Overview
- Überblick über die Grundlagen und das Management Moderner Marketing-Kommunikation
- Berücksichtigung neuer Kommunikationsdisziplinen: Utility Marketing, Guerilla Marketing, Word-of-Mouth-Marketing
- Für die 2. Auflage umfassend aktualisiert
- Includes supplementary material: sn.pub/extras
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Table of contents (3 chapters)
About this book
Authors and Affiliations
About the author
Bibliographic Information
Book Title: Moderne Marketing-Kommunikation
Book Subtitle: System - Prozess - Management
Authors: Jörg Tropp
DOI: https://doi.org/10.1007/978-3-531-19913-9
Publisher: VS Verlag für Sozialwissenschaften Wiesbaden
eBook Packages: Humanities, Social Science (German Language)
Copyright Information: Springer Fachmedien Wiesbaden 2014
eBook ISBN: 978-3-531-19913-9Published: 31 January 2014
Edition Number: 2
Number of Pages: XXVIII, 782
Number of Illustrations: 283 b/w illustrations
Topics: Communication Studies, Marketing