eBook - PDF
Marketing
About this book
Das Lehrwerk ermƶglicht es Studenten der Wirtschaftswissenschaften, aber auch Berufspraktikern, sich einen systematischen Ćberblick Ć¼ber die wichtigsten Elemente und grundlegenden ZusammenhƤnge des Marketing in kompakter Form zu verschaffen.
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Yes, you can access Marketing by Christoph Braunschweig in PDF and/or ePUB format, as well as other popular books in Business & Management. We have over one million books available in our catalogue for you to explore.
Information
Table of contents
- Vorwort
- Inhaltsverzeichnis
- Abbildungsverzeichnis
- AbkĆ¼rzungsverzeichnis
- Ā§ 1 Grundlagen des Marketing
- A. Der Begriff Marketing
- B. Marketing und marktorientierte Unternehmensfiihrung
- C. MƤrkte und GĆ¼ter
- Ā§ 2 Aufgabenbereiche einer marktorientierten Unternehmensfuhrung (Marketing-Management)
- A. Marketing-Planung
- B. Marketing-Kontrolle
- C. Marketing-Assessment
- D. Marketing-Organisation
- Ā§ 3 Marktforschung
- A. Die Bedeutung von Informationen im Marketing-EntscheidungsprozeĆ
- B. Der Ablauf eines Marktforschungsprozesses
- C. ProblemabhƤngige Formulierung des Untersuchungsdesigns
- D. Definition und Auswahl der Untersuchungseinheiten
- E. Operationalisierung und Messung
- F. Methoden der Datenerhebung
- G. Techniken der Datenanalyse
- H. Prognoseverfahren
- Ā§ 4 Das Marketing-Mix
- A. Der Grundgedanke des Marketing-Mix
- B. Produktpolitik
- C. Kommunikationspolitik
- D. Kontrahierungspolitik
- E. Distributionspolitik
- F. Literaturempfehlungen