Das Lehrbuch informiert auf verständliche Weise über die grundsätzlichen Vorgehensweisen elementa...

This standard work provides a scholarly and clear introduction to understanding consumer behaviou...

There are many marketing books, but only few which cover the design of marketing organisations. B...

Competition on digital networks and the increasing consumer use of online media have long since b...

In den letzten Jahrzehnten ist eine hohe Dynamik im internationalen Wettbewerb zu beobachten. Lan...

The latest global economic crisis has shown that when corporate policy is primarily geared toward...

CRM umfasst den Aufbau, die Intensivierung sowie die Sicherung dauerhafter und gewinnbringender K...

Advertising is full of replaceable, boring and weak ads, which neither shape nor increase brand p...

In view of the increasingly intense competition in many markets, the correct application of prici...

Der Aufbau und die Pflege von langfristigen Kundenbeziehungen sind ein zentraler Wettbewerbsfakto...

Advertising is full of replaceable, boring and weak ads, which neither shape nor increase brand p...

In the developed economies, services have now risen to paramount importance. This change has over...