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222 Keywords Marketing
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Von Awareness Marketing ber Customer Lifetime Value und Leapfrogging bis zur Wasserfallstrategie: Die Marketingsprache zeichnet sich durch unzhlige Fachtermini und Anglizismen aus. Einen ersten schnellen berblick verschafft das vorliegende Nachschlagewerk. Anhand von 222 bersichtlichen Schlsselbegriffen werden die Grundkonzepte und -theorien des Marketings erlutert. Die Erklrungen sind kompakt und verstndlich formuliert und bieten somit Basiswissen fr alle, die einen schnellen Einstieg in die Marketingpraxis suchen, sich fr Marketing und Markenmanagement interessieren oder ihr vorhandenes Wissen auffrischen mchten.
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