Erfolgsfaktoren des Marketing

The compact textbook provides a brief, concise, and pedagogically skillful introduction to marketing.

Prof. Dr. Katja Gelbrich heads the Chair of International Management at the Catholic University of Eichstätt-Ingolstadt and previously led the Chair of Marketing at TU Ilmenau.

Prof. em. Dr. Stefan Müller taught marketing at TU Dresden.

Katja Gelbrich and Stefan Müller introduce the theory and practice of marketing in twelve chapters, presenting its success factors in an easily understandable way. This textbook is designed for a one-semester introductory course in marketing for undergraduate students majoring or minoring in the subject. In addition to the growing importance of digital marketing and social media, the economic psychological foundations of marketing receive special attention.

The authors place great emphasis on pedagogical quality. Alongside numerous illustrations, marginal notes explaining key terms, examples, and empirical findings, a comprehensive glossary deepens the discussions.

Content includes: Development phases of marketing, strategic marketing, foundations and psychology of consumer behavior, foundations and psychology of product policy, foundations and psychology of pricing policy, foundations and psychology of distribution policy, foundations and psychology of communication policy.