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Marketing Im Wandel

Marketing Im Wandel

          
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About the Book

Der vorliegende Sammelband ist eine Dokumentation der Vorträge und Diskussi- onen eines Marketing-Symposiums, das am 20. Oktober 1979 anläßlich des 10-jähri- gen Bestehens des Instituts für Marketing an der Westfälischen Wilhelms-Universität in Münster durchgeführt wurde. Das Marketing-Symposium stand unter dem General- thema "Marketing in den 80er Jahren" und sollte eine kritische Bestandsaufnahme der Entwicklung des Marketing in Theorie und Praxis vornehmen, die Perspektiven im neuen Jahrzehnt aufzeigen und zur Lokalisierung offener Probleme der marktorien- tierten Unternehmensführung sowie zum Auffinden von Lösungsansätzen beitragen. Das Marketing-Symposium stand unter der Leitidee eines Brückenschlages. Dies galt einmal zu den ehemaligen Studenten, die kritische Erfahrungsberichte und wert- volle Anregungen für die Gestaltung der Lehre geben können. Bei den mehr als 750 Teilnehmern des Marketing-Symposiums waren die ehemaligen Studenten in großer Anzahl vertreten. Zum anderen betrifft die Idee des Brückenschlages den Dialog zwi- schen der Marketingpraxis und der Forschung. Die Marketingwissenschaft ist als eine an Echtzeitproblemen orientierte Wissenschaft in besonderem Maße durch forschungs- bezogenen Input und durch Hinweise auf ungelöste Probleme auf die Praxis angewie- sen. In der Bundesrepublik befassen sich z. Zt. über 50 Lehrstühle - geprägt durch un- terschiedliche Schwerpunkte und Methoden - mit der Frage, wie Märkte gefördert und beeinflußt werden können. Die untersuchten Fragestellungen reichen vom klassi- schen Markenartikel über Problemstellungen aus dem Dienstleistungs-und Investitions- güterbereich bis in den nicht-kommeniellen Bereich, wie etwa die Vermarktung kultureller Einrichtungen oder die Beeinflussung von Verkehrsteilnehmern.


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Product Details
  • ISBN-13: 9783409351812
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Edition: 1980 ed.
  • Language: German
  • Returnable: N
  • Spine Width: 15 mm
  • Width: 170 mm
  • ISBN-10: 3409351817
  • Publisher Date: 01 Jan 1980
  • Binding: Paperback
  • Height: 244 mm
  • No of Pages: 256
  • Series Title: Schriftenreihe Unternehmensführung Und Marketing
  • Weight: 445 gr


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