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Computergestütztes Marketing

Computergestütztes Marketing

          
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About the Book

Das vorliegende Buch ist aus Vorlesungen entstanden, die im Rahmen der Marketing-Ausbildung an der Universitat Karlsruhe gehalten wurden. Zusatz- lich zu dem in diesem Buch behandelten Stoff iiber Computergestiitztes Marketing umfaBt das Lehrprogramm fiir diesen Teilbereich des Marketing an der Universitat Karlsruhe z. B. Rechnerpraktika, in denen der Umgang mit auf unterschiedlichen Computern implementierten Entscheidungsunterstiit- zungswerkzeugen fiir das Marketing geiibt werden kann (hierzu entsteht momen- tan ein Buch mit Diskette, das eine Briickenfun: ktion zwischen den Einsatzmoglich- keiten von quantitativen Ansatzen und Modellen und ihrer Umsetzung auf dem Computer erfiillen solI), sowie Vorlesungen, Ubungen und Seminare, in denen an- dere Einzelbereiche des Marketing, wie z. B. Internationales Marketing oder Konsumentenverhalten oder Marketing-Planung oder Marktforschung vertieft werden konnen. Dabei wird immer auch Wert darauf gelegt, daB auch das fiir die Modellbildung und Methodenanwendung im Marketing benotigte Hin- tergrundwissen beherrscht wird. Angesichts der stoffiichen Fiille und Viel£alt der heute moglichen Marketing- Ausbildung wendet sich das vorliegende Buch einerseits an Dozenten und Stu- denten, die sich im Rahmen des Lehrprogramms ihrer Hochschule mit Fra- gestellungen der computergestiitzten Entscheidungsunterstiitzung im Marketing beschaftigen wollen, sowie andererseits an den interessierten "Marketing-Ma- nager aus der Praxis", der sich einen aktuellen Uberblick iiber historische Entwicklungen, den augenblicklichen Stand und Zukunftsperspektiven des com- putergestiitzten Marketing verschaffen will. Die Gliederung des Buches ist so angelegt, daB sie einen raschen Einstieg in den dargebotenen Stoff auch bei unterschiedlichen Zielsetzungen von potentiellen Le- sem erleichtert.


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Product Details
  • ISBN-13: 9783540523109
  • Publisher: Springer
  • Publisher Imprint: Springer
  • Edition: Softcover Reprint of the Origi ed.
  • Language: German
  • Returnable: Y
  • Spine Width: 21 mm
  • Width: 170 mm
  • ISBN-10: 3540523103
  • Publisher Date: 31 Jan 1990
  • Binding: Paperback
  • Height: 244 mm
  • No of Pages: 392
  • Series Title: German
  • Weight: 652 gr


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