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Marketing-Theorie

Marketing-Theorie

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783834980595
Condition
New
Product Description

Im Mittelpunkt des Buches stehen wissenschaftstheoretische und methodologische Grundfragen der Marketingwissenschaft. Daneben stellt Alfred Ku Wesen und internationale Entwicklung des Forschungsgebietes Marketing dar und gibt einen kurzen berblick ber wichtige Schwerpunkte der Marketingforschung. Das Buch bietet eine knappe und leicht verstndliche Darstellung der einzelnen Teilgebiete und hilft, den Einstieg in den Bereich der Marketing-Theorie sowie den Zugang zur entsprechenden internationalen Literatur zu finden. Marketing-Theorie wendet sich an Studierende der Betriebswirtschaftslehre mit dem Schwerpunkt Marketing, die ber wissenschaftliche Grundkenntnisse zum Marketing verfgen und ein weitergehendes theoretisches Interesse haben, insbesondere an Studierende am Beginn einer deutlich theoretisch ausgerichteten Studienphase. Prof. Dr. Alfred Ku lehrt Betriebswirtschaftslehre, insbesondere Marketing, an der Freien Universitt Berlin.

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