Principles of marketing in the digital era: theories - tools - case studies
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Weidenberg
Access Marketing Management
2020
|
| Ausgabe: | 1. Auflage |
| Schriftenreihe: | AccessMM-Reihe Grundlagen
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | 290 Seiten Illustrationen, Diagramme |
| ISBN: | 9783945456224 3945456223 |
Internformat
MARC
| LEADER | 00000nam a22000008c 4500 | ||
|---|---|---|---|
| 001 | BV046915185 | ||
| 003 | DE-604 | ||
| 005 | 20201015 | ||
| 007 | t | ||
| 008 | 200928s2020 gw a||| |||| 00||| eng d | ||
| 015 | |a 20,N39 |2 dnb | ||
| 016 | 7 | |a 1217804218 |2 DE-101 | |
| 020 | |a 9783945456224 |c Festeinband : EUR 79.90 (DE), EUR 82.20 (AT), CHF 89.90 (freier Preis) |9 978-3-945456-22-4 | ||
| 020 | |a 3945456223 |9 3-945456-22-3 | ||
| 024 | 3 | |a 9783945456224 | |
| 035 | |a (OCoLC)1199063053 | ||
| 035 | |a (DE-599)DNB1217804218 | ||
| 040 | |a DE-604 |b ger |e rda | ||
| 041 | 0 | |a eng | |
| 044 | |a gw |c XA-DE-BY | ||
| 049 | |a DE-1051 |a DE-12 |a DE-22 | ||
| 084 | |a 650 |2 sdnb | ||
| 100 | 1 | |a Wengler, Stefan |d 1975- |e Verfasser |0 (DE-588)173863302 |4 aut | |
| 245 | 1 | 0 | |a Principles of marketing in the digital era |b theories - tools - case studies |c Stefan Wengler |
| 250 | |a 1. Auflage | ||
| 264 | 1 | |a Weidenberg |b Access Marketing Management |c 2020 | |
| 300 | |a 290 Seiten |b Illustrationen, Diagramme | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 490 | 0 | |a AccessMM-Reihe Grundlagen | |
| 653 | |a Effectiveness Advantage | ||
| 653 | |a Business-to-Consumer | ||
| 653 | |a Marketing | ||
| 653 | |a Brand Management | ||
| 653 | |a Benefit-Price-Relation | ||
| 653 | |a Value Creation Network | ||
| 653 | |a Value Creation | ||
| 653 | |a Business-to-Business | ||
| 653 | |a Efficiency Advantage | ||
| 653 | |a Digitalisation | ||
| 653 | |a Consumer Behaviour | ||
| 653 | |a Value-for-Money | ||
| 653 | |a Promotion | ||
| 653 | |a Benefit | ||
| 653 | |a Marketing-Mix | ||
| 653 | |a Competition | ||
| 653 | |a Brand | ||
| 653 | |a Competitive Strategy | ||
| 653 | |a Value Chain | ||
| 653 | |a Principles of Marketing | ||
| 653 | |a Willingness-to-Pay | ||
| 653 | |a Sales | ||
| 653 | |a Price | ||
| 653 | |a Product | ||
| 653 | |a Transaction Cost Economics | ||
| 653 | |a Competitive Advantage | ||
| 653 | |a Customer | ||
| 653 | |a Market | ||
| 653 | |a Strategic Business Area | ||
| 653 | |a market-oriented Corporate Management | ||
| 653 | |a Product Management | ||
| 710 | 2 | |a Access Marketing Management e.V. |0 (DE-588)1065493436 |4 pbl | |
| 856 | 4 | 2 | |m DNB Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032324526&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-032324526 | ||
Datensatz im Suchindex
| _version_ | 1804181798569115649 |
|---|---|
| adam_text | TABLE
OF
CONTENTS
FOREWORD
V
TABLE
OF
CONTENTS
IX
LIST
OF
FIGURES
XIII
BASIC
BUILDING
BLOCKS
XVII
LIST
OF
ABBREVIATIONS
XIX
1
BASIC
CONSIDERATIONS
ON
MARKETING
.....................................................................
