Principles of Marketing - 9783658458331

Springer Fachmedien Wiesbaden

Principles of MarketingA Comprehensive Introduction for Students and Practitioners\nAuthor(s): Manfred Bruhn\nFormat: Paperback\nPublisher: Springer Fachmedien Wiesbaden, Germany\nImprint: Springer Fachmedien Wiesbaden\nISBN-13: 9783658458331, 978-3658458331\nSynopsis\nLearn about the principles of marketing a comprehensive introduction for students and practitioners\n\nThis 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.\n\nContent\n\nMarketing as a Management Process\n\nStrategic Marketing\n\nMarket Research\n\nProg