Marketing Besser Verstehen Book by Malte W. Wilkes
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Marketing Besser Verstehen

Marketing Besser Verstehen


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About the Book

Das Marketing ist in den vergangenen J ahren mit immer neuen Uberlegungen befrachtet worden. Die Marketing-Systeme wurden diffiziler. Hinzu kommt, daB wir uns yom quantitativen Marketing hin zum qualitativen Marketing bewegen. Aus diesem Grunde sind Marketing-Grundiiberlegungen der 60er Jahre ganz anders, als es die der 70er Jahre waren. Die der BOer Jahre miissen wiederum ein breiteres Spektrum abdecken. Marketing-Basis-Biicher sind in der Regel von Wissenschaftlern verfaBt worden. Sie haben den Auf trag, dererlei Publikationen zu erstellen. Wissenschaftsorientierte Biicher bieten jedoch fiir den Praktiker zwei grundsatzliche Probleme: (1) Ihre Sprache ist nicht praxisorientiert (2) Ihre Inhalte sind nicht praxisorientiert. In die Publikationsliicke konnen im Prinzip nur Praktiker hineinspringen. Praktiker je- doch haben das Problem, daB sie eine umfassende Basismonographie aus Zeitgriinden nicht erstellen konnen. So gesehen ist: dieses Buch von Konzept zwar nichts Neues, je- doch eine Ausnahme im Bereich der Grundlagenabhandlungen. Es wurde von einem Praktiker geschrieben. Dieser Praktiker war seiber Product-Manager und ist heute als Marketing-und Vnter- nehmensbereater tatig. J edoch auch er hiitte keine Moglichkeit gehabt, ein derartiges Basiswerk zu schreiben. Praktikerbiicher sind in der Regel auf Einzelprobleme abge- stimmt. Grundsatzabhandlungen werden vernachlassigt. Das vorliegende Buch konnte aus mehreren Griinden trotzdem realisiert werden: Zunachst einmal hat der Verfasser bereits viele Einzelabhandlungen zu jedem einzelnen Marketing-Instrument geschrieben. Dieses Buch ist eine iiberarbeitete Zusammenfas- sung und Komprimierung vieler Einzelabhandlungen und daher moglich gewesen. Dieses Buch rsetzt jedoch diese Einzelabhandlungen nicht, da Sie dort zu jedem ein- zelnen Thema in der Regel weitere Aussagen und differenzierte Anwendungsmethoden kennenlernen konnen.


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Product Details
  • ISBN-13: 9783409963114
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Edition: Softcover Reprint of the Origi ed.
  • Language: German
  • Returnable: N
  • Spine Width: 14 mm
  • Weight: 485 gr
  • ISBN-10: 3409963111
  • Publisher Date: 01 Jan 1981
  • Binding: Paperback
  • Height: 244 mm
  • No of Pages: 262
  • Series Title: German
  • Sub Title: Basiswissen Für Praktiker Und Nicht-Spezialisten
  • Width: 170 mm


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