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Grundlagen des Marketingmanagements

Grundlagen des Marketingmanagements

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783658296377
Condition
New
Product Description

Der Leser erhlt eine systematische Einfhrung in die Denkweisen, Konzepte, Methoden und Instrumente des Marketing. Christian Homburg vermittelt Studierenden und Praktikern in anschaulicher und kompakter Weise die Grundlagen des Marketingmanagements. Aufbau und Inhalt des Buches orientieren sich dabei an den sieben Perspektiven des Marketing. Neu in der 6. Auflage In der 6. Auflage wurden alle Kapitel berarbeitet und die Beispiele aus der Praxis aktualisiert. Dabei wurden Besonderheiten im Marketing, die aus der Omniprsenz der Digitalisierung resultieren, in allen Kapiteln eingearbeitet. So wurde der Einfluss digitaler Mglichkeiten auf alle Facetten des Marketingmix bertragen und die zunehmende Relevanz von E-Commerce-Aktivitten herausgearbeitet.

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