Marketing

Svend Hollensen; Marc Oliver Opresnik

doi:10.15358/9783800649297

Marketing

A Relationship Perspective

2. Auflage 2015

Kein Zugriff

doi.org/10.15358/9783800649297
ISBN print: 978-3-8006-4928-0
ISBN online: 978-3-8006-4929-7
C.H.BECK, München C.H.BECK, München

Im Shop erwerben

Zusammenfassung

Das Marketing-Lehrbuch in englischer Sprache, zugeschnitten auf den europäischen Markt. Mit zahlreichen Übungsaufgaben, Vertiefungsfragen, Praxisbeispielen und Fallstudien:

“Marketing – A Relationship Perspective” is back for a second edition and continues to set a benchmark for achievement in introductory marketing courses across Europe. It is a comprehensive, broad-based and challenging basic marketing text which describes and analyses the basic concepts and strategic role of marketing and its practical application in managerial decision-making. It integrates the 'new' relationship approach into the traditional process of developing effective marketing plans. The book's structure fits to the marketing planning process of a company. Consequently, the book looks at the marketing management process from the perspective of both relational and transactional approach suggesting that a company should in any case pursue an integrative and situational marketing management approach. Svend Hollensen’s and Marc Opresnik’s holistic approach covers both principles and practices, is drawn in equal measure from research and application, and is an ideal text for students, researchers and practitioners alike.

Kapitel Ausklappen | Einklappen Seiten
1 - 15
16 - 58
- 16 - 22
- 22 - 23
- 23 - 28
- 28 - 35
- 35 - 38
- 38 - 48
- 48 - 58
58 - 154
- 58 - 88
- 88 - 106
- 106 - 120
- 120 - 125
- 125 - 128
- 128 - 129
- 129 - 140
- 140 - 154
154 - 218
- 154 - 183
- 183 - 208
- 208 - 218
218 - 398
- 218 - 258
- 258 - 280
- 280 - 320
- 320 - 398
398 - 493
- 398 - 428
- 428 - 440
- 440 - 463
- 463 - 493
493 - 510
510 - 511
511 - 515
515 - 515

Durchsuchen Sie das Werk

Geben Sie ein Keyword in die Suchleiste ein