Marketing - Management
Marketing - Management
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Das Erganzungsheft der ZfB enthalt Beitrage zum Marketing in der Praxis mit den Schwerpunkten Direktmarketing, Consumer Equitiy und Globalisierung sowie Beitrage zur Marketingtheorie im Wandel der Forschung. Eine solche Theorie soll Orientierung bieten und sich mit den neuen Phanomenen und Herausforderungen auf den Markten beschaftigen wie beispielsweise verandertes Kundenverhalten, neue Bedurfnisse der Kunden, verstarkte Individualisierung sowie Veranderungen im Reputations-Controlling.
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