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

Autorentext

Prof. Dr. Dr. h.c. mult. Manfred Bruhn is a Professor of Business Administration at the Faculty of Economics at the University of Basel and an Honorary Professor at the Technical University of Munich, as well as the founder of Prof. Bruhn & Partner AG. He is one of the pioneers in communication and brand management as well as relationship marketing. His reputation in these fields is founded on his recognized achievements over the past decades in business administration research and consulting. Numerous publications by Manfred Bruhn are reference and standard works in both academia and practice. The focus of his publications is on strategic corporate management, brand and communication policy, relationship marketing, as well as service and quality management.

Inhalt

Marketing Planning.- Strategic Marketing.- Marketing Research.- Product and Pricing Policy.- Communication and Sales Policy.- Marketing Organization.- Marketing Controlling.