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Download E-books Innovationen im sektoralen Marketing: Festschrift zum 60. Geburtstag von Fritz Scheuch (German Edition) PDF

Das sektorale advertising berührt auf zentrale Weise das Verhältnis von Marketingwissenschaft und Praxis. Die Autoren zeigen in ihren Beiträgen auf, dass das sektorale advertising and marketing zum einen eine wesentliche Transferaufgabe bei der Erschließung von "Marketing-Neuland" leistet, zum anderen mit der sektorspezifischen Forschung im Konsumgüter-, Dienstleistungs-, Investitionsgüter-, Handels-, Nonprofitbereich und internationalen advertising wichtige Erkenntnisse zur allgemeinen Marketingtheorie beisteuert. In diesem Buch wird erstmals eine Bestandsaufnahme der Forschung im sektoralen advertising vorgenommen und seine beträchtliche Bedeutung für den wissenschaftlichen Fortschritt im advertising dokumentiert.

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