I
1.1
BENEFITS
3
1.1.1
METHODOLOGICAL
INDIVIDUALISM
3
1.1.2
SOURCES
OF
BENEFITS
7
1.1.3
RELATIVITY OF
THE
BENEFIT
8
1.2
TRANSACTION
10
1.2.1
ORIGIN
OF
A
TRANSACTION
10
1.2.2
TRANSACTION
COSTS
11
1.2.3
FRAMEWORK
OF
THE
TRANSACTION
12
1.2.4
ALTERNATIVE
ORGANISATIONAL
STRUCTURES
14
1.2.5
EFFECTS
OF
DIGITALISATION
ON
ORGANISATIONAL
STRUCTURES
17
1.3
THE
ROLE
OF
MARKETING
18
1.3.1
MARKETING
DIRECTIONS
AND
OBJECTIVES
19
1.3.2
EFFECTS
OF
DIGITALISATION
ON
MARKETING
22
1.4
COMPETITIVE
ADVANTAGE
24
1.4.1
EFFECTIVENESS
ADVANTAGE
25
1.4.2
EFFICIENCY
ADVANTAGE
29
1.4.3
COMPOSITION
OF
THE
COMPETITIVE
ADVANTAGE
31
1.4.4
HOW
COMPETITIVE
ADVANTAGES
WORK
33
1.4.5
IMPACT
OF
DIGITALISATION
ON
THE
ACHIEVEMENT
OF
COMPETITIVE
ADVANTAGES
35
1.5
QUESTIONS
ABOUT
THE
CHAPTER
36
2
VALUE
CREATION
...........................................
37
2.1
PARAMETERS
FOR
VALUE
CREATION
38
2.1.1
MARKET
ECONOMY AS
AN
ECONOMIC
ORDER
38
2.1.2
FROM
PRODUCTION
ORIENTATION
TO
MARKETING
ORIENTATION
43
2.1.3
EFFECTS
OF
DIGITALISATION
ON
THE
PARAMETERS
FOR
VALUE
CREATION
47
2.2
VALUE
CREATION
STRUCTURE
IN
COMPANIES
48
2.2.1
COMPANY
STRUCTURE
48
IX
2.2.2
PROCESS
ORGANISATION
....................................................................................................
51
2.2.3
DEVELOPMENT
TOWARDS
A
CUSTOMER-ORIENTED
COMPANY
ORGANISATION
......................
55
2.3
VALUE
CREATION
NETWORKS
.............................................................................................
58
2.4
QUESTIONS
ABOUT
THE
CHAPTER
.........................................................................................
60
3
MARKET............................................................................................................................
61
3.1
CHARACTERISATION
OF
MARKETS
..........................................................................................
61
3.2
MARKET
DYNAMICS
-
THE
MARKET
AS
A
PROCESS
..............................................................
63
3.3
DEFINITION
OF
BUSINESS-TO-BUSINESS
MARKETS
&
BUSINESS-TO-CONSUMER
MARKETS
.....
64
3.4
KEY
PERFORMANCE
INDICATORS
FOR
DESCRIBING
MARKETS
..................................................
72
3.5
QUESTIONS
ABOUT
THE
CHAPTER
.........................................................................................
78
4
MARKET
RESEARCH
...........................................................................................................
79
4.1
BENEFITS
AND
CHALLENGES
OF
MARKET
RESEARCH
...............................................................
80
4.2
PRINCIPLES
OF
MARKET
RESEARCH
......................................................................................
83
4.2.1
PRIMARY
VS.
SECONDARY
MARKET
RESEARCH
.....................................................................
83
4.2.2
QUALITATIVE
VS.
QUANTITATIVE
MARKET
RESEARCH
............................................................
84
4.2.3
QUALITY
CRITERIA
IN
MARKET
RESEARCH
............................................................................
84
4.3
SELECTED
METHODS
OF
MARKET
RESEARCH
.........................................................................
86
4.3.1
QUALITATIVE
METHODS
.....................................................................................................
87
4.3.2
QUANTITATIVE
METHODS
...................................................................................................
89
4.3.3
SURVEY
TYPES
&
THEIR
SIGNIFICANCE
...............................................................................
92
4.3.4
THE
MARKET
RESEARCH
PROCESS
.......................................................................................
