Practice-Oriented Marketing : Basics - Instruments - Case Studies

by Ralf T. Kreutzer

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.

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Alternative title:	Praxisorientiertes Marketing
Year of publication:	2023
Authors:	Kreutzer, Ralf T.
Publisher:	2023.: Wiesbaden : Springer Fachmedien Wiesbaden 2023.: Wiesbaden : Imprint: Springer
Subject:	Marketing Controlling \| Marketing Research \| Marketing Basics \| Marketing tools \| Marketing concept \| Marketing Organization \| Marketing Planning \| Marketing \| Deutschland \| Germany

Extent:	1 Online-Ressource (XXX, 541 p. 214 illus., 196 illus. in color.)
Type of publication:	Book / Working Paper
Type of publication (narrower categories):	Lehrbuch
Language:	English
ISBN:	978-3-658-39717-3 ; 978-3-658-39716-6 ; 978-3-658-39718-0
Other identifiers:	10.1007/978-3-658-39717-3 [DOI]
Classification:	Marketing
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10014229288