Marketing

Marketing is omnipresent! You encounter it in supermarkets, on social media, through streaming services, or in magazines. But what exactly lies behind marketing, and how do companies successfully implement it? This book addresses these and other questions in detail.

It begins by providing foundational knowledge about consumer behavior and personal purchasing decisions, guiding readers through the customer journey. Against this backdrop, it explains the goals and measures of strategic marketing planning to help companies differentiate themselves from competitors as effectively as possible. Building on this, the book discusses the operational use of brand, product, distribution, communication, and pricing strategies.

Important trends in sustainability and digitalization are exemplified throughout. Marketing professionals offer illuminating insights into practice, while knowledge boxes and links to engaging YouTube videos deepen understanding. In short, this book provides everything students need to know about marketing.