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008			230308s2023 gw | o |||| 0|eng d
020			_a9783658397173
024	7		_a10.1007/978-3-658-39717-3 _2doi
040			_aES-VaUE _bspa _cES-VaUE _dES-VaUE
050		4	_aHF5410 _b2024 EB
100			_aKreutzer, Ralf T. _eautor _4http://id.loc.gov/vocabulary/relators/aut _9517009
245	1	0	_aPractice-Oriented Marketing : _bBasics - Instruments - Case Studies _cby Ralf T Kreutzer
250			_a1st ed 2023
264		1	_aWiesbaden _c2023 _bSpringer International Publishing
300	0	0	_a1 recurso en línea
336			_atexto _btxt _2rdacontent
337			_aelectrónico _bc _2rdamedia
338			_arecurso electrónico _bcr _2rdacarrier
505	0		_aGeneral principles of marketing -- Marketing planning and marketing research -- Marketing goals -- Marketing strategy -- Marketing instruments -- Development of a cohesive marketing concept -- Marketing controlling -- Marketing organization.
520			_aThis book introduces the fundamentals of marketing and is consistently oriented to the following guiding ideas: Ensuring a consistent transfer of theoretical approaches into practical implementations throughout all chapters. Integration of a variety of examples in order to make marketing directly comprehensible at all times. Clear presentation of goals, strategies, instruments and psychological explanations of marketing. A marketing book that has been consistently developed with and for its target group. The Author Prof. Dr. Ralf T. Kreutzer is Professor of Marketing at the Berlin School of Economics and Law as well as a marketing and management consultant, trainer and coach. He spent 15 years in various management positions at Bertelsmann, Volkswagen and Deutsche Post before being appointed Professor of Marketing in 2005. This book is an adapted translation of the original German 6th edition Praxisorientiertes Marketing by Ralf T. Kreutzer, published by Springer Fachmedien Wiesbaden GmbH, part of Springer Nature, in 2022. The translation was done with the help of artificial intelligence (machine translation by the service DeepL.com). The present version has been revised primarily in terms of content by the author, so that the book will read stylistically differently from a conventional translation.
988			_aSpringer_Business_2023
650		7	_2embne _96518 _aMarketing
856	4	0	_uhttps://go.openathens.net/redirector/universidadeuropea.es?url=https://doi.org/10.1007/978-3-658-39717-3 _zAcceso a este recurso digital (usuarios Universidad Europea de Valencia)
942			_2lcc _cLE
998			_b05/2024 _db _eb _zSI