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ISBN13: 9783790819410
Publisher: Springer Nature
Published: Feb 9 2007
Pages: 211
Weight: 0.72
Height: 0.48 Width: 6.14 Depth: 9.21
Language: German
Das vorliegende Marketing-Lehrbuch ist inhaltlich und methodisch-didaktisch exakt auf das Bachelor-Studium zugeschnitten. Der Autor geht dabei von den verhaltenswissenschaftlichen Grundlagen des Marketings sowie dem grundlegenden Aufbau einer Marketing-Konzeption aus. Er erläutert Marketing-Ziele, -Strategien, -Mix, -Kontrolle und Marktforschung. Neben der Vermittlung des Lehrstoffs bietet er Kontrollfragen zur gezielten Prüfungsvorbereitung sowie eine komplexe Fallstudie. Studierende können alleine oder in Gruppenarbeit ihr erlangtes Wissen auf einen komplexen Praxisfall anwenden und somit transferieren und vernetzen. Zielgruppen sind Studierende in Bachelor-Studiengängen des Fachs Marketing an Berufsakademien und (Fach)hochschulen.
Weitere Bände in der Reihe BA-Kompakt für 2007/2008 geplant
für das WS 2007/2008:
- Einführung in die VWL/Mikroökonomie I
- Mathematik für Wirtschaftswissenschaftler
- Dienstleistung und Produktion
- IT-Management
für das SS 2008:
- Statistik für Wirtschaftswissenschaftler
- Personalwirtschaft
- Organisation und Projektmanagement
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