A Concise Guide to Market Research
The Process, Data, and Methods Using IBM SPSS Statistics
Prof. Erik Mooi VU University Amsterdam Marketing Department De Boelelaan 1105 1081 HV Amsterdam Netherlands email@example.com
Prof. Marko Sarstedt Ludwig-Maximilians-University Institute for Market-based Management Kaulbachstr. 45 80539 Munich Germany firstname.lastname@example.org
ISBN 978-3-642-12540-9 e-ISBN 978-3-642-12541-6 DOI 10.1007/978-3-642-12541-6 Springer Heidelberg Dordrecht London New York
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To Irma and Alexandra
Charmin is a 70-year-old brand of toilet paper that made Procter & Gamble the undisputed leader in the US toilet paper market. In Germany, however, Charmin was unknown to consumers, something Procter & Gamble decided to change in the early 2000s. Acknowledging that European consumers have different needs and wants than their US... [continues]
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