94
4.4
QUESTIONS
ABOUT
THE
CHAPTER
.........................................................................................
99
5
BUYING
BEHAVIOUR
.......................................................................................................
100
5.1
CONSUMER
BUYING
BEHAVIOUR
......................................................................................
100
5.1.1
BUYING
PROCESS
OF
THE
CONSUMER
...............................................................................
101
5.1.2
INDIVIDUAL
CIRCUMSTANCES
OF
THE
BUYING
PROCESS
......................................................
111
5.1.3
EXTERNAL
FACTORS
INFLUENCING
CONSUMER
BEHAVIOUR
..................................................
113
5.2
ORGANISATIONAL
BUYING
BEHAVIOUR
...............................................................................
114
5.2.1
THE
ORGANISATIONAL
BUYING
BEHAVIOUR
PROCESS
.........................................................
114
5.2.2
BUYING-CENTRE
&
SELLING-CENTRE
................................................................................
117
5.3
QUESTIONS
ABOUT
THE
CHAPTER
........................................................................................
121
6
PRINCIPLES
OF
STRATEGY
................................................................................................
122
6.1
STRATEGY
AS
A
WAY
OF
THINKING
...................................................................................
122
6.2
STRATEGIC
LEVELS
OF
A
COMPANY
...................................................................................
125
6.3
MARKET-ORIENTED
CORPORATE
MANAGEMENT
.................................................................
127
6.3.1
IDENTIFICATION
OF
RELEVANT
MARKETS
.............................................................................
127
6.3.2
SELECTION
OF
RELEVANT
MARKETS
....................................................................................
129
X
6.3.3
TIME
DIMENSION
OF
MARKET-ORIENTED
CORPORATE
MANAGEMENT
................................
138
6.4
FROM
MARKET-ORIENTED
MANAGEMENT
TO
MARKETING
MIX
..........................................
143
6.5
QUESTIONS
ABOUT
THE
CHAPTER
.......................................................................................
151
7
MARKETING
MIX
...........................................................................................................
152
7.1
PRODUCT
&
PRODUCT
MANAGEMENT
................................................................................
152
7.1.1
PRODUCT
CONCEPT
.........................................................................................................
153
7.1.2
PRODUCT
MANAGEMENT
.................................................................................................
159
7.2
PRODUCT
DEVELOPMENT
.................................................................................................
166
7.2.1
RELEVANCE
OF
AND
CHALLENGES
FOR
PRODUCT
DEVELOPMENT
.........................................
166
7.2.2
PRODUCT
DEVELOPMENT
PROCESS
...................................................................................
168
7.2.3
DIFFUSION,
ADPOTION
&
CUSTOMER
ACCEPTANCE
...........................................................
172
7.3
BRAND
&
BRAND
MANAGEMENT
......................................................................................
176
7.3.1
BRAND
............................................................................................................................
176
7.3.2
BRAND
MANAGEMENT
....................................................................................................
179
7.4
PROMOTION
....................................................................................................................
188
7.4.1
BASIC
PRINCIPLES
OF
PROMOTION
......................................................................................
188
7.4.2
PROMOTION
INSTRUMENTS
...............................................................................................
191
7.4.3
ADVERTISING
EFFECT
&
ADVERTISING
PLANNING
...............................................................
196
7.5
SALES
.............................................................................................................................
202
7.5.1
DIRECT
SALES
..................................................................................................................
202
7.5.2
INDIRECT
SALES
...............................................................................................................
206
7.5.3
DESIGNING
THE
DISTRIBUTION
SYSTEM
............................................................................
211
7.6
PRICE
.............................................................................................................................
218
7.6.1
PRINCIPLES
OF
PRICING
AND
WILLINGNESS-TO-PAY
............................................................
218
7.6.2
PRICE-SALES
FUNCTION
&
PRICE
ELASTICITY
.......................................................................
224
7.6.3
PRICE
DETERMINATION
....................................................................................................
231
7.6.4
PRICING
STRATEGIES
........................................................................................................
234
7.6.5
PRICING
TERMS
AND
CONDITIONS
...................................................................................
