Marketing und Marktforschung
Stefan Lubritz
Diese Publikation zitieren
Stefan Lubritz, Marketing und Marktforschung (2010), W. Kohlhammer Verlag, 70565 Stuttgart, ISBN: 9783170294547
Getrackt seit 05/2018
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Beschreibung
Prof. Dr. Lubritz teaches international marketing at the University of Worm and has had many years of experience in marketing and sales.
Beschreibung / Abstract
Not only is marketing a central aspect of enterprises, but a fundamental principle of entrepreneurship in dynamic markets. This means that nearly all members of an enterprise have to deal with marketing. Additionally marketing is inseparably linked to information supply, which has to be made available through market research. This textbook provides the essential knowledge on the forms of market research and decision preparation for marketing as well as the respective operative instruments. It is addressed at students and patricians, who are looking for a quick and pragmatic approach to the field.
Inhaltsverzeichnis
- Deckblatt
- Titelseite
- Impressum
- Inhaltsverzeichnis
- Vorwort
- Einleitung: Was ist Marketing?
- 1. Teil: Strategisches Marketing
- 1 Der Prozess der strategischen Marketingplanung
- 2 Informationsbedarf zur Bestimmung der Marketingstrategie
- 3 Die Strategieebenen des Marketing
- 2. Teil: Operatives Marketing
- 1 Die Rahmenbedingungen der Gestaltung absatzpolitischer Instrumente
- 2 Kommunikationspolitik
- 3 Preis- und Konditionenpolitik
- 4 Produktpolitik
- 5 Distributionspolitik
- 6 Implementierung des Marketing
- Literaturliste
- Stichwortverzeichnis