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.
