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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 |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Alemán |
| Publicado: |
Berlin, Germany ; Boston, Massachusetts :
De Gruyter Oldenbourg,
2015.
|
| Colección: | De Gruyter Studium.
|
| Temas: | |
| Acceso en línea: | Texto completo |
MARC
| LEADER | 00000cam a2200000Mi 4500 | ||
|---|---|---|---|
| 001 | EBOOKCENTRAL_ocn912323134 | ||
| 003 | OCoLC | ||
| 005 | 20240329122006.0 | ||
| 006 | m o d | ||
| 007 | cr cn||||||||| | ||
| 008 | 150609t20152015gw a ob 001 0 ger d | ||
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| 019 | |a 910282091 |a 1154904247 | ||
| 020 | |a 9783110413960 |q (e-book) | ||
| 020 | |a 3110413965 |q (e-book) | ||
| 020 | |a 3110413973 | ||
| 020 | |a 9783110413977 | ||
| 020 | |a 3110413957 | ||
| 020 | |a 9783110413953 | ||
| 020 | |z 9783110413953 | ||
| 020 | |z 9783110413977 |q (EPUB) | ||
| 024 | 7 | |a 10.1515/9783110413960 |2 doi | |
| 029 | 1 | |a AU@ |b 000056094217 | |
| 029 | 1 | |a DEBSZ |b 429654529 | |
| 035 | |a (OCoLC)912323134 |z (OCoLC)910282091 |z (OCoLC)1154904247 | ||
| 037 | |a 788207 |b MIL | ||
| 050 | 4 | |a HF5415 |b .M375 2015eb | |
| 082 | 0 | 4 | |a 658.8 |2 23 |
| 049 | |a UAMI | ||
| 245 | 0 | 0 | |a Marketing : |b prozess- und praxisorientierte grundlagen / |c Peter M. Runia [and three others]. |
| 264 | 1 | |a Berlin, Germany ; |a Boston, Massachusetts : |b De Gruyter Oldenbourg, |c 2015. | |
| 264 | 4 | |c ©2015 | |
| 300 | |a 1 online resource (400 pages) : |b illustrations (some color) | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 490 | 1 | |a De Gruyter Studium | |
| 504 | |a Includes bibliographical references and index. | ||
| 588 | 0 | |a Online resource; title from PDF title page (ebrary, viewed June 9, 2015). | |
| 505 | 0 | 0 | |t Frontmatter -- |t Inhalt -- |t Vorwort zur vierten Auflage -- |t Vorwort zur dritten Auflage -- |t Vorwort zur zweiten Auflage -- |t Vorwort zur ersten Auflage -- |t Abbildungsverzeichnis -- |t Abkürzungsverzeichnis -- |t I. Grundlagen des Marketing -- |t II. Marketinganalyse -- |t III. Zielsystem des Unternehmens -- |t IV. Marketingstrategien -- |t 1. Substrategische Dimension der Markenpolitik -- |t 2. Markenidentität und Markenimage -- |t 3. Systematik des Marketing-Mix -- |t 4. Produktpolitik -- |t 5. Kontrahierungspolitik -- |t 6. Distributionspolitik -- |t 7. Kommunikationspolitik -- |t VI. Marketingkontrolle -- |t VII. Marketingplanung -- |t Literaturverzeichnis -- |t Stichwortregister -- |t Zu den Autoren. |
| 520 | |a 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. | ||
| 590 | |a ProQuest Ebook Central |b Ebook Central Academic Complete | ||
| 650 | 0 | |a Marketing. | |
| 650 | 0 | |a Business. | |
| 650 | 0 | |a Sales promotion. | |
| 650 | 6 | |a Marketing. | |
| 650 | 6 | |a Affaires. | |
| 650 | 6 | |a Ventes |x Promotion. | |
| 650 | 7 | |a marketing. |2 aat | |
| 650 | 7 | |a businesses (business enterprises) |2 aat | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Marketing / General. |2 bisacsh | |
| 650 | 7 | |a Business |2 fast | |
| 650 | 7 | |a Marketing |2 fast | |
| 650 | 7 | |a Sales promotion |2 fast | |
| 700 | 1 | |a Runia, Peter M., |e author. | |
| 758 | |i has work: |a Marketing (Text) |1 https://id.oclc.org/worldcat/entity/E39PCGhdYhP8WGPQgqXvbXdpHd |4 https://id.oclc.org/worldcat/ontology/hasWork | ||
| 776 | 0 | 8 | |i Print version: |t Marketing : prozess- und praxisorientierte grundlagen. |d Berlin, Germany ; Boston, Massachusetts : De Gruyter Oldenbourg, ©2015 |h xxvii, 372 pages |z 9783110413953 |
| 830 | 0 | |a De Gruyter Studium. | |
| 856 | 4 | 0 | |u https://ebookcentral.uam.elogim.com/lib/uam-ebooks/detail.action?docID=1809885 |z Texto completo |
| 938 | |a De Gruyter |b DEGR |n 9783110413960 | ||
| 938 | |a EBL - Ebook Library |b EBLB |n EBL1809885 | ||
| 938 | |a ebrary |b EBRY |n ebr11059833 | ||
| 938 | |a ProQuest MyiLibrary Digital eBook Collection |b IDEB |n cis30033193 | ||
| 938 | |a YBP Library Services |b YANK |n 12102330 | ||
| 994 | |a 92 |b IZTAP | ||