Marketing-Einführung

This textbook introduces the fundamental concepts, methods, and applications of marketing. The authors address central questions clearly and understandably, illustrating them with examples from business practice. Readers can thus acquire foundational knowledge in areas such as consumer behavior, market research, marketing strategy, brand management, and the four central marketing instruments. They will also gain insight into important subfields such as business-to-business marketing, service marketing, and non-profit marketing. The target audience includes both students of business administration and other disciplines who wish to acquire basic marketing knowledge. Practitioners will receive the necessary overview of important marketing aspects.

The 9th edition has been completely revised and partially restructured. This includes, among other things, two new chapters on brand management and the relationship between marketing and society. Additionally, current developments, such as digital markets, and numerous new examples have been integrated. Andreas Eggert and Sascha Raithel have joined the authorship.

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The Authors
Prof. Dr. Andreas Eggert is a professor of business and service marketing at the Marketing Department of Freie Universität Berlin. Prof. Emeritus Dr. Dr. h.c. Michael Kleinaltenkamp was a professor at the Marketing Department of Freie Universität Berlin. Prof. Emeritus Dr. Alfred Kuss was a professor at the Marketing Department of Freie Universität Berlin. Prof. Dr. Sascha Raithel is a professor of marketing at the Marketing Department of Freie Universität Berlin.