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Alfred Ku
Marketing-Theorie [PDF ebook]
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Copertina di Alfred Ku: Marketing-Theorie (PDF)

Im Mittelpunkt des Buches stehen wissenschaftstheoretische und methodologische Grundfragen der Marketingwissenschaft. Daneben stellt Alfred Kuß Wesen und internationale Entwicklung des Forschungsgebietes Marketing dar und gibt einen kurzen Überblick über wichtige Schwerpunkte der Marketingforschung.
Das Buch bietet eine knappe und leicht verständliche Darstellung der einzelnen Teilgebiete und hilft, den Einstieg in den Bereich der Marketing-Theorie sowie den Zugang zur entsprechenden internationalen Literatur zu finden.
In der 2. Auflage wurden alle Kapitel überarbeitet und um neue Entwicklungen, wie z.B. ‘Qualitative Methoden bei der Theoriebildung’, ‘Wissenschaftlicher Realismus und empirische Forschungsmethoden’, ‘Service Dominant Logic’ und ‘Gender-Aspekte im Marketing’, erweitert.

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Lingua Tedesco ● Formato PDF ● ISBN 9783834966957 ● Casa editrice Gabler Verlag ● Pubblicato 2011 ● Scaricabile 3 volte ● Moneta EUR ● ID 6363662 ● Protezione dalla copia Adobe DRM

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