Georg Bergler

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Georg Bergler (* July 18, 1900 ; † March 4, 1972 ) was a professor of business administration .

biography

Bergler studied in Nuremberg and Tübingen, where he was tutored by Wilhelm Vershofen and Wilhelm Rieger , among others . He obtained his doctorate at Rieger in 1928.

In 1936 he became managing director and in 1955 chairman of the board of the Society for Consumer Research .

In 1948 he was appointed to the chair for business administration, in particular sales research and advertising teaching, at the Nuremberg University of Economics and Social Sciences . 1966 retired Bergler.

Publications (selection)

  • The chemical-pharmaceutical branded article. Presentation of the nature, the forms of sales and the struggle for the market . Dissertation 1931; printed 1933. Reprint [of the edition] Stuttgart: Metzler, 1933, Wiesbaden: G · E · M, 2006, 2006/24, 98 pages, ISBN 3-9809657-3-2 .
  • The watch in the judgment of the consumer. In: The art of watchmaking. 1938, pp. 78-80.
  • Georg Bergler and Ludwig Erhard (eds.): Market economy and economics. A celebratory offering from the circle of the Nuremberg School for the 60th birthday of Wilhelm Vershofen . Reprint [of the edition] Berlin: Dt. Betriebswirte-Verlag, 1939, Frankfurt am Main: Keip, 1991, 312 pp., ISBN 3-8051-0067-1 (Bibliography W. Vershofen pp. 311-312)
  • Entrepreneurs and managers as personal supporters of the capital economy . In: The company in the market. Festschrift for Wilhelm Rieger on his 75th birthday. Stuttgart, Cologne: Kohlhammer, 1953, 322 pp.
  • Contributions to sales and consumption research , Kallmünz: Lassleben, 1957.
  • The literature about the branded article . 4th updated edition. Nuremberg: Society for Consumer Research, 1960, 332 pp.
  • The development of consumption research in Germany and the society for consumer research up to 1945 , Kallmünz: Lassleben, 1960.
  • Consumption research between man and economy, Munich: Verlag Moderne Industrie, 1961.
  • History of the Nuremberg University of Economics and Social Sciences 1919 - 1961, two volumes, Nuremberg: Spindler, 1963/1969.
  • Advertising and Society, Essen: Girardet 1965.
  • Paragraph. Materials for a sales theory , Nuremberg: Spindler 1968.
  • Bibliography of fashion and the textile industry , Essen: Girardet, 1971.
  • Stories and legends . Nuremberg: Vertriebswirtschaftliche Gesellschaft eV, 1971, 200 p. (Printing: Ludwigsburg: Süddeutsche Verlagsanstalt und Druckerei GmbH)
  • Curiosities. Comments on people and the economy , Berlin: Duncker & Humblot, 1973, ISBN 3-428-02892-9 .

literature

  • Yearbook of sales and consumption research. Edited by the Society for Consumer, Market and Sales Research e. V. (GfK), Nuremberg. Founded by Georg Bergler u. Wilhelm Vershofen. Vol. 16, volume 1. Berlin: Duncker and Humblot, 1970, ISSN  0021-3985 (formerly published by Verlag Spindler, Nuremberg). English edition under the title: Yearbook of marketing and consumer research
  • Wilhelm Vershofen, Paul W. Meyer [u. a.] (Ed.): Man in the market. A commemorative publication for the 60th birthday of Georg Bergler . Berlin: Duncker & Humblot, 1960, 464 p. (With bibliography by Georg Bergler, p. 449–464)

Georg Bergler Prize for Marketing

With the prize sum of 20,000 euros, the Georg Bergler Prize is one of the highest endowed marketing specialist book awards in Europe. The award has been given every two years by the absatzwirtschaft - magazine for marketing , the German Marketing Association and the GfK Association since 2006 and recognizes the work of book authors in the field of market-oriented corporate management, the scientific findings from marketing and the field of sales management in a particularly clear way , present in a practical and pioneering way. The award of the prize is also tied to the condition that the prize winner invests at least half of the amount back into the scientific community, be it in projects, research work or book foundations. A jury made up of six experts from science and practice will decide on the award.

Award winners have been:

  • 2010 Hermann Simon , Simon, Kucher & Partners , Bonn and Martin Fassnacht (Marketing Researcher), WHU - Otto Beisheim School of Management , Vallendar with the book Price Management - According to the jury, the book is one of the most comprehensive specialist books on the subject of price : “The first edition of the book appeared in 1982 under the sole authorship of Hermann Simon and at that time already filled a large gap between theory and practice in this area. With the co-author Martin Fassnacht in the now award-winning 3rd edition of the title, the classic specialist book was completely revised. The book, which was conceived as a textbook for students, now follows a systematically process-oriented structure of the pricing process, from strategy to analysis to decision and implementation ”, says the official justification of the award givers. The unusual combination of scientists and practitioners contributes to the fact that theoretically demanding content as well as knowledge relevant to practice are conveyed, making the subject of pricing understandable and applicable.
  • 2008 Klaus Backhaus , Westphalian Wilhelms University Münster and Helmut Schneider , Steinbeis University Berlin .
  • 2006 Franz-Rudolf Esch , Marketing Researcher at the University of Giessen .

Web links

source

  • Hanns Linhardt , communication - obituary for Georg Bergler , in ZfbF 1972, pp. 268–270
personal data
SURNAME Bergler, Georg
BRIEF DESCRIPTION German business economist
DATE OF BIRTH July 18, 1900
DATE OF DEATH March 4th 1972