Nachhaltigkeits-Marketing-Management
( De Gruyter Studium )
Publication series ：De Gruyter Studium
Author： Emrich Christin;;
Publisher： De Gruyter Oldenbourg
Publication year： 2015
E-ISBN: 9783110376302
P-ISBN(Hardback): 9783110376876
Subject：
Keyword： 贸易经济
Language： GER
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Description
This book presents a sustainable, culturally sensitive concept for marketing management, including networking requirements for strategy, realization, and practice. The concept calls for corporate departments to take a new strategic and operational orientation to the cultural values of previously neglected customer groups. The competitive advantages achievable through this approach are illustrated with reference to a CSR competition.