Die neue Dimension des Marketings: Vom Kunden zum Menschen
- ISBN-10
- 3593393433
- ISBN-13
- 9783593393438
- Category
- Business & Economics
- Pages
- 225
- Language
- German
- Published
- 2010-08-09
- Publisher
- Campus Verlag
- Authors
- Philip Kotler, Hermawan Kartajaya, Iwan Setiawan
Description
Marketing hat heute nicht mehr nur den Kunden als Käufer, sondern den Menschen als Ganzes im Blick. Kunden sind Menschen, die soziale Verantwortung übernehmen und einen Beitrag leisten wollen. Genau das erwarten sie auch von Unternehmen, deren Produkte sie kaufen. Erstmals beschreibt der Marketingpapst Kotler in einer selten erreichten Praxisnähe, wie Unternehmen dieser Erwartung gerecht werden können. Konkrete Handlungsanweisungen und viele Praxisbeispiele veranschaulichen, wie der Unternehmenserfolg mit dem "human spirit"-Marketing langfristig gesichert werden kann.
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