, dass das klassische Marketing keine Antworten auf diese neuen Herausforderungen hat und auch die Customer Journey eine … Marketing und stellen Sie sich öfter mal die ehrliche Frage: „Macht das wirklich für den Kunden Sinn?“ Der Autor Christian … Gündling ist Professor für Marketing und Strategie an der Jade Hochschule, Berater zahlreicher Erfolgsunternehmen, Grenzgänger …

Exploring both the theoretical and the applied aspects of the role ethics plays in marketing, this Handbook analyzes …. Nationally and internationally recognized contributors cover the most important, timely developments in marketing ethics as well … as trends and ideas for a future research agenda. Topics such as consumer ethics, morality in marketing and corporate …

'This is an essential resource for managers and scholars interested in services marketing. It covers the topic … field.' - Valarie Zeithaml, UNC Kenan-Flagler Business School, US. The Handbook of Service Marketing Research brings … together an all-star team of leading researchers in service marketing to explore many of the hottest topics in service …

Gabriele Troilo explores the entire marketing knowledge management process from a unique perspective. He emphasises the …Market orientation and organizational knowledge -- Organizational knowledge and marketing knowledge -- Marketing … knowledge : a model for management -- The emersion of marketing knowledge -- The generation of marketing knowledge -- The …

data. It is perfect for advanced undergraduate and postgraduate students of marketing, management, consumer behaviour and …