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Integrativ-Prozessuales Marketing: Eine Einführung Mit Durchgehender Schwarzkopf&henkel-Fallstudie
Paperback
ISBN13: 9783834944696
Publisher: Springer Gabler
Published: Sep 21 2012
Pages: 417
Weight: 1.52
Height: 0.89 Width: 6.69 Depth: 9.61
Language: German
Der Integrativ-Prozessuale Marketingansatz (IPM) spiegelt den Austauschprozess zwischen Anbieter und Nachfrager und die davon abzuleitenden Integrationserfordernisse wider. Dabei eröffnet sich ein umfassendes Bild der modernen Vorgehensweise im Marketing.
Auf der Basis der Neuen Institutionenökonomie und gestützt auf einen durchgehenden Fall aus der Praxis gelingt diesem Buch ein Brückenschlag zwischen wissenschaftlichem Anspruch und anwendungsbezogener Relevanz. Die verschiedenen Marketingfunktionen (Marktforschung, Strategisches Marketing, Kommunikation, Verkauf, Realisierung) und die dabei abzuarbeitenden Managementprobleme werden in einzelnen Kapiteln ausführlich beschrieben. Short Cases und Abstracts sowie Fragen zur Selbstkontrolle dienen dem Lerntransfer.
In die erweiterte vierte Auflage wurden neben Aktualisierungen und Ergänzungen in den einzelnen Marketingbereichen insbesondere auch die nachfragerseitigen Aufgabenbereiche des Marketingprozesses eingearbeitet.
Der Inhalt
- Grundlagen
- Marktforschung
- Strategisches Marketing
- Kommunikation/Werbung
- Verkauf
- Realisierung/Distribution
Die Zielgruppen
Studenten und Dozenten der Betriebswirtschaftslehre, insbesondere mit dem Schwerpunkt Marketing, an Universitäten und Fachhochschulen sowie Aus- und Weiterbildungsinstitutionen
Interessierte Entscheidungsträger in der Praxis
Der Autor
Prof. Dr. Roland Mattmüller ist Inhaber des Lehrstuhls für Allgemeine Betriebswirtschaftslehre, insbesondere Strategisches Marketing, an der EBS Business School, EBS Universität für Wirtschaft und Recht in Oestrich-Winkel.
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