Principles of Marketing

Principles of Marketing: A Comprehensive Introduction for Students and Practitioners, 1st