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Lippold, Dirk

Die Marketing-Gleichung

Einführung in das prozess- und wertorientierte Marketingmanagement

[The Marketing Equation: An Introduction to Value-Oriented Marketing Management]

Series:De Gruyter Studium

DE GRUYTER OLDENBOURG

    39,95 € / $56.00 / £29.99*

    Hardcover
    2nd completely revised and expanded edition
    Publication Date:
    May 2015
    ISBN
    978-3-11-042681-6
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    Overview

    • Provides an innovative process and value oriented framework for developing marketing strategies

    Aims and Scope

    The reputation of traditional marketing techniques as an essential component of corporate success has declined in recent years. This book, already in its second edition, offers a practical approach to value-oriented management, serving as the basis for practical training for students of marketing management while at the same time offering valuable insights for professionals working in the field.

    Details

    24.0 x 17.0 cm
    xvi, 534 pages
    266 Fig.
    68 Inserts
    DE GRUYTER OLDENBOURG
    Language:
    German
    Type of Publication:
    Textbook
    Readership:
    Students and teachers of business administration, esp. marketing; communications; HR marketing

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    Reviews

    Zur 1. Auflage: 'Insgesamt wird das Konzept der Marketing-Gleichung verständlich dargelegt und die verschiedenen Themen gut strukturiert erarbeitet. Deshalb ist das Buch insbesondere als Basislehrmittel für Marketingstudenten uneingeschränkt weiterzuempfehlen." Marketing-Review St.Gallen, Nr. 2/2012

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