Bagozzi u.a. zielen darauf ab, die L�cke zu schlie�en zwischen der Wissenschaft vom Marketing - Marketing-Forschung, Konsumentenpsychologie, Volkswirtschaftslehre, Operations Research, strategisches Management - und der Kunst des Marketings - dem Bem�hen der Praktiker, fundierte Entscheidungen in allen Bereichen des Marketing-Mix angesichts von Unsicherheit und Unbest�ndigkeit zu treffen. Sie zeigen, wie und warum Marketing so praktiziert wird, wie es der Fall ist, und sie thematisieren Sachverhalte, die Manager in ihre k�nftigen Marketing-�berlegungen einbeziehen sollten.

Der "Bagozzi u.a." richtet sich an Universit�ts- und Fachhochschul-Studenten im Grund- und Hauptstudium, die eine Karriere in der Wirtschaft oder im akademischen Bereich anstreben. Besondere R�cksicht gilt den Studenten, die mit diesem Buch praxisnahes Wissen erlangen m�chten. Besonderen Wert haben die Autoren darauf gelegt, die praktische Anwendbarkeit der Marketing-Theorie hervorzuheben, um den Studenten den dierekten Bezug der Ausf�hrungen zu ihren betrieblichen Erfahrungen aufzuzeigen.

"Bagozzi u.a." ist in den U.S.A. zum wohl f�hrenden Buch zu Thema "Marketing" aufgestiegen.

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