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Marketing: Grundlagen und Praxis: Ein managementorientierter Ansatz
Paperback
Series: Opresnik Management Guides, Book 51
Publisher: Independently Published
Published: Sep 30 2023
Pages: 620
Weight: 1.98
Height: 1.37 Width: 6.00 Depth: 9.00
Language: German
Das Standardwerk des Holistischen Marketing Managements Phil Kotler
Von Domendos.com unter die besten Marketing-Management-Bücher der Welt gewählt
Die vorliegende aktualisierte und erweiterte 5. Auflage dieses von Domendos.com unter die besten Marketingbücher der Welt gewählten Klassikers vermittelt umfassende Grundlagen des Marketings und Strategischen Marketing-Managements. Das Buch bietet einen leicht verständlichen Überblick über die neuesten Entwicklungen einschlie lich Metaverse und KI. Diese Auflage wurde zudem mit aktuellen Unternehmens-Fallstudien angereichert, welche zeigen, wie Tools und Strategien in der Praxis Anwendung finden. Darüber hinaus ist dieses Standardwerk des Holistischen Marketings anhand des Marketing-Management-Prozesses strukturiert, sodass sowohl Studierende als auch Praktiker einen ganzheitlichen Überblick erhalten.
In einem Wort: Einzigartig. In zwei Worten: Ein Meilenstein. In einem Satz: Dieses leicht zu lesende Buch demonstriert durch Fallstudien und Praxisbeispiele sowie die gesamtheitliche Darstellung, warum es schlichtweg das Standardwerk des Holistischen Marketings ist.
Christoph Schweizer, Managing Director, TraveKom GmbH
Dieses wegweisende Buch definiert das Wesen erfolgreichen Marketings neu, indem es den Triple-Bottom-Line-Ansatz mit seiner ganzheitlichen Perspektive meisterhaft integriert. Es ist eine Pflichtlektüre für Studierende und Führungskräfte gleicherma en und das Standardwerk des Holistischen Marketing Managements.
Philip Kotler, S. C. Johnson & Son Distinguished Professor für Internationales Marketing an der Kellogg School of Management der Northwestern University
Die Autoren
Svend Hollensen ist Associate Professor für Internationales Marketing an der University of Southern Denmark. Er ist Autor von weltweit veröffentlichten Lehrbüchern und mehreren Artikeln in renommierten Zeitschriften. Svend Hollensen hat als Berater für mehrere multinationale Unternehmen sowie für globale Organisationen wie die Weltbank gearbeitet.
Marc Opresnik ist u. a. Professor für Marketing an der Technischen Hochschule Lübeck sowie Mitglied des Direktoriums beim SGMI Management Institut St. Gallen und TEDx Speaker. Er ist Chief Research Officer bei Kotler Impact Inc. und globaler Co-Autor von Marketinglegende Philip Kotler. Mit seiner langjährigen internationalen Erfahrung ist Marc Opresnik einer der weltweit renommiertesten Marketing-, Management- und Verhandlungsexperten.
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