search query: @author Wiedmann, K. P. / total: 3
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| Author: | Raffee, H. Wiedmann, K. P. |
| Title: | Der Wertewandel als Herausforderung für Marketingforschung und Marketingpraxis. |
| Journal: | Marketing: Zeitschrift fur Forschung und Praxis
1988 : AUG, VOL. 10:3, p. 198-210 |
| Index terms: | MARKETING MANAGEMENT VALUE ANALYSIS SOCIETIES |
| Language: | ger |
| Abstract: | The challenges for marketing management and for scientific marketing research are manifold. This article discusses several of them in connection with the value change in society. It also gives an outline of some consequences of this value change for marketing management. There are different methods for analysing value change and the significance of a prognosis based on this analysis is stressed. The cooperation between science and practice is of utmost importance. |
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