This title provides a comprehensive, up-to-date, and easily understandable presentation of convergent marketing methods for professionals. The success of marketing efforts depends on the implementation of an integrated approach as well as convergence between strategy, instruments, and marketing organization. This work addresses all dimensions of marketing information services, including marketing analysis and strategic and operational marketing.

Autorentext

Ursula Georgy, TH Köln; Frauke Schade, Hochschule für Angewandte Wissenschaften Hamburg.