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Heribert Meffert
Marketing
Grundlagen marktorientierter Unternehmensfuhrung. Konzepte – Instrumente – Praxisbeispiele. Mit neuer Fallstudie VW Golf

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Die 8. Auflage dieses Klassikers erscheint mit völlig neuem Konzept. Während die strategischen Aspekte des Marketing in ‚Marketing-Management‘ umfassend abgehandelt werden, ist diese Publikation als einführendes Lehrbuch konzipiert.

Aktuelle Entwicklungen im Marketing (Lean Marketing, Variantenmanagement, etc.) werden beschrieben, Praxisbeispiele sorgen für Anschaulichkeit. Eine prägnante Darstellung institutioneller Besonderheiten des Marketing sowie eine umfassend dokumentierte Fallstudie zum Marketingkonzept des VW Golf III runden das Werk ab.

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Sprache Deutsch ● Format PDF ● ISBN 9783322931559 ● Verlag Gabler Verlag ● Erscheinungsjahr 2013 ● herunterladbar 3 mal ● Währung EUR ● ID 6373788 ● Kopierschutz Adobe DRM

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