The textbook covers the basic elements of conceptual marketing. The focus is on the marketing of consumer goods, and … the fourth edition places special emphasis on brand marketing. The sub-strategic dimension of brand policy is examined in … the context of marketing tools. The chapter on contracting policy has been completely restructured. The section on …

The reputation of traditional marketing techniques as an essential component of corporate success has declined in … the basis for practical training for students of marketing management while at the same time offering valuable insights …The reputation of traditional marketing techniques as an essential component of corporate success has declined in …

Dieses Buch liefert eine praxis- und umsetzungsbezogene Darstellung der einzelnen Methoden des integrierten Marketing … Marketing-, Vertriebs- und Kundenmanagement wird dabei explizit integriert. …This work concisely presents methods for integrated marketing, sales, and client management, and is orientated to …