Trends und Forschung im Marketingmanagement

Peter Kürble; Helena M. Lischka

Published by De Gruyter Oldenbourg 2018

Trends und Forschung im Marketingmanagement

Trends and Research in Marketing Management

Peter Kürble and Helena M. Lischka

In the series De Gruyter Studium

https://doi.org/10.1515/9783110526097

Overview
Contents

About this book

The textbook discusses the most important marketing trends, presenting each trend in the form of case study that is examined using the traditional techniques of market research, thus demonstrating their real-world impact.

Theoretisch fundierte Darstellung der Trends im Marketing.

Praktische Anwendung durch Beispiele.

wissenschaftliche Auseinandersetzung mit praxisrelevanten Themen

Ausführliches Quellenverzeichnis zur weiteren Vertiefung.

Author / Editor information

Peter Kürble und Helena Maria Lischka, FOM Hochschule für Oekonomie & Management

Topics

Frontmatter Publicly Available Download PDF	I
Vorwort Requires Authentication Unlicensed Licensed Download PDF	V
Inhalt Publicly Available Download PDF	IX
Abbildungsverzeichnis Requires Authentication Unlicensed Licensed Download PDF	XIII
Tabellenverzeichnis Requires Authentication Unlicensed Licensed Download PDF	XV
1. Marketingmanagement Peter Kürble and Helena M. Lischka Requires Authentication Unlicensed Licensed Download PDF	1
2. Health-Marketing Peter Kürble and Michael Schütte Requires Authentication Unlicensed Licensed Download PDF	15
3. Digital Privacy – Privatheit im digitalen Kontext Helena M. Lischka and Markus Zechel Requires Authentication Unlicensed Licensed Download PDF	51
4. Sustainable-Marketing Helena M. Lischka Requires Authentication Unlicensed Licensed Download PDF	85
5. Mass Customization Peter Kürble Requires Authentication Unlicensed Licensed Download PDF	115
6. Dynamic Pricing Helena M. Lischka and Maximilian C. Pohst Requires Authentication Unlicensed Licensed Download PDF	143
7. Content-Marketing Peter Kürble Requires Authentication Unlicensed Licensed Download PDF	173
8. Social Media und Influencer-Marketing Peter Kürble and Christian Gondek Requires Authentication Unlicensed Licensed Download PDF	203
9. Touchpoint-Marketing Helena M. Lischka and Yana Schneider Requires Authentication Unlicensed Licensed Download PDF	231
10. Augmented Reality Peter Kürble Requires Authentication Unlicensed Licensed Download PDF	257
Stichwortverzeichnis Requires Authentication Unlicensed Licensed Download PDF	279

(Deutsch)

Language: German
Publisher: De Gruyter Oldenbourg
Audience: Studierende BWL
Pages
- Front matter: 15
- Main content: 280
Illustrations
- Illustrations: 75
- Tables: 13
Keywords: Marketing trends; Market research; Health marketing; Consumer neuroscience; Mass customization

eBook

Published: October 22, 2018
ISBN: 9783110526097

Paperback

Published: October 22, 2018
ISBN: 9783110526141