Description
Principles of Marketing: A Practical Introduction provides a comprehensive overview of the core principles, concepts, and tools of modern marketing. Originally published as a highly successful German-language textbook and used for decades across Germany, Switzerland, and Austria, this English edition combines academic rigor with a strong practical focus to help readers understand and apply marketing concepts in real business situations.
Designed for both students and practitioners, the book presents marketing as a strategic management process rather than simply a collection of promotional activities. Through an application-oriented approach, readers learn how to analyze marketing challenges, develop effective strategies, and make informed business decisions using established marketing methods and frameworks.
Key Topics Covered
- Marketing as a management process
- Strategic marketing planning
- Market research and customer analysis
- Market segmentation, targeting, and positioning (STP)
- Product policy and product management
- Pricing strategy and pricing policy
- Marketing communication
- Sales policy and distribution management
- Marketing organization
- Marketing controlling and performance measurement
- Marketing decision-making
- Customer value creation
Book Structure
Marketing as a Management Process
- The role of marketing in organizations
- Customer orientation and value creation
- Marketing planning and implementation
Strategic Marketing
- Market analysis
- Competitive strategy
- Positioning and sustainable competitive advantage
Market Research
- Collecting and analyzing market information
- Consumer behavior
- Data-driven decision-making
Product and Pricing Policy
- Product development and portfolio management
- Pricing methods and strategies
- Product life cycle management
Communication and Sales Policy
- Integrated marketing communications
- Advertising and promotion
- Personal selling and distribution channels
Marketing Organization and Controlling
- Organizing marketing functions
- Marketing performance evaluation
- Marketing metrics and control systems
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