Marketing

Whether it's strategy, market research, or marketing mix, this textbook provides a clear and focused guide to today's marketing know-how. Numerous examples and illustrations, memorable marginal notes and topic boxes, as well as clear learning objectives and comprehension questions make it easy to get started with marketing. Selected video examples and case studies that illustrate the discussions can be accessed directly via QR codes in the book or through the online portal myBook+. The 7th edition has been thoroughly revised and supplemented with new topics, particularly concerning digital transformation: web analytics, big data, electronic pricing, social media, multi-channel distribution, among others. The chapter on the marketing mix highlights digitalization in the new Netflix case study.