Principles of Marketing: A Comprehensive Introduction for Students and Practitioners - Softcover

Bruhn, Manfred

Softcover

ISBN 10: 365845833X ISBN 13: 9783658458331

Publisher: Springer, 2025

Synopsis

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 overview of central concepts, methods, and instruments of marketing and is extremely useful for students, lecturers, and practitioners.

Content

Marketing as a Management Process

Strategic Marketing

Market Research

Product and Pricing Policy

Communication and Sales Policy

Marketing Organization and Controlling

About this title

About the Author

Prof. Dr. Dr. h.c. mult. Manfred Bruhn is a Professor of Business Administration at the Faculty of Economics at the University of Basel and an Honorary Professor at the Technical University of Munich, as well as the founder of Prof. Bruhn & Partner AG. He is one of the pioneers in communication and brand management as well as relationship marketing. His reputation in these fields is founded on his recognized achievements over the past decades in business administration research and consulting. Numerous publications by Manfred Bruhn are reference and standard works in both academia and practice. The focus of his publications is on strategic corporate management, brand and communication policy, relationship marketing, as well as service and quality management.

From the Back Cover

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 overview of central concepts, methods, and instruments of marketing and is extremely useful for students, lecturers, and practitioners.

Content

Marketing as a Management Process

Strategic Marketing

Market Research

Product and Pricing Policy

Communication and Sales Policy

Marketing Organization and Controlling

The translation was done with the help of artificial intelligence. A subsequent human revision was done primarily in terms of content.

Edition details

• Publisher: Springer
• Publication date: 2025
• Language: English
• ISBN 10: 365845833X
• ISBN 13: 9783658458331
• Binding: Paperback
• Number of pages: 299