Principles of Marketing
A Comprehensive Introduction for Students and Practitioners
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Beschreibung
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
The translation was done with the help of artificial intelligence. A subsequent human revision was done primarily in terms of content.
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
Compact and application-oriented introduction to marketing principles Enables the reader to analyze marketing problems and independently develop solutions With numerous exercises and detailed solutions
Autor*in
Manfred Bruhn
Themen in »Principles of Marketing«
Marketing Book Marketing Controlling Marketing Research Marketing Planning Pricing Policy Product Policy Strategic Marketing Sales Policy Marketing Actions Optimization