Principles of Marketing
A Comprehensive Introduction for Students and Practitioners
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Product details:
- Edition number 2024
- Publisher Springer Fachmedien Wiesbaden
- Date of Publication 17 October 2025
- Number of Volumes 1 pieces, Book
- ISBN 9783658458331
- Binding Paperback
- No. of pages287 pages
- Size 240x168 mm
- Language English
- Illustrations XII, 287 p. 20 illus., 18 illus. in color. Illustrations, black & white 700
Categories
Long description:
"
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
" MoreTable of Contents:
Marketing Planning.- Strategic Marketing.- Marketing Research.- Product and Pricing Policy.- Communication and Sales Policy.- Marketing Organization.- Marketing Controlling.
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