239
7.7
IMPLEMENTATION
OF
THE
MARKETING
MIX
.......................................................................
242
7.7.1
CHALLENGES
IN
THE
DEVELOPMENT
OF
A
MARKETING
MIX
...............................................
242
7.7.2
FROM
POSITIONING
TO
THE
IMPLEMENTATION
OF
THE
MARKETING
MIX
..............................
243
7.7.3
BASIC
FEATURES
OF
MARKETING
CONTROLLING
...................................................................
248
7.8
QUESTIONS
ABOUT
THE
CHAPTER
.......................................................................................
253
8
CHALLENGES
FOR
MARKETING
IN
THE
DIGITAL
ERA
..........................................................
257
9
BIBLIOGRAPHY
...............................................................................................................
259
10
KEYWORD
INDEX
...........................................................................................................
264
XI
|
| adam_txt |
TABLE
OF
CONTENTS
FOREWORD
V
TABLE
OF
CONTENTS
IX
LIST
OF
FIGURES
XIII
BASIC
BUILDING
BLOCKS
XVII
LIST
OF
ABBREVIATIONS
XIX
1
BASIC
CONSIDERATIONS
ON
MARKETING
.
I
1.1
BENEFITS
3
1.1.1
METHODOLOGICAL
INDIVIDUALISM
3
1.1.2
SOURCES
OF
BENEFITS
7
1.1.3
RELATIVITY OF
THE
BENEFIT
8
1.2
TRANSACTION
10
1.2.1
ORIGIN
OF
A
TRANSACTION
10
1.2.2
TRANSACTION
COSTS
11
1.2.3
FRAMEWORK
OF
THE
TRANSACTION
12
1.2.4
ALTERNATIVE
ORGANISATIONAL
STRUCTURES
14
1.2.5
EFFECTS
OF
DIGITALISATION
ON
ORGANISATIONAL
STRUCTURES
17
1.3
THE
ROLE
OF
MARKETING
18
1.3.1
MARKETING
DIRECTIONS
AND
OBJECTIVES
19
1.3.2
EFFECTS
OF
DIGITALISATION
ON
MARKETING
22
1.4
COMPETITIVE
ADVANTAGE
24
1.4.1
EFFECTIVENESS
ADVANTAGE
25
1.4.2
EFFICIENCY
ADVANTAGE
29
1.4.3
COMPOSITION
OF
THE
COMPETITIVE
ADVANTAGE
31
1.4.4
HOW
COMPETITIVE
ADVANTAGES
WORK
33
1.4.5
IMPACT
OF
DIGITALISATION
ON
THE
ACHIEVEMENT
OF
COMPETITIVE
ADVANTAGES
35
1.5
QUESTIONS
ABOUT
THE
CHAPTER
36
2
VALUE
CREATION
.
37
2.1
PARAMETERS
FOR
VALUE
CREATION
38
2.1.1
MARKET
ECONOMY AS
AN
ECONOMIC
ORDER
38
2.1.2
FROM
PRODUCTION
ORIENTATION
TO
MARKETING
ORIENTATION
43
2.1.3
EFFECTS
OF
DIGITALISATION
ON
THE
PARAMETERS
FOR
VALUE
CREATION
47
2.2
VALUE
CREATION
STRUCTURE
IN
COMPANIES
48
2.2.1
COMPANY
STRUCTURE
48
IX
2.2.2
PROCESS
ORGANISATION
.
51
2.2.3
DEVELOPMENT
TOWARDS
A
CUSTOMER-ORIENTED
COMPANY
ORGANISATION
.
55
2.3
VALUE
CREATION
NETWORKS
.
58
2.4
QUESTIONS
ABOUT
THE
CHAPTER
.
60
3
MARKET.
61
3.1
CHARACTERISATION
OF
MARKETS
.
61
3.2
MARKET
DYNAMICS
-
THE
MARKET
AS
A
PROCESS
.
63
3.3
DEFINITION
OF
BUSINESS-TO-BUSINESS
MARKETS
&
BUSINESS-TO-CONSUMER
MARKETS
.
64
3.4
KEY
PERFORMANCE
INDICATORS
FOR
DESCRIBING
MARKETS
.
