"No doubt about it, marketing is really changing. Marketing today is: Very strategic-customer-centricity is now a core organizational value. Practiced virtually

For upper-level undergraduate or MBA courses in Marketing Management. The only marketing management text with a strategic framework to take students beyond the

This textbook provides students with comprehensive insights on the classical and contemporary marketing theories and their practical implications. A fourth, rev

No detailed description available for "Management and Marketing / Management und Marketing".

Quantitative marketing has been gaining importance during the last decade. This is indicated by the growing number of model- and method-oriented studies publish