Learn about the principles of marketing - a textbook 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
For ideal exam preparation, we also recommend the exercise book that accompanies this marketing textbook for business administration students.
Auflage
Sprache
Verlagsort
Verlagsgruppe
Springer Fachmedien Wiesbaden GmbH
Zielgruppe
Für Beruf und Forschung
Für höhere Schule und Studium
Illustrationen
1
80 farbige Abbildungen, 1 s/w Abbildung
XIV, 287 p. 81 illus., 80 illus. in color.
Maße
Höhe: 24 cm
Breite: 16.8 cm
ISBN-13
978-3-658-45833-1 (9783658458331)
Schweitzer Klassifikation
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.
