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Innovationen im sektoralen Marketing
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Das sektorale Marketing berhrt auf zentrale Weise das Verhltnis von Marketingwissenschaft und Praxis. Die Autoren zeigen in ihren Beitrgen auf, dass das sektorale Marketing zum einen eine wesentliche Transferaufgabe bei der Erschlieung von "Marketing-Neuland" leistet, zum anderen mit der sektorspezifischen Forschung im Konsumgter-, Dienstleistungs-, Investitionsgter-, Handels-, Nonprofitbereich und internationalen Marketing wichtige Erkenntnisse zur allgemeinen Marketingtheorie beisteuert. In diesem Buch wird erstmals eine Bestandsaufnahme der Forschung im sektoralen Marketing vorgenommen und seine betrchtliche Bedeutung fr den wissenschaftlichen Fortschritt im Marketing dokumentiert.
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