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Practice-oriented marketing basics - instruments - case studies /
This book introduces the fundamentals of marketing and is consistently oriented to the following guiding ideas: Ensuring a consistent transfer of theoretical approaches into practical implementations throughout all chapters. Integration of a variety of examples in order to make marketing directly co...
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| Format: | eBook |
| Language: | English German |
| Published: |
Wiesbaden :
Springer,
[2023]
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| Physical Description: |
1 online resource (xxx, 541 pages) : illustrations (chiefly color) |
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| Online Access: | SpringerLink - Click here for access |
Contents:
- General principles of marketing
- Marketing planning and marketing research
- Marketing goals
- Marketing strategy
- Marketing instruments
- Development of a cohesive marketing concept
- Marketing controlling
- Marketing organization.