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Marketing

Principles for Students and Practitioners
BuchKartoniert, Paperback
295 Seiten
Englisch
Springererscheint am17.11.20242024
Learn about the principles of marketing - a textbook for students and practitioners This textbook conveys the fundamental principles of marketing and consistently draws on practical experience. This application-oriented approach enables readers to analyze marketing problems and develop solutions independently. In this 16th edition, all chapters have been brought up to date. Compared to previous editions, the fact that services play a very significant role in the economy has also been taken into account. Therefore, decisions made by service companies have been given greater and more consistent consideration. Content Marketing as a Management ProcessStrategic MarketingMarket ResearchProduct and Pricing PolicyCommunication and Sales PolicyMarketing Organization and Controlling For ideal exam preparation, we also recommend the exercise book that accompanies this marketing textbook for business administration students.mehr

Produkt

KlappentextLearn about the principles of marketing - a textbook for students and practitioners This textbook conveys the fundamental principles of marketing and consistently draws on practical experience. This application-oriented approach enables readers to analyze marketing problems and develop solutions independently. In this 16th edition, all chapters have been brought up to date. Compared to previous editions, the fact that services play a very significant role in the economy has also been taken into account. Therefore, decisions made by service companies have been given greater and more consistent consideration. Content Marketing as a Management ProcessStrategic MarketingMarket ResearchProduct and Pricing PolicyCommunication and Sales PolicyMarketing Organization and Controlling For ideal exam preparation, we also recommend the exercise book that accompanies this marketing textbook for business administration students.
Details
ISBN/GTIN978-3-658-45833-1
ProduktartBuch
EinbandartKartoniert, Paperback
Verlag
Erscheinungsjahr2024
Erscheinungsdatum17.11.2024
Auflage2024
Seiten295 Seiten
SpracheEnglisch
IllustrationenApprox. 330 p.
Artikel-Nr.56503835
Rubriken
GenreWirtschaft

Inhalt/Kritik

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

Autor

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.