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Kommunikationspolitik: Systematischer Einsatz der Kommunikation für Unternehmen (Vahlens Handbücher der Wirtschafts- und Sozialwissenschaften)
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Relationship Marketing: Das Management von Kundenbeziehungen
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Relationship Marketing: Das Management von Kundenbeziehungen (Vahlens Handbücher der Wirtschafts- und Sozialwissenschaften)
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Unternehmens- und Marketingkommunikation: Handbuch für ein integriertes Kommunikationsmanagement
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Unternehmens- und Marketingkommunikation: Handbuch für ein integriertes Kommunikationsmanagement
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Wie Marken wirken: Impulse aus der Neuroökonomie für die Markenführung
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Produkt- und Servicemanagement: Konzepte, Prozesse, Methoden (Vahlens Handbücher der Wirtschafts- und Sozialwissenschaften)
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Internationalisierung von Dienstleistungen: Forum Dienstleistungsmanagement
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Servicetransformation: Entwicklung vom Produktanbieter zum Dienstleistungsunternehmen. Forum Dienstleistungsmanagement
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