding of the material
Includes clear application examples for relevant topics
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Table of contents (31 entries)
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Methods
Keywords
About this book
Editors and Affiliations
About the editors
He is currently a member of the editorial boards of five scientific journals in the United States and Europe. Since April 2011, he works as the first German area editor for the Journal of Marketing. Professor Homburg received several awards for his scientific research from the American Marketing Association, the world’s leading scientific association in the area of marketing, and is the first European university professor to be honored as an AMA Fellow for his lifetime achievement in marketing research. In 2021, Professor Homburg ranked fourth in the American Marketing Association’s global ranking, which is based on the number of publications in the most important marketing journals.
Prior to his academic career, Professor Homburg was Director of marketing, controlling, and strategic planning in an industrial company that operates globally. xv In addition to his academic position, he is Chairman of the scientific advisory committee of Homburg & Partner, an international management consultancy.
Prof. Martin Klarmann is Professor of Marketing at the Karlsruhe Institute of Technology (KIT), Germany. Professor Klarmann’s research is centered around three core themes: marketing using new technologies, marketing methods, and B2B sales management. His research has been published in several leading journals of the field, including the Journal of Marketing, the Journal of Marketing Research, the Journal of the Academy of Marketing Science, and the International Journal of Research in Marketing. Professor Klarmann has received several awards for his research, including an overall best paper award at the American Marketing Association’s Winter Educators’ Conference.
Prof. Arnd Vomberg is Professor of Digital Marketing and Marketing Transformation at the University of Mannheim, Germany. Professor Vomberg has also been an Associate Professor (with tenure) at the Marketing Department of the University of Groningen, The Netherlands. Professor Vomberg’s research focuses on digital marketing and marketing transformation. He studies omnichannel strategies, online pricing, marketing automation, agile transformation, marketing technology, and marketing’s impact on employees. His research has been published in several leading journals of the field, including Journal of Marketing, Journal of Marketing Research, Strategic Management Journal, Journal of the Academy of Marketing Science, and International Journal of Research in Marketing. Professor Vomberg has received several awards for his research, including the Ralph Alexander Best Dissertation Award from the Academy of Management.
Bibliographic Information
Book Title: Handbook of Market Research
Editors: Christian Homburg, Martin Klarmann, Arnd Vomberg
DOI: https://doi.org/10.1007/978-3-319-57413-4
Publisher: Springer Cham
eBook Packages: Business and Management, Reference Module Humanities and Social Sciences, Reference Module Business, Economics and Social Sciences
Copyright Information: Springer Nature Switzerland AG 2022
Hardcover ISBN: 978-3-319-57411-0Published: 03 December 2021
eBook ISBN: 978-3-319-57413-4Published: 02 December 2021
Edition Number: 1
Number of Pages: XX, 1112
Number of Illustrations: 138 b/w illustrations, 73 illustrations in colour
Topics: Market Research/Competitive Intelligence, Sales/Distribution, Business Strategy/Leadership, Organization