Marketing-Konzeption

German, Jochen Becker, 2018
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Product details

Advantages: The standard work on conceptual marketing focuses on marketing objectives, marketing strategies, and the marketing mix, with analyses and examples from various companies and markets.

About the work: This standard work, which established the conceptual approach in marketing, addresses all decisions along the conceptual chain in three main parts (core modules):

  • Marketing objectives (1st part)
  • Marketing strategies (2nd part)
  • Marketing mix (3rd part)

In doing so, not only are the decisions to be made in each case discussed in detail, but their links and coordination necessities are also presented. Two further parts (additional modules) deal with basic questions of marketing management:

  • Development, realization, and review (4th part)
  • Action-related implementation, including prototypical design of marketing concepts (5th part).

Key specifications

Language
German
topic
Economy & Law
Subtopic
Industries and sectors
Author
Jochen Becker
Number of pages
1100
Book cover
Hard cover
Year
2018
Item number
8869944

General information

Publisher
Vahlen
Category
Reference books
Release date
1.10.2018

Book properties

topic
Economy & Law
Subtopic
Industries and sectors
Language
German
Author
Jochen Becker
Year
2018
Number of pages
1100
Edition
11
Book cover
Hard cover
Year
2018

Voluntary climate contribution

CO₂-Emission
Climate contribution

Product dimensions

Height
240 mm
Width
170 mm
Weight
2184 g

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