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Alles CO, oder was?

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Zusammenfassung

Im wissenschaftlichen Kontext ist eine stetige Weiterentwicklung bestehender Annahmen und Theorien zwingend notwendig, um die jeweilige Disziplin gleichermaßen mit neuem Leben zu füllen und sie weiterhin zu legitimieren. Dabei spielen neue Perspektiven und grenzverschiebende Einblicke eine elementare Rolle.

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Author information

Authors and Affiliations

  1. EBS Business School, Rheingaustr. 1, 65375, Oestrich-Winkel, Deutschland

    Prof. Dr. Roland Mattmüller

  2. Marketing-Department, Freie Universität Berlin, Arnimallee 11, 14195, Berlin, Deutschland

    Prof. Dr. Dr. h.c. Michael Kleinaltenkamp

  3. Atomic Austria GmbH, Atomic Straße 1, 5541, Altenmark, Österreich

    Dr. Michael Schineis

  4. Sandstr. 33, 80335, München, Deutschland

    Martin Kölsch

  5. Peter-Janssen-Str. 16, 40237, Düsseldorf, Deutschland

    Dr. Nina Blankenberg & Dr. Sina Haupt

Authors
  1. Prof. Dr. Roland Mattmüller
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  2. Prof. Dr. Dr. h.c. Michael Kleinaltenkamp
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  3. Dr. Michael Schineis
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  4. Martin Kölsch
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  5. Dr. Nina Blankenberg
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  6. Dr. Sina Haupt
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Corresponding author

Correspondence to Roland Mattmüller .

Editor information

Editors and Affiliations

  1. Institut für Marketing, Ludwig-Maximilians-Universität München, München, Bayern, Germany

    Silke Bartsch

  2. Universität der Künste, Berlin, Germany

    Christian Blümelhuber

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© 2015 Springer Fachmedien Wiesbaden

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Mattmüller, R., Kleinaltenkamp, M., Schineis, M., Kölsch, M., Blankenberg, N., Haupt, S. (2015). Alles CO, oder was?. In: Bartsch, S., Blümelhuber, C. (eds) Always Ahead im Marketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-09030-2_3

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  • DOI: https://doi.org/10.1007/978-3-658-09030-2_3

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  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-658-09029-6

  • Online ISBN: 978-3-658-09030-2

  • eBook Packages: Business and Economics (German Language)

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