Marketing: Prozess- und praxisorientierte Grundlagen
Peter Runia, Frank Wahl, Olaf Geyer, Christian ThewißenThe textbook covers the basic elements of conceptual marketing. The focus is on the marketing of consumer goods, and the fourth edition places special emphasis on brand marketing. The sub-strategic dimension of brand policy is examined in the context of marketing tools. The chapter on contracting policy has been completely restructured. The section on internet marketing has been updated and expanded.
- Highlights key concepts in theory and practice
- A succinct and clearly structured reference work
- Provides clear definitions of marketing terminology
- Contains concrete practical examples
年:
2015
出版:
4th updated edition
出版社:
De Gruyter Oldenbourg
语言:
german
页:
399
ISBN 10:
3110413965
ISBN 13:
9783110413960
文件:
PDF, 4.64 MB
IPFS:
,
german, 2015