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Internes Marketing als Forschungsgebiet der Marketingwissenschaft

Eine Einführung in die theoretischen und praktischen Probleme
  • Manfred Bruhn
Part of the Wissenschaft & Praxis book series (WIPA)

Zusammenfassung

Die durch die klassische, funktionsorientierte Betriebswirtschaftslehre geprägte Betrachtungsweise von Unternehmen dominiert die Unternehmensführung — auch nach den Diskussionen um Business Process Reengineering oder Lean Management — noch immer. In der überwiegenden Zahl an Unternehmen werden Aktivitäten gegenüber den (unternehmensexternen) Kunden rein funktional als Marketingaufgabe und Maßnahmen gegenüber den Mitarbeitern als Personalaufgabe definiert.

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Copyright information

© Springer Fachmedien Wiesbaden 1999

Authors and Affiliations

  • Manfred Bruhn
    • 1
  1. 1.Universität BaselSchweiz

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