Marketing A Process-Oriented Perspective on Consumer Marketing
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- Englisch ausgewählt
Fr. 43.90
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Beschreibung
Produktdetails
Einband
Taschenbuch
Erscheinungsdatum
01.02.2027
Abbildungen
73 ill., 9 tbl.
Verlag
De GruyterSeitenzahl
226
Maße (B/H)
17/24 cm
Gewicht
500 g
Auflage
1
Sprache
Englisch
ISBN
978-3-11-914486-5
This textbook provides a comprehensive and practice-oriented introduction to the fundamental principles of marketing. It is designed to be clearly structured and easy to understand, making it ideal for both beginners and those looking to deepen their knowledge. A particular emphasis is placed on classic consumer goods marketing, illustrating key concepts through practical examples. The book starts by introducing the core ideas and functions of marketing before moving on to essential analytical tools. It delves into marketing analysis, covering in-depth assessments of the external environment, market conditions, and internal company factors, all of which serve as the foundation for effective marketing planning. Readers are guided through the entire marketing process—from defining objectives and strategies to developing the classic marketing mix. This includes detailed discussions on product design, pricing decisions, distribution channels, and communication tools. Finally, marketing controlling is addressed, ensuring that all efforts align with objectives and measurable outcomes. The book closes with the outline of a standardized marketing plan.
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