Marketing

The 18th edition of this standard work by Kiehl covers the essential foundations and key areas of marketing. From classical marketing to topics such as online and mobile marketing, big data, social media, artificial intelligence, search engine optimization, affiliate marketing, in-game advertising, data mining, RFID technology, and multi-/omni-channel management, the author explains all the success factors of modern marketing in an application-oriented, clearly structured, and easily understandable manner. Numerous overviews, illustrations, and practical examples facilitate comprehension. Over 500 review questions and 50 case studies help deepen the understanding of the material and assess one's knowledge level. This book is ideal as a companion for studies, further education, and exam preparation, as well as a quick reference guide for daily practice.