Marketing Management - Homburg, Christian; Kuester, Sabine; Krohmer, Harley
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Written by one of the leading authorities of marketing in Germany, this important new textbook provides marketing students with a current, up-to-date, well-structured, and comprehensive coverage of marketing management. Marketing Management is intended to target an international audience by including scholarly international research contributing to the field of marketing and by providing examples and insights from markets and companies in Europe, Asia, and the Americas. This text should prove to be of particular relevance for a more practically oriented audience, particularly the European MBA market.…mehr

Produktbeschreibung
Written by one of the leading authorities of marketing in Germany, this important new textbook provides marketing students with a current, up-to-date, well-structured, and comprehensive coverage of marketing management. Marketing Management is intended to target an international audience by including scholarly international research contributing to the field of marketing and by providing examples and insights from markets and companies in Europe, Asia, and the Americas. This text should prove to be of particular relevance for a more practically oriented audience, particularly the European MBA market.
Autorenporträt
Prof. Dr. Christian Homburg ist Inhaber des Lehrstuhls für Allgemeine Betriebswirtschaftslehre und Marketing I und Direktor des Instituts für Marktorientierte Unternehmensführung (IMU) an der Universität Mannheim sowie Vorsitzender des Wissenschaftlichen Beirats von Prof. Homburg & Partner, Mannheim - einer international tätigen Unternehmensberatung.