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364-1013-06L  Marketing Theory

SemesterHerbstsemester 2017
DozierendeF. von Wangenheim
Periodizitätjährlich wiederkehrende Veranstaltung
LehrveranstaltungFindet dieses Semester nicht statt.
LehrspracheEnglisch


KurzbeschreibungThe course is taught Florian Wangenheim (ETHZ)

It focuses on the theoretical foundations of marketing and marketing research.
LernzielThe purpose of the course is to confront students with current theoretical thinking in marketing, and currently used theories for understanding and explaining buyer and customer behavior in reponse to marketing action.
InhaltIn the first class, current understanding of the marketing literature and marketing thought is discussed.
In the following classes, various theories are discussed, particularly in light of their importance for marketing. Economic, pschological and sociological theory will be related to current marketing thought.