Principles of Marketing: A Comprehensive Introduction for Students and Practitioners

Learn about the principles of marketing – a comprehensive introduction for students and practitioners

This book is an English translation of a German textbook. It conveys the fundamental principles of marketing and consistently draws on practical experience. This application-oriented approach enables readers to analyze marketing problems and develops solutions independently. The book has proven itself in German-speaking countries (Germany, Switzerland, Austria) for decades. It provides an ov...