Marketing

Learn about the principles of marketing – a textbook for students and practitioners This textbook conveys the fundamental principles of marketing and consistently draws on practical experience. This application-oriented approach enables readers to analyze marketing problems and develop solutions independently. In this 16th edition, all chapters have been brought up to date. Compared to previous editions, the fact that services play a very significant role in the economy has also been taken into account. Therefore, decisions made by service companies have been given greater and more consistent consideration. Content Marketing as a Management Process Strategic Marketing Market Research Product and Pricing Policy Communication and Sales Policy Marketing Organization and Controlling For ideal exam preparation, we also recommend the exercise book that accompanies this marketing textbook for business administration students. The translation was done with the help of artificial intelligence. A subsequent human revision was done primarily in terms of content. This book is a translation of an original German edition. The translation was done with the help of artificial intelligence (machine translation by the service DeepL.com). A subsequent human revision was done primarily in terms of content, so that the book will read stylistically differently from a conventional translation.