Understanding marketing management -- Introduction to marketing -- Understanding marketing management within a global context -- Developing marketing strategies and plans -- Managing digital technology in marketing -- Capturing marketing insights -- The changing marketing environment and...

Standard-Lehrbuch für Hochschulen (alle Semester) und Wirtschaftsakademien; hinsichtlich neuerer Unternehmenskonzepte und Forschungsergebnisse aktualisiert (Vorauflage ID 33/95 - kann weiter benutzt werden). Wird ebenso häufig zitiert wie "Marketing" von Heribert Meffert (in dieser Nr.) und...

"The undisputed global bestseller in marketing management that reflects changes in marketing theory and practice An encyclopaedia of marketing, the classic Marketing Management is considered as the authoritative book on the subject. Inspired by the US editions, the 5th European edition of this...

"The 16th edition of Marketing Management builds on the classic examples, core concepts, and logical structure that made the first edition a landmark text. Much has changed since the 15th edition was published. Ongoing globalization; the increasing role of corporate social responsibility;...