Die 7 Herausforderungen der Markenführung -- Leitkonzept der Unternehmensführung -- Marketing in der sozialen … unter veränderte Rahmenbedingungen -- Impulse für die marktorientierte Unternehmensführung und Marketing als strategische … Disziplin -- Modernes Marketing im Zeichen der Nachhaltigkeit: Zwei Beispiele aus der Praxis -- Management von …

Marketing has become one of the most influential forces in contemporary market economies. Yet despite ubiquitous … qualitative studies, the author theorizes on the marketing function as a self-contained system of communications. It is argued … that marketing systems prosper within a host organization if and as long as they successfully influence observers …

conference’s three main themes (management and marketing, economics and finance, and entrepreneurship) and present original … valuable information on current research trends in business management, international business, marketing, economics, finance …

methods drawn from management, economics, and sociology. The research contained here can be characterized in these ways: (1 …