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Product Description Anlsslich des 50. Geburtstages von Prof. Dr. Manfred Kirchgeorg geben die Autoren dieser Festschrift einen berblick zu verschiedenen Forschungsgebieten des Marketingmanagements und stellen aktuelle Untersuchungsergebnisse vor. From the Back Cover Das Marketing eines Unternehmens und seiner Leistungen bedarf im sich stndig verschrfenden Wettbewerbsumfeld eines guten Managements. Dabei kommt speziell der Markenfhrung, der Mediaplanung und in zunehmendem Mae auch der nachhaltigen Unternehmensfhrung eine besondere Bedeutung zu, handelt es sich hier doch um die Managementbereiche, die fr die aktuellen und potenziellen Kunden eines Unternehmens das grte Kontakt und Identifikationspotenzial besitzen. Die Untermauerung dieser Bereiche mit theoretischer Forschung und praktischer Expertise ist seit ber zehn Jahren Anliegen von Prof. Dr. Manfred Kirchgeorg. Sein Lehrstuhl fr Marketingmanagement an der Handelshochschule Leipzig (HHL) versucht wie kein anderer in Deutschland, aktuelle Forschungstrends zu identifizieren, voranzutreiben und fr Praktiker fassbar zu machen. Anlsslich des 50. Geburtstages von Prof. Dr. Manfred Kirchgeorg soll diese Festschrift die Forschungsbereiche nher beleuchten und anhand aktueller Untersuchungsergebnisse einen perspektivischen berblick ber Trends im Marketingmanagement geben. About the Author Die Akademische Marketinggesellschaft e.V. ist ein gemeinntziger Verein, dessen Ziel es ist, die Forschung und Lehre am Lehrstuhl Marketingmanagement der Handelshochschule Leipzig (HHL) zu untersttzen und damit einen entscheidenden Beitrag zur Verknpfung von MarketingTheorie und Praxis zu leisten. Prof. Dr. Oliver Klante ist Prsident der Akademischen Marketinggesellschaft e.V. und Professor fr Betriebswirtschaftslehre, insbesondere Marketing und Vertrieb an der HSBA Hamburg School of Business Administration.
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