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Marketing thinking ahead

This book puts the role of marketing to the test and thinks it ahead. Structures, processes and instruments have to be adapted to the continuously changing environmental conditions. The knowledge value of established theories and concepts must be critically questioned in view of disruptive changes. However, one thing remains: The acquisition and retention of customers is decisive for the sustainable success of the company.

Renowned personalities from marketing science and corporate management dedicate themselves to the future challenges of marketing and describe - based on Heribert Meffert's basic understanding of market-oriented corporate management - future paths for the marketing discipline and give it new impulses.

In the 2nd, completely revised and expanded edition, numerous new authors bring their expertise as well as a multitude of new, innovative and creative perspectives on the topics of marketing concepts, customer orientation, digitization, brand management and marketing responsibility. Many authors have combined thinking ahead with “thinking deeper”.

The content

  • Marketing concepts thinking ahead
  • Marketing strategies thinking ahead
  • Thinking ahead with customer relationships
  • Marketing digital thinking ahead
  • Marketing organization thinking ahead
  • Brand management thinking ahead
  • Marketing responsibility Thinking ahead

The publishers

Prof. Dr. Dr. h.c. mult. Manfred Bruhn is Professor of Business Administration, in particular Marketing and Management, at the Faculty of Economics at the University of Basel and Honorary Professor at the Technical University of Munich.

Prof. Dr. Christoph Burmann is director of the markstones Institute of Marketing, Branding & Technology at the University of Bremen and heads the working group for innovative brand management there.

Prof. Dr. Manfred Kirchgeorg holds the Deutsche Post Chair for Marketing, in particular E-Commerce and Cross-Media Management, at the HHL Leipzig Graduate School of Management.

Keywords

Strategic marketing planning Brand policy Communication policy Digitization Brand valuation
  • Manfred Bruhn
  • Christoph Burmann
  • Manfred Kirchgeorg
  1. 1.Professor for Marketing and ManagementUniversity of BaselBaselSwitzerland
  2. 2.markstones Institute of Marketing, Branding & TechnologyUniversity of BremenBremenGermany
  3. 3rd SVI Endowed Chair for MarketingHHL Leipzig Graduate School of ManagementLeipzigGermany

About the editors

Prof. Dr. Dr. h.c. mult. Manfred Bruhn is Professor of Business Administration, in particular Marketing and Management, at the Faculty of Economics at the University of Basel and Honorary Professor at the Technical University of Munich.

Prof. Dr. Christoph Burmann is director at the markstones Institute of Marketing, Branding & Technology at the University of Bremen, where he heads the working group for innovative brand management.

Prof. Dr. Manfred Kirchgeorg holds the Deutsche Post Chair for Marketing, especially E-Commerce and Cross-Media Management, at the HHL Leipzig Graduate School of Management ..

Bibliographic information

  • Book TitleMarketing Thinking ahead
  • Book Subtitle Paths to the Future for Market-Oriented Management
  • Editors Manfred Bruhn
    Christoph Burmann
    Manfred Kirchgeorg
  • DOIhttps: //doi.org/10.1007/978-3-658-31563-4
  • Copyright Information The publisher (s) or the author (s), exclusively licensed by Springer Fachmedien Wiesbaden GmbH, a part of Springer Nature2020
  • Publisher NameSpringer Gabler, Wiesbaden
  • eBook Packages Business and Economics (German Language)
  • Hardcover ISBN978-3-658-31562-7
  • eBook ISBN978-3-658-31563-4
  • Edition Number2
  • Number of PagesXVI, 666
  • Number of Illustrations0 b / w illustrations, 0 illustrations in color
  • TopicsMarketing
    Business strategy / leadership
  • Buy this book on publisher's site