Principles of Marketing : A Comprehensive Introduction for Students and Practitioners

Learn about the principles of marketing – a comprehensive introduction for students and practitionersThis 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. ContentMarketing as a Management ProcessStrategic MarketingMarket ResearchProduct and Pricing PolicyCommunication and Sales PolicyMarketing Organization and Controlling