Marketing-Einführung

This textbook introduces the basic concepts, methods and applications of Marketing. The authors deal with central issues in a clear and understandable way and illustrate them using examples from business practice. Readers can thus acquire basic knowledge in areas such as purchasing behaviour, market research, marketing strategy, brand management or the four central marketing instruments. They will also gain an insight into important sub-areas such as business-to-business, service and non-profit marketing. The target group includes students of business administration as well as students of other degree programmes who wish to acquire basic knowledge of Marketing. Practitioners receive the necessary overview of important marketing aspects.

The 9th edition has been completely revised and partially restructured. This includes two new chapters on brand management and the relationship between Marketing and society. In addition, current developments, such as digital markets, and numerous new examples have been integrated. Andreas Eggert and Sascha Raithel have been added to the authorship.

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The authors
Prof Dr Andreas Eggert is Professor of Business and Services Marketing at the Marketing Department of Freie Universität Berlin.
Prof. a.D. Dr Dr h.c. Michael Kleinaltenkamp was Professor at the Marketing Department at the Free University of Berlin.
Prof. a.D. Dr Alfred Kuß was Professor at the Marketing Department at Freie Universität Berlin.
Prof. Dr Sascha Raithel is Professor of Marketing at the Marketing Department at the Free University of Berlin.