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Principles of Marketing: A Comprehensive Introduction for Students and Practitioners
Paperback
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ISBN13: 9783658458331
Publisher: Springer
Published: Oct 17 2025
Pages: 287
Weight: 1.26
Height: 0.52 Width: 6.66 Depth: 9.50
Language: English
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
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