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Marketing Management
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Das Ergnzungsheft der ZfB enthlt Beitrge zum Marketing in der Praxis mit den Schwerpunkten Direktmarketing, Consumer Equitiy und Globalisierung sowie Beitrge zur Marketingtheorie im Wandel der Forschung. Eine solche Theorie soll Orientierung bieten und sich mit den neuen Phnomenen und Herausforderungen auf den Mrkten beschftigen wie beispielsweise verndertes Kundenverhalten, neue Bedrfnisse der Kunden, verstrkte Individualisierung sowie Vernderungen im Reputations-Controlling.
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