GERMAN

Marketing: Prozess- und praxisorientierte Grundlagen

By Peter Runia; Frank Wahl; Olaf Geyer; Christian Thewißen

Book information

Publisher
De Gruyter Oldenbourg
Year
2015
ISBN
9783110413960
Language
german
Format
EPUB
Filesize
17 MB (18216770 bytes)
Edition
4th updated edition
Pages
399\0
Library
degruyter.com
Time added
2023-07-29 20:11:36

Description

The 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

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