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Die empirische Forschung in der BWL hat eine große Relevanz. Speziell die zunehmende Bedeutung von Zeitschriftenbeiträgen erfordert es, dass die theoretischen Modelle mit Hilfe einer empirischen Studie untermauert werden. Daher benötigt jeder Forscher im Bereich BWL heute notwendiges...
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Preface -- Introduction: making marketing accountable -- Delivering to the marketing accountability mandate -- Lessons from the quality movement -- Language, measures, and metrics: establishing standards -- Marketing's search for a common language -- Measuring brand preference -- Measuring...
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" It is increasingly apparent that most firms succeed because they are willing to break the rules and act entrepreneurially. The purpose of this text is to examine how this simple trading principle can be applied by any individual in any private or public sector organisation by focusing on the...
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