Marketing-Controlling und der Marketing-Organisation sowie das Human Resources Management. Auch die Marktforschung auf …Mit einer fundierten und umfassenden Darstellung des internationalen Marketing-Managements, wendet sich dieses Buch … sowohl an Studierende als auch an Praktiker. Es behandelt ausführlich die internationalen Aspekte der Marketing-Planung, des …

In today’s digital world, it is impossible to achieve wide scale marketing goals without using modern methodology of … integrated marketing communications management. Companies experience increasing influence of consumer-generated content and … online reviews. Therefore, the need for specific tools and methodology of integrated marketing communications management …

International marketing is growing in volume and importance for firms. Consequently, the impact of international … marketing on society has also taken on additional importance. Distribution through international marketing channels, often … referred to as exporting and importing, is the most frequently researched aspect of international marketing. Many marketing …

Neo-classical microeconomic theory has been suggested to offer (1) an appropriate analytical tool for construction … microeconomic theory provides a useful means of analysis, it offers little for the practice of pricing, which is much more closely … related to the marketing discipline than economics. …

This work assesses innovation diffusion models and their application in marketing management. Its two principal aims …

" - which emphasises the coordinating role of information (mostly via price-signals) in dynamic markets - as a general marketing-theory …. At first, this thesis describes different concepts and problems toward marketing and marketing-theory. Then … Austrian economics that are fruitful for marketing-theory. Without marketing, the market process would come to a halt in a …

Word-Of-Mouth (WOM) has long been considered to be one of the most important marketing tools. The Internet has created … many variations to traditional WOM. Building on reciprocity theory, this study will focus on Positive Word-of-Mouth (PWOM …

Examines the role and importance of customer-contact personnel in the marketing of a bank's financial services and the … personal selling of services and their role and importance in the marketing of the bank's financial services. The results were …