By Heribert Meffert,Christoph Burmann,Manfred Kirchgeorg

Dieses bewährte Standardwerk liefert Studierenden im Bachelor- und Masterprogramm sowie Praktikern umfassende Grundlagen des Marketingmanagements aus einer entscheidungsorientierten Sicht. In der 12. Auflage des Marketing-Klassikers wurden alle Kapitel überarbeitet. Insbesondere wurden bei den Verhaltens- und Informationsgrundlagen des advertising aktuelle Erkenntnisse aus der neurowissenschaftlichen Forschung integriert. Neuere Entwicklungen im Bereich der interaktiven Kommunikationsinstrumente wurden vertiefend berücksichtigt, die Ausführungen zum Marketingcontrolling im Rahmen der Marketing-Mix-Kapitel aktualisiert und die Zukunftsperspektiven des advertising fortgeführt.

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Marketing: Grundlagen marktorientierter Unternehmensführung Konzepte - Instrumente - Praxisbeispiele (German Edition) by Heribert Meffert,Christoph Burmann,Manfred Kirchgeorg


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