Die Marketing-Gleichung : Einführung in das prozess- und wertorientierte Marketingmanagement

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. Prof. Dr. Dirk Lippold (HU Berlin, SRH Hochschule Berlin, FOM Berlin)