The study presented here is an inventory of how the consumer experiences and evaluates modern marketing. Material presently available regarding this question consists mainly of theoretical treatises, hypothesis and, above all, opinion. Consumer feelings about and reactions to the activities of modern marketing have rarely been the topic of empirical research, at least not in the Federal Republic of Germany.
The practical application of market segmentation
Catalogue: Seminar 1972: Segmentation And Typology
Authors: Andreas Winkler, D. E. Freitag
June 15, 1972
Catalogue: ESOMAR/WAPOR Congress 1973: The Application Of Market And Social Research For More Efficient Planning
Author: Elizabeth H. Nelson
Company: KANTAR TNS Malaysia
September 1, 1973
Is the image concept of critical importance in modern market research?
Catalogue: ESOMAR/WAPOR Congress 1967
Author: Andreas Winkler
August 1, 1967
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