Marketing Success Factors

Zusammenfassung

“The compact textbook provides a short, concise and didactically skillful introduction to marketing”

(Erfurter Hefte zum angewandten Marketing)

Prof. Dr. Katja Gelbrich heads the chair of International Management at Catholic University of Eichstätt-Ingolstadt and was previously head of the chair of Marketing at Ilmenau Technical University.

Prof. em. Dr. Stefan Müller taught marketing at TU Dresden.

In twelve chapters, Gelbrich & Müller introduce the theory and practice of marketing and present its success factors in an easy-to-understand way. This textbook is designed for a one-semester introductory marketing course in the bachelor's program. In addition to the growing importance of digital marketing and social media, special attention is paid to the fundamentals of marketing in business psychology.

The authors place particular emphasis on didactic quality. In addition to numerous figures, marginal notes explaining key terms, numerous examples and interesting empirical findings, a comprehensive glossary deepens the explanations. The glossary can be found at www.ku.de/en/wfi/im/books/erfolgsfaktoren-des-marketing

From the contents:

• Developmental stages of marketing

• Strategic marketing

• Fundamentals and psychology of consumer behavior

• Fundamentals and psychology of product policy

• Fundamentals and psychology of pricing policy

• Fundamentals and psychology of distribution policy

• Fundamentals and psychology of communication policy