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http://worldcat.org/entity/work/id/793201724

Marketing management a contemporary perspective

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description

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  • "Christian Homburg und Harley Krohmer bieten Marketing-Studierenden und Praktikern einen umfassenden Überblick der Fragestellungen und Inhalte in Marketing und Vertrieb. Zum tiefergehenden Verständnis der Inhalte trägt die ausgeprägte theoretische Fundierung des Buches bei. Eine kritische quantitative Orientierung fördert das strukturierte und präzise Durchdenken der aufgezeigten Fragestellungen, wobei auch die Grenzen der Unterstützung von Marketingentscheidungen durch quantitative Modelle aufgezeigt werden. Neben den neuesten Erkenntnissen der Marketingforschung werden insbesondere die umsetzungsbezogenen Aspekte des Marketing dargestellt. In der 4. Auflage alle Kapitel vollständig überarbeitet und um neue Entwicklungen erweitert. "Homburgs und Krohmers Marketing-Studium generale zeigt, was zur Königsdisziplin Marketing alles dazugehört." Handelsblatt."
  • "The book offers students and practitioners the comprehensive coverage they need to make the right decisions to create and implement highly successful marketing strategies. This exciting new book combines scholarly international research with relevant and contemporary examples from markets and brands across the world. The authors combine their experience as researchers and industry consultants to provide the conceptual and theoretical underpinning of marketing and empirical research, helping students to understand how marketing concepts can be applied and implemented. The book covers a full range of industries including business-to-customer, business-to-business, services marketing, retailing and international marketing from companies around the globe."
  • ""Marketing Management: A Contemporary Perspective" provides a fresh new perspective on marketing from some of the leading researchers in Europe. The book offers students and practitioners the comprehensive coverage they need to make the right decisions to create and implement highly successful marketing strategies. This exciting new book combines scholarly international research with relevant and contemporary examples from markets and brands across the world. The authors combine their experience as researchers and industry consultants to provide the conceptual and theoretical underpinning of marketing and empirical research, helping students to understand how marketing concepts can be applied and implemented. The book covers a full range of industries including business-to-customer, business-to-business, services marketing, retailing and international marketing from companies around the globe. Marketing Management is an authoritative investigation of contemporary marketing. It is a thorough, carefully crafted, and comprehensive resource that helps to understand and solve the challenges in implementing successful marketing."

genre

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  • "Electronic books"@en
  • "Einführung"
  • "Lehrbuch"

name

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  • "Marketingmanagement Strategie - Instrumente - Umsetzung - Unternehmensführung"
  • "Marketingmanagement Strategie -- Instrumente -- Umsetzung -- Unternehmensführung"
  • "Marketingmanagement"
  • "Marketing management a contemporary perspective"@en
  • "Marketing management a contemporary perspective"
  • "Marketingmanagement : Strategie - Instrumente - Umsetzung - Unternehmensführung"
  • "Marketingmanagement : Strategie - Instrumente - Umsetzung - Unternehmensführung ; [Bachelor geeignet!]"
  • "Marketing management"
  • "Marketing management ;contemporary perspective"
  • "Marketingmanagement Strategie - Instrumente - Umsetzung - Unternehmensführung ; [Bachelor geeignet!]"
  • "Marketing management : A contemporary perspective"
  • "Marketingmanagement : strategie - instrumenteumsetzung - unternehmensfhrung"
  • "Marketing Management"
  • "Marketingmanagement : Strategie, Instrumente, Umsetzung, Unternehmensführung"
  • "Marketing management : a contemporary perspective"

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