Handbuch des Marketing, Teilband III

H. Sektorales Marketing – J. Spezielles Marketing – K. Marketingmanagement

2016. 7., überarb. und erw. Aufl. 78 Abb.; 579 S.
Available as
49,90 €
ISBN 978-3-428-14931-5
49,90 €
ISBN 978-3-428-54931-3
Price for libraries: 399,00 € [?]
61,90 €
ISBN 978-3-428-84931-4
Price for libraries: 419,00 € [?]


The »Handbook of Marketing« in its seventh edition offers a complete overview of all topics of the subject. This includes the mindset of marketing, consumer behavior, market research, marketing mix with product, price, communication and distribution tools and sectoral as well as specific aspects of marketing and marketing management. In this respect there are three marketing books in a coordinated, non-redundant form for the price of one.


H. Sektorales Marketing

Konsumtives Marketing – Industrielles Marketing – Dienstleistungsmarketing – Handelsmarketing – Beschaffungsmarketing – Internationales Marketing

J. Spezielles Marketing

Broadening des Marketing – Deepening des Marketing – Internes Marketing – Public Marketing – Kundenmanagement im Marketing

K. Marketingmanagement

Marketingkonzeption – Marketingorganisation – Marketingcontrolling – Stichwortverzeichnis

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