My da|ra Login

Detailed view

metadata language: German English

Marketing in Shrinking Growth

Version
1.0.0
Resource Type
Dataset
Creator
  • Strothmann, Karl-Heinz (Institut für Markt- und Verbrauchsforschung, FU Berlin)
Publication Date
1975
Contributor
  • Institut fuer Markt- und Verbrauchsforschung, FU Berlin (Data Collector)
Language
German
Classification
  • ZA:
    • Work and Industry
Description
  • Abstract

    The role of marketing with shrinking growth from the view of company management. Topics: Most important orientation data for company management; the significance of market research and advertising for the company and for society in general; personnel available to the market research department; assessment of the development of the market research department; long-term measures of the company to counter the effects of shrinking growth; conduct with shrinking growth regarding advertising efforts and market research; DP effort in the marketing area; major problems on practical use of mathematical marketing models; attitude to marketing (scale); judgement on economic development. Demography: age; school education; vocational training; professional position; company size; state.
Temporal Coverage
  • 1975-03 / 1975-05
Geographic Coverage
  • Germany (DE)
    FRG incl. West Berlin
Sampled Universe
Companies with 500 and more employees.
Sampling
Simple random selection
Collection Mode
  • Mail survey
Data and File Information
  • Unit Type: Individual
    Number of Units: 293
Note
Target person of the survey in the respective companies was the board or management member responsible for the area of marketing.
Availability
Download
A - Data and documents are released for academic research and teaching.
Rights
All metadata from GESIS DBK are available free of restriction under the Creative Commons CC0 1.0 Universal Public Domain Dedication. However, GESIS requests that you actively acknowledge and give attribution to all metadata sources, such as the data providers and any data aggregators, including GESIS. For further information see https://dbk.gesis.org/dbksearch/guidelines.asp
Alternative Identifiers
  • ZA0998 (Type: ZA-No.)
Publications
  • Thiehl, Dieter; Strothmann, Karl-Heinz: Zur Situation von Marketing und Marktforschung im schrumpfenden Wachstum. In: Interview und Analyse, 12, 1975, S. 280 - 286; und 1, 1976, S. 14 - 17.

Update Metadata: 2017-12-28 | Issue Number: 74 | Registration Date: 2010-07-22

Strothmann, Karl-Heinz (1975): Marketing im schrumpfenden Wachstum. Version: 1.0.0. GESIS Datenarchiv. Dataset. https://doi.org/10.4232/1.0998