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Marius Ludicke documents and explains the largely abandoned scholarly ambition to develop a general theory of marketing. Drawing on Luhmannian social systems theory the author proposes a fundamentally different comprehensive concept of marketing that fulfills foundational scholarly and managerial requirements in an unprecedented way.
- Illustratör: 8 Abb
- Format: Pocket/Paperback
- ISBN: 9783835003040
- Språk: Tyska
- Antal sidor: 191
- Utgivningsdatum: 2006-04-01
- Förlag: Deutscher Universitats-Verlag