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Marketing 3
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Das vorliegende Buch ist der letzte Band eines dreiteiligen Werkes, das die Grundlagen des Marketing umfassend darstellt. Inhalte dieses Bandes sind die verschiedenen Teilbereiche des Marketing-Management: Marketing-Planung, Marketing-Kontrolle, Marketing-Organisation und Fhrung im Marketing. Das didaktische Konzept dieses Buches lt sich wie folgt charakterisieren: Die wesentlichen Inhalte werden zum einen aus theoretischer Sicht dargestellt, zum anderen wird die praktische Anwendbarkeit im Marketing-Bereich errtert. Das methodische Instrumentarium wird durchweg anhand von Beispielen erlutert. Dies macht das Buch auch bei der Beschftigung mit speziellen Fragestellungen des Marketing-Managements fr Studenten und Praktiker unverzichtbar.
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