72
3.5
QUESTIONS
ABOUT
THE
CHAPTER
.
78
4
MARKET
RESEARCH
.
79
4.1
BENEFITS
AND
CHALLENGES
OF
MARKET
RESEARCH
.
80
4.2
PRINCIPLES
OF
MARKET
RESEARCH
.
83
4.2.1
PRIMARY
VS.
SECONDARY
MARKET
RESEARCH
.
83
4.2.2
QUALITATIVE
VS.
QUANTITATIVE
MARKET
RESEARCH
.
84
4.2.3
QUALITY
CRITERIA
IN
MARKET
RESEARCH
.
84
4.3
SELECTED
METHODS
OF
MARKET
RESEARCH
.
86
4.3.1
QUALITATIVE
METHODS
.
87
4.3.2
QUANTITATIVE
METHODS
.
89
4.3.3
SURVEY
TYPES
&
THEIR
SIGNIFICANCE
.
92
4.3.4
THE
MARKET
RESEARCH
PROCESS
.
94
4.4
QUESTIONS
ABOUT
THE
CHAPTER
.
99
5
BUYING
BEHAVIOUR
.
100
5.1
CONSUMER
BUYING
BEHAVIOUR
.
100
5.1.1
BUYING
PROCESS
OF
THE
CONSUMER
.
101
5.1.2
INDIVIDUAL
CIRCUMSTANCES
OF
THE
BUYING
PROCESS
.
111
5.1.3
EXTERNAL
FACTORS
INFLUENCING
CONSUMER
BEHAVIOUR
.
113
5.2
ORGANISATIONAL
BUYING
BEHAVIOUR
.
114
5.2.1
THE
ORGANISATIONAL
BUYING
BEHAVIOUR
PROCESS
.
114
5.2.2
BUYING-CENTRE
&
SELLING-CENTRE
.
117
5.3
QUESTIONS
ABOUT
THE
CHAPTER
.
121
6
PRINCIPLES
OF
STRATEGY
.
122
6.1
STRATEGY
AS
A
WAY
OF
THINKING
.
122
6.2
STRATEGIC
LEVELS
OF
A
COMPANY
.
125
6.3
MARKET-ORIENTED
CORPORATE
MANAGEMENT
.
127
6.3.1
IDENTIFICATION
OF
RELEVANT
MARKETS
.
127
6.3.2
SELECTION
OF
RELEVANT
MARKETS
.
129
X
6.3.3
TIME
DIMENSION
OF
MARKET-ORIENTED
CORPORATE
MANAGEMENT
.
138
6.4
FROM
MARKET-ORIENTED
MANAGEMENT
TO
MARKETING
MIX
.
143
6.5
QUESTIONS
ABOUT
THE
CHAPTER
.
151
7
MARKETING
MIX
.
152
7.1
PRODUCT
&
PRODUCT
MANAGEMENT
.
152
7.1.1
PRODUCT
CONCEPT
.
153
7.1.2
PRODUCT
MANAGEMENT
.
159
7.2
PRODUCT
DEVELOPMENT
.
166
7.2.1
RELEVANCE
OF
AND
CHALLENGES
FOR
PRODUCT
DEVELOPMENT
.
166
7.2.2
PRODUCT
DEVELOPMENT
PROCESS
.
168
7.2.3
DIFFUSION,
ADPOTION
&
CUSTOMER
ACCEPTANCE
.
172
7.3
BRAND
&
BRAND
MANAGEMENT
.
176
7.3.1
BRAND
.
176
7.3.2
BRAND
MANAGEMENT
.
179
7.4
PROMOTION
.
188
7.4.1
BASIC
PRINCIPLES
OF
PROMOTION
.
188
7.4.2
PROMOTION
INSTRUMENTS
.
191
7.4.3
ADVERTISING
EFFECT
&
ADVERTISING
PLANNING
.
196
7.5
SALES
.
202
7.5.1
DIRECT
SALES
.
202
7.5.2
INDIRECT
SALES
.
206
7.5.3
DESIGNING
THE
DISTRIBUTION
SYSTEM
.
211
7.6
PRICE
.
218
7.6.1
PRINCIPLES
OF
PRICING
AND
WILLINGNESS-TO-PAY
.
