Marketing und Vertrieb

Marketing and Sales &ndash, Comprehensive, clear and practice-orientated for study and as a guide for practice

This standard textbook presents the tasks and methods of Marketing and Sales in a scientifically sound and comprehensively practice-orientated way. The book is suitable for students of economics and industrial engineering at Bachelor's and Master's level and at the same time provides customer-oriented managers with the necessary basic knowledge for customer business.

The topics follow the strategic marketing view: Marketing as market-orientated corporate management &ndash, with the four marketing mix instruments. In contrast to 'typical' marketing textbooks, the focus goes beyond the consumer world with the usual emphasis on communication and advertising. Work areas such as sales management, sales management and CRM in corporate customer business are presented in detail. Thanks to the large number of checklists and recommendations, the book is suitable as a practical guide.

The ninth edition of the book covers numerous current trends, such as increasing digitalisation in marketing and sales, influencer marketing, hybrid selling, modern customer value management as well as sustainability and resilience in marketing and sales.