Marketing: Konzepte, Strategien, Instrumente, Controlling

This book is practice-oriented and focuses on the central challenges of a consistent market and customer orientation, taking into account current developments such as the influence of digitalization. Numerous examples and case studies illustrate how strategic and operational marketing is implemented in practice. The main areas of modern marketing management are highlighted: Part I: Market Research, Marketing Analysis; Part II: Marketing Goals, Marketing Strategies, Marketing Budgeting; Part III: Marketing Mix; Part IV: Marketing Controlling. The book is aimed at bachelor's and master's students, students at higher vocational schools, and due to its high practical relevance, it is also suitable for practitioners. The comprehensive presentation of marketing management and the detailed index make it a valuable reference work as well.