218
7.6.2
PRICE-SALES
FUNCTION
&
PRICE
ELASTICITY
.
224
7.6.3
PRICE
DETERMINATION
.
231
7.6.4
PRICING
STRATEGIES
.
234
7.6.5
PRICING
TERMS
AND
CONDITIONS
.
239
7.7
IMPLEMENTATION
OF
THE
MARKETING
MIX
.
242
7.7.1
CHALLENGES
IN
THE
DEVELOPMENT
OF
A
MARKETING
MIX
.
242
7.7.2
FROM
POSITIONING
TO
THE
IMPLEMENTATION
OF
THE
MARKETING
MIX
.
243
7.7.3
BASIC
FEATURES
OF
MARKETING
CONTROLLING
.
248
7.8
QUESTIONS
ABOUT
THE
CHAPTER
.
253
8
CHALLENGES
FOR
MARKETING
IN
THE
DIGITAL
ERA
.
257
9
BIBLIOGRAPHY
.
259
10
KEYWORD
INDEX
.
264
XI |
| any_adam_object | 1 |
| any_adam_object_boolean | 1 |
| author | Wengler, Stefan 1975- |
| author_GND | (DE-588)173863302 |
| author_facet | Wengler, Stefan 1975- |
| author_role | aut |
| author_sort | Wengler, Stefan 1975- |
| author_variant | s w sw |
| building | Verbundindex |
| bvnumber | BV046915185 |
| ctrlnum | (OCoLC)1199063053 (DE-599)DNB1217804218 |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | 1. Auflage |
| format | Book |
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| id | DE-604.BV046915185 |
| illustrated | Illustrated |
| index_date | 2024-07-03T15:29:25Z |
| indexdate | 2024-07-10T08:57:23Z |
| institution | BVB |
| institution_GND | (DE-588)1065493436 |
| isbn | 9783945456224 3945456223 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-032324526 |
| oclc_num | 1199063053 |
| open_access_boolean | |
| owner | DE-1051 DE-12 DE-22 DE-BY-UBG |
| owner_facet | DE-1051 DE-12 DE-22 DE-BY-UBG |
| physical | 290 Seiten Illustrationen, Diagramme |
| publishDate | 2020 |
| publishDateSearch | 2020 |
| publishDateSort | 2020 |
| publisher | Access Marketing Management |
| record_format | marc |
| series2 | AccessMM-Reihe Grundlagen |
| spelling | Wengler, Stefan 1975- Verfasser (DE-588)173863302 aut Principles of marketing in the digital era theories - tools - case studies Stefan Wengler 1. Auflage Weidenberg Access Marketing Management 2020 290 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier AccessMM-Reihe Grundlagen Effectiveness Advantage Business-to-Consumer Marketing Brand Management Benefit-Price-Relation Value Creation Network Value Creation Business-to-Business Efficiency Advantage Digitalisation Consumer Behaviour Value-for-Money Promotion Benefit Marketing-Mix Competition Brand Competitive Strategy Value Chain Principles of Marketing Willingness-to-Pay Sales Price Product Transaction Cost Economics Competitive Advantage Customer Market Strategic Business Area market-oriented Corporate Management Product Management Access Marketing Management e.V. (DE-588)1065493436 pbl DNB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032324526&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Wengler, Stefan 1975- Principles of marketing in the digital era theories - tools - case studies |
| title | Principles of marketing in the digital era theories - tools - case studies |
| title_auth | Principles of marketing in the digital era theories - tools - case studies |
| title_exact_search | Principles of marketing in the digital era theories - tools - case studies |
| title_exact_search_txtP | Principles of marketing in the digital era theories - tools - case studies |
| title_full | Principles of marketing in the digital era theories - tools - case studies Stefan Wengler |
| title_fullStr | Principles of marketing in the digital era theories - tools - case studies Stefan Wengler |
| title_full_unstemmed | Principles of marketing in the digital era theories - tools - case studies Stefan Wengler |
| title_short | Principles of marketing in the digital era |
| title_sort | principles of marketing in the digital era theories tools case studies |
| title_sub | theories - tools - case studies |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032324526&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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