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Marketing klipp & klar
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Dieses Buch bietet eine kompakte Einfhrung in wesentliche Themengebiete des modernen Marketing. Als kundenorientierte Perspektive auf die Unternehmensfhrung ist Marketing eines der Kerngebiete der Managementforschung und -lehre. Besondere Aufmerksamkeit erhlt dabei die verhaltenswissenschaftliche Fundierung der Inhalte. Zahlreiche Beispiele veranschaulichen die Themen, und Mindmaps am Ende jedes Kapitels erleichtern das Durchdringen der Zusammenhnge zwischen den einzelnen Themenfeldern. Das Buch richtet sich an Studierende der Wirtschaftswissenschaften und angrenzender Disziplinen sowie an Praktikerinnen und Praktiker, die sich einen aktuellen berblick ber das Thema Marketing verschaffen mchten.
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