stakeholderorientierten Marketing, das sowohl im Kontext des Wissenschaftssystems als auch für Organisationen im öffentlichen Sektor und im … und -marketing, des Public Marketing, der Verwaltungswissenschaften sowie des New Public Managements PraktikerInnen im …

This book offers both marketing and sales professionals a rare combined insight into both worlds to continuously … the authors in both Europe and North America. It has never been easier to produce great marketing content and sales … collateral. And yet, 90% of the content that marketing produces is NEVER used by sales. Why not? Because it’s not relevant to the …

This textbook gives a clear and comprehensive overview of the process of strategic marketing planning. The authors … provide a systematic framework that helps to structure the vast and complex marketing knowledge, thus making it more … accessible and easier to use for strategic marketing planning. Many short case reports and examples serve to illustrate the key …

This proceedings volume examines transformation in marketing to better understand current and future standing of the … marketing field. From whether there is a need for transformation in our field; what methodological transformations are necessary … marketing theory, practice, consumption practices and people are transforming as the world continues to change. It is by …

marketing for emerging markets. The case studies presented focus on creating, communicating and delivering customer value to … emerging market consumers through various marketing strategies, processes and programs in the context of emerging market … students acquire the skills they need to make informed marketing decisions in emerging markets. Further, it provides …

This book analyzes the evolution of marketing and the ways in which marketing actions can be rendered more effective …, before setting out a new approach to marketing, termed The Extra Step (TES) in recognition of the importance that it … attributes to the final extra step in enhancing the effectiveness of marketing efforts. Readers will find clear description of …

This is a teaching companion to the case studies provided in the book 'Strategic Marketing Cases in Emerging Markets … understanding of the service business scenarios and strategies for marketing in emerging markets. The authors provide extensive …

renewable energy? How do the legal framework and customer preferences influence marketing strategies? Is direct marketing or … online marketing the key to success? Answers to these and many other questions can be found in this volume, which gathers … combines the latest research results and concrete case studies to help readers understand the fundamentals of marketing for …

marketing and the integration of theory and practice. It highlights strategic research and innovative activities in marketing … technology used to manage and analyze business data, to discover hidden knowledge and to introduce intelligence into marketing … processes. This allows for a focus on innovative applications in all aspects of marketing, of computerized technologies related …

. In der 13. Auflage wurden alle Kapitel überarbeitet. Insbesondere wurden neue Entwicklungen im digitalen Marketing … neue Methoden der digitalen Informationsgewinnung (Big Data). Der Marketing-Mix wurde um Abschnitte zur Preisgestaltung im … Lehrbuchklassiker erhalten. Mit diesem umfassenden Blick auf das Marketing wird die neue Auflage ihrem Ruf als "Bibel des Marketings" (w …