<p><strong>Learn about the principles of marketing – a comprehensive introduction for students and practitioners</strong></p><p class="MsoNormal" style="text-autospace: none;"><span lang="EN-US" style="font-size: 12.0pt; font-family: 'Arial',sans-serif; mso-fareast-font-family: DengXian; mso-fareast-theme-font: minor-fareast; mso-ansi-language: EN-US; mso-fareast-language: DE-CH;">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.</span></p><p><strong>Content</strong></p><p>Marketing as a Management Process</p><p>Strategic Marketing</p><p>Market Research</p><p>Product and Pricing Policy</p><p>Communication and Sales Policy</p><p>Marketing Organization and Controlling</p>