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Marketing : prozess- und praxisorientierte grundlagen /
The textbook covers the basic elements of conceptual marketing. The focus is on the marketing of consumer goods, and the fourth edition places special emphasis on brand marketing. The sub-strategic dimension of brand policy is examined in the context of marketing tools. The chapter on contracting po...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Alemán |
| Publicado: |
Berlin, Germany ; Boston, Massachusetts :
De Gruyter Oldenbourg,
2015.
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| Colección: | De Gruyter Studium.
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| Temas: | |
| Acceso en línea: | Texto completo |
| Sumario: | The textbook covers the basic elements of conceptual marketing. The focus is on the marketing of consumer goods, and the fourth edition places special emphasis on brand marketing. The sub-strategic dimension of brand policy is examined in the context of marketing tools. The chapter on contracting policy has been completely restructured. The section on internet marketing has been updated and expanded. |
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| Descripción Física: | 1 online resource (400 pages) : illustrations (some color) |
| Bibliografía: | Includes bibliographical references and index. |
| ISBN: | 9783110413960 3110413965 3110413973 9783110413977 3110413957 9783110413953 |