Marketing: Grundlagen marktorientierter Unternehmensfuhrung Konzepte - Instrumente - Praxisbeispiele

This well-established textbook provides comprehensive coverage of marketing management principles for students in bachelor's and master's programs, as well as practical professionals. The 13th edition has been extensively revised, with a particular focus on new developments in digital marketing, including the impact of digitalization on the customer journey and innovative methods for collecting and analyzing large amounts of data (Big Data). The Marketing-Mix has been expanded to include sections on pricing strategies in the Internet, multichannel distribution, and digital communication. Additionally, topics such as customer relationship management (CRM), complaint and key account management, and corporate social responsibility (CSR) have been introduced into the textbook for the first time. With its comprehensive approach to marketing, the new edition continues to uphold its reputation as a valuable resource for marketers.

\n Format: Hardback
\n \n Publication date: 28 September 2018
\n Publisher: Springer Fachmedien Wiesbaden
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This renowned textbook provides comprehensive foundations of marketing management for students enrolled in bachelor's and master's programs, as well as practical professionals. In its 13th edition, all chapters have undergone extensive revisions, particularly focusing on the latest developments in digital marketing. The authors delve into the impact of digitalization on customer journeys and introduce innovative methods for capturing digital information (such as Big Data). The marketing mix has been expanded to include sections on pricing strategies in the Internet, multichannel distribution, and digital communication. Additionally, topics such as customer relationship management (CRM), complaint and key account management, as well as corporate social responsibility (CSR), have been introduced into the textbook for the first time. With its comprehensive coverage of marketing, this new edition further solidifies its reputation as a fundamental reference for marketing professionals.

The content of the textbook encompasses conceptual principles of marketing, research on consumer behavior and marketing, setting marketing objectives, developing marketing strategies, implementing the marketing mix, organizing and managing marketing operations, and conducting marketing control.

\n Weight: 1774g\n
Dimension: 183 x 247 x 52 (mm)\n
ISBN-13: 9783658211950\n \n