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Marketing Engineering
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Theoretische Texte ber Marketing gibt es viele, aber wie fge ich all die theoretischen Ideen in der Praxis so zusammen, dass Aktionen entstehen, die zum Erfolg fhren, die planbar und kontrollierbar sind und mit beschrnkten Budgets optimale Wirkung zeigen? Wie bekomme ich die verschiedenen Interessen aus Entwicklung, Vertrieb und Unternehmensleitung unter einen Hut und sichere deren Untersttzung der geplanten Marketingaktivitten? Wie nutze ich brandneue Anstze wie Viral Marketing, Network Marketing oder Permission Marketing? Dieses Buch nhert sich diesen Fragen aus Praxissicht.
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