Learn about the principles of marketing – a comprehensive introduction for students and practitioners

This book is an English translation of a German textbook. It conveys the fundamental principles of marketing and consistently draws on practical experience. This application-oriented approach enables readers to analyze marketing problems and develops solutions independently. The book has proven itself in German-speaking countries (Germany, Switzerland, Austria) for decades. It provides an overview of central concepts, methods, and instruments of marketing and is extremely useful for students, lecturers, and practitioners.

Content

Marketing as a Management Process

Strategic Marketing

Market Research

Product and Pricing Policy

Communication and Sales Policy

Marketing Organization and Controlling