Marketing: Principles for Students and Practitioners - Brossura

Bruhn, Manfred

Brossura

ISBN 10: 365845833X ISBN 13: 9783658458331

Casa editrice: Springer Nature, 2025

Riassunto

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.

Su questo libro

Informazioni sull'autore

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.

Dalla quarta di copertina

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.

Dettagli dell'edizione

• Editore: Springer Nature
• Data di pubblicazione: 2025
• Lingua: Inglese
• ISBN 10: 365845833X
• ISBN 13: 9783658458331
• Rilegatura: Copertina flessibile
• Numero di pagine: 331
• Contatto del produttore: ProductSafety@springernature.com; ProductSafety@springernature.com; ; Poststr. 9; Darmstadt; 64293; Germania