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Marketing
Prozess- und praxisorientierte Grundlagen
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Peter Runia
Language:
German
Published/Copyright:
2015
About this book
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.
- Highlights key concepts in theory and practice
- A succinct and clearly structured reference work
- Provides clear definitions of marketing terminology
- Contains concrete practical examples
Author / Editor information
Prof. Dr. Peter M. Runia (FOM); Frank Wahl (FOM); Olaf Geyer (Kienbaum); Dr. Christian Thewißen (FOM)
Topics
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V |
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XI |
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XIII |
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XV |
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XVII |
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XIX |
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XXV |
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11 |
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69 |
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79 |
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V. Marketinginstrumente
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145 |
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148 |
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159 |
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371 |
Publishing information
Pages and Images/Illustrations in book
eBook published on:
May 19, 2015
eBook ISBN:
9783110413960
Edition:
4th updated edition
Pages and Images/Illustrations in book
Front matter:
27
Main content:
372
Illustrations:
125
Line drawings:
20
eBook ISBN:
9783110413960
Keywords for this book
Integrated communication; unique selling proposition; conceptual marketing; brand image; brand identity
Audience(s) for this book
Students of business studies majoring in marketing at the Bachelor’s and Master’s levels as well as marketing practitioners
