Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

Die Digitalisierung schreitet voran. Immer mehr Produkte enthalten Software, sind miteinander vernetzt und können ihre Funktionen nicht ohne digitale Elemente erfüllen. Mit der Umsetzung der Warenkauf-RL wurde eine Aktualisierungspflicht für Waren mit digitalen Elementen im Verbrauchsgüterkaufrecht eingeführt (§ 475b BGB). Sie erweitert den Kaufvertrag um Elemente eines Dauerschuldverhältnisses. Die Aktualisierungspflicht ist eine primäre Verpflichtung des Verkäufers, die Mangelfreiheit auch nach Gefahrübergang zu erhalten. Das "Recht auf Updates" des Käufers ist jedoch nur mittelbar über die sekundären Gewährleistungsrechte durchsetzbar. Bei der Auslegung und Anwendung der Rechtsbehelfe des § 439 BGB sind Besonderheiten zu beachten. Digitization is advancing. More and more products contain software, are interconnected, and cannot fulfill their functions without digital elements. The implementation of the Sale of Goods Directive introduced an obligation to update goods with digital elements in consumer sales law (§ 475b BGB). It expands the sales contract with elements of a continuing obligation. The obligation to update is a primary obligation of the seller to maintain conformity even after delivery. However, the "right to updates" of the buyer can only be enforced indirectly through the secondary remedies. When interpreting and applying the remedies of § 439 BGB, special considerations must be taken into account.

Computer software --- Consumer goods --- Warranty. --- Marketing. --- Law and legislation.

Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

This book introduces the fundamentals of marketing and is consistently oriented to the following guiding ideas: Ensuring a consistent transfer of theoretical approaches into practical implementations throughout all chapters. Integration of a variety of examples in order to make marketing directly comprehensible at all times. Clear presentation of goals, strategies, instruments and psychological explanations of marketing. A marketing book that has been consistently developed with and for its target group. The Author Prof. Dr. Ralf T. Kreutzer is Professor of Marketing at the Berlin School of Economics and Law as well as a marketing and management consultant, trainer and coach. He spent 15 years in various management positions at Bertelsmann, Volkswagen and Deutsche Post before being appointed Professor of Marketing in 2005. This book is an adapted translation of the original German 6th edition Praxisorientiertes Marketing by Ralf T. Kreutzer, published by Springer Fachmedien Wiesbaden GmbH, part of Springer Nature, in 2022. The translation was done with the help of artificial intelligence (machine translation by the service DeepL.com). The present version has been revised primarily in terms of content by the author, so that the book will read stylistically differently from a conventional translation.

Marketing. --- Consumer goods --- Domestic marketing --- Retail marketing --- Retail trade --- Industrial management --- Aftermarkets --- Selling --- Marketing

Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

This comprehensive textbook introduces students to all the core principles of marketing practice using an employability-focused approach. Essentials of Marketing is underpinned by six pillars, which flow through each chapter: marketing ethics, sustainability, stakeholder engagement, globalisation, the power of new media, and measuring success. The book demystifies theory by placing it in contexts which are recognisable to a diverse readership, using real-life case studies and examples designed to engage today’s technologically savvy and internationally oriented students. The book includes a comprehensive running case study in which readers are invited to adopt the roles of marketing assistant, marketing manager, and marketing director within regional markets, applying the knowledge that they have learned in each chapter into modern, realistic contexts, which simulate a marketing career. Key features to aid learning and comprehension include: case studies, chapter objectives and summaries, key learning points, and key questions. With a uniquely accessible and applied approach, Essentials of Marketing is designed as a core text for undergraduate and postgraduate students studying Introduction to marketing, marketing management, and principles of marketing modules.

Marketing --- Marketing. --- Consumer goods --- Domestic marketing --- Retail marketing --- Retail trade --- Industrial management --- Aftermarkets --- Selling

Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

Marketing --- marketing --- verkoop --- Sales management. --- Marketing. --- Consumer goods --- Domestic marketing --- Retail marketing --- Retail trade --- Industrial management --- Aftermarkets --- Selling --- Management, Sales

Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

This book shows the connection between central task areas of agile management and strategically controlled internal communication. The authors further develop the current discussion on the management function of internal communication by placing it in the concept of communication-centered management and at the same time illustrating concepts and models using case studies. With its consistent theory-praxis reflection, the book bridges the gap between pure practitioner literature and traditional academic textbooks. It is aimed equally at managers in the fields of corporate development, law and compliance, human resources, controlling and communications management, as well as at teachers and students in these disciplines. The content Introduction to communication-based management theory Perspectives of internal communication in the context of agile management Task areas of corporate management and the contribution of internal communication: goals and norms, strategic controlling, organization, innovation management, change management, network management, crisis management, corporate governance Internal communication as corporate management: outlook for further development The authors Prof. Dr. Ulrike Buchholz has been teaching corporate communications at Hanover University of Applied Sciences and Arts since 2001. Before that, she was head of global internal communications at Infineon Technologies AG, Munich, and worked in corporate communications at Siemens AG. Prof. Dr. Susanne Knorre is a management consultant specializing in communication and management as well as strategy and organizational development. Since 2007, she has been a part-time professor of corporate communications at Osnabrück University of Applied Sciences. This book is a translation of an original German edition. The translation was done with the help of artificial intelligence (machine translation by the service DeepL.com). A subsequent human revision was done primarily in terms of content, so that the book will read stylistically differently from a conventional translation.

Marketing. --- Management. --- Administration --- Industrial relations --- Organization --- Consumer goods --- Domestic marketing --- Retail marketing --- Retail trade --- Industrial management --- Aftermarkets --- Selling --- Marketing --- Communication in management. --- Communication in industry --- Managerial communication --- Management