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Marketing: Grundlagen

Marketing: Grundlagen


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About the Book

Vorwort.- 1. Grundlagen.- 2. Konsumentenverhalten.- 3. Marktsegmentierung.- 4. Marktforschung.- 5. Produktpolitik.- 6. Preispolitik.- 7. Kommunikationspolitik.- 8. Distributionspolitik.- Literatur- und Stichwortverzeichnis.- Über die Autoren.
About the Author:

Marc Oliver Opresnik ist Professor für Marketing und Management sowie Mitglied des Direktoriums beim SGMI Management Institut St. Gallen, eine renommierte international tätige Business School sowie Professor für Allgemeine Betriebswirtschaftslehre an der Luebeck University of Applied Sciences. Darüber hinaus ist er Gastprofessor an internationalen Hochschulen wie der European Business School in London und der East China University of Science and Technology in Shanghai. Dr. Opresnik war zehn Jahre lang erfolgreich im Management eines internationalen Weltkonzerns tätig und ist Autor zahlreicher Artikel und Fachbücher, u. a. des internationalen Marketing-Lehrbuches "Marketing - A Relationship Perspective". Zusammen mit Kevin Keller und Phil Kotler, dem bekanntesten Marketing-Professor der Welt, arbeitet er als Co-Autor an der deutschen Ausgabe von "Marketing Management", der "Bibel des Marketings", welche 2014 erscheinen wird. Darüber hinaus ist er als "Senior Executive Vice President Education" und "Chief Research Officer" bei Kotler Impact Inc., dem global agierendem Unternehmen von Phil Kotler, für die weltweite Entwicklung, Einführung und Durchführung von Studiengängen, Executive Trainings sowie Forschung verantwortlich. Prof. Opresnik arbeitet als Trainer, Keynote-Speaker und Berater für zahlreiche Institutionen, Regierungen und internationale Konzerne. Über 10.000 Menschen haben ihn als Referenten auf Kongressen und Symposien und als Trainer in Seminaren zu Marke

ting, Vertrieb und Verhandlungsführung im In- und Ausland, u. a. in St. Gallen, Berlin, Houston, Moskau, London, Mailand, Dubai und Tokio erlebt und von seinen Impulsen beruflich wie persönlich profitiert.

Carsten Rennhak ist Professor für PR und Marketing an der Universität der Bundeswehr München. Von 2004 bis 2013 lehrte er Marketing an der ESB Reutlingen. Er ist Visiting Professor u.a. an der Zagreb School of Economics and Management,

der SP Jain in Mumbai, der Polytechnical University in St. Petersburg und der Haaga-Helia, Helsinki. Von 2003 bis 2004 war er zudem als Professor für Marketing an der Munich Business School tätig.
Prof. Rennhaks Lehr- und Forschungsschwerpunkte sind u.a. Produkt- und Preispolitik, Unternehmenskommunikation und Kundenbindung. Von 1997 bis 2003 war er als Unternehmensberater und Projektleiter im Bereich Telekommunikation, Medien, High-Tech bei booz & Co tätig. 2001 promovierte Rennhak an der Ludwig-Maximilians-Universität München mit einer Arbeit zur Wirkung vergleichender Werbung. Er besitzt einen M.A in Volkswirtschaftslehre und ist zudem Dipl.-Kfm. Er ist Mitherausgeber mehrerer Fachzeitschriften und fungiert als Gutachter für diverse Journals. Prof. Rennhak ist Autor von etwa 20 Fachbüchern und über 150 wissenschaftlichen Aufsätzen.


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Product Details
  • ISBN-13: 9783662458082
  • Publisher: Springer Berlin Heidelberg
  • Binding: Paperback
  • Language: German
  • Returnable: Y
  • Spine Width: 9 mm
  • Width: 127 mm
  • ISBN-10: 366245808X
  • Publisher Date: 12 Nov 2015
  • Height: 190 mm
  • No of Pages: 158
  • Series Title: Studienwissen Kompakt
  • Weight: 218 gr


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