December 2014
Beginner to intermediate
706 pages
24h 45m
German
Content preview from Marketing-Management in der Hotellerie, 3rd Edition
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2 Marketingforschung in der Hotellerie
2.1 Aufgaben und Prozess der Marketingforschung
Die konkreten Aufgaben der Marketingforschung in der Hotellerie werden deutlich, wenn man die jeweiligen Aufgaben im Rahmen der verschiedenen Phasen des Marketingforschungsprozesses näher beleuchtet. Dieser Entscheidungsprozess gliedert sich in fünf Phasen, den sog. 5 D’s der Marketingforschung (Barth/Theis 1998, S.44ff.; Hermann/Homburg 2000a, S.18f.):
Abb.C.1: 5 D’s der Marketingforschung
1. Definition des Marketingproblems und der Forschungsziele
Ziel der ersten Phase des Marketingforschungsprozesses ist es, das Wissen über das Entscheidungs- bzw. Marketingproblem ...
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