Marketing: Grundlagen und Strategien

Marketing: Fundamentals and Strategies follows a holistic marketing management approach to provide a systematic introduction to the basics and strategies of marketing. After a brief introduction to the fundamentals, the focus is initially on the analysis of markets and customer behavior, before exploring the strategic aspects of marketing. Finally, operational marketing planning, based on the integrated marketing mix, takes center stage. This work offers a current and coherent presentation of the subject area. The material is summarized in a compact, complete, and well-structured manner, while the learner-friendly layout facilitates working with the book. The Kiehl Business Studies series allows for an easy entry into important economic topics and targeted learning of exam-relevant content in the Bachelor's program in Business Administration. Each volume includes online training with exercises and sample solutions. Ideal for exam preparation! Instructors receive a supplementary slide set for each volume to use in their courses. Table of Contents: 1. Fundamentals of Marketing and Marketing Management 2. Analysis of Markets and Customer Behavior 3. Strategic Marketing 4. Operational Marketing Planning Based on the Integrated Marketing Mix.