Market Research - Supported Early Warning Systems in Automotive Marketing

Werner Hagstotz

This empirical paper deals with an innovative and application-related concept proposal that could be applied worldwide in automotive marketing.

Market ResearchSupported Early Warning Systems in Automotive Marketing

Werner Hagstotz

 

PRELIMINARY CONSIDERATIONS

The starting point for this concept proposal consisted initially of extensive research into the literature, with the aim of reviewing and discussing the research conducted over the past twenty years into the issue of early warning systems for marketing. This turned out to be more extensive and timeconsuming than expected since the basic terms and concepts were by no means clearly defined. Ideas for early warning systems in older sources were found under general terms such as marketing or management information systems, whereas in more...

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