Zum Verhältnis Von Theorie Und Praxis Im Marketing Aus Historischer Perspektive
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Zum Verhältnis Von Theorie Und Praxis Im Marketing Aus Historischer Perspektive

Zum Verhältnis Von Theorie Und Praxis Im Marketing Aus Historischer Perspektive


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About the Book

Die Marketingdisziplin hat seit jeher den Anspruch, eine "anwendungsorientierte" Wissenschaft zu sein. Diese Studie stellt den ersten Beitrag dar, der die deutschsprachige Marketingtheorie danach untersucht, inwieweit sie praxisrelevantes Wissen enthält. Sie hat außerdem erstmalig die praktische Anwendung dieses Wissens am Beispiel der Dortmunder Brauindustrie zwischen 1950 und 1990 überprüft. Fazit der Studie: Die Marketingtheorie hat sich von einer "verstehenden" zu einer "operationalen" Theorie und einer praktisch-normativen Managementlehre entwickelt. Ihre handlungsorientierten Aussagen können das Management in den Unternehmen bei seinen marketingpolitischen Entscheidungen ganz wesentlich unterstützen. In der empirischen Untersuchung konnte belegt werden, dass viele handlungsrelevante Erkenntnisse der Marketingdisziplin in der Dortmunder Brauindustrie angewendet worden sind bis hin zu strategischen Konzepten. Unternehmensberater, Werbeagenturen und Marktforschungsinstitute waren dabei wichtige "Transformatoren".
About the Author: Dipl.-Ök. Dr. Herbert Fechtner hat nach Studium und mehrjähriger Forschungstätigkeit jahrzehntelange Erfahrungen als Leiter der Marktforschung in Unternehmen der Energiewirtschaft, des Verlagswesens und im Finanzdienstleistungssektor sammeln können. Er promovierte im Jahre 2022 bei Prof. Dr. Ulrich Pfister, Lehrstuhl für Sozial- und Wirtschaftsgeschichte an der Westfälischen Wilhelms-Universität Münster.


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Product Details
  • ISBN-13: 9783658410322
  • Publisher: Springer Fachmedien Wiesbaden
  • Publisher Imprint: Springer Gabler
  • Height: 210 mm
  • No of Pages: 790
  • Spine Width: 40 mm
  • Weight: 992 gr
  • ISBN-10: 3658410329
  • Publisher Date: 07 Jun 2023
  • Binding: Paperback
  • Language: German
  • Returnable: Y
  • Sub Title: Eine Theoretisch-Empirische Untersuchung Am Beispiel Der Dortmunder Brauindustrie Im Zeitraum Von 1950 Bis 1990
  • Width: 148 mm


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Zum Verhältnis Von Theorie Und Praxis Im Marketing Aus Historischer Perspektive
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