Marketing (book (paperback)) | Stämpfli

Successful marketing depends on the enthusiasm and commitment of the people behind it. This book aims to convey this enthusiasm. It offers an introduction to the diverse tasks of marketing and at the same time conveys sound theory and practice through a wealth of examples and practical applications. This 7th edition has been expanded in view of the rapid changes in the economy and society. Various internet communication instruments, mobile apps and social media activities are taking on increasingly important positions in the marketing mix and are expanding the number of possible communication channels many times over. Customer analyzes help to survive in increasingly saturated buyer markets. To support students who are dealing with marketing as part of a higher professional examination or while studying at a technical college or higher technical college, the teaching material contains summaries, tasks with commented solutions and a detailed glossary. The title is also suitable as a specialist and reference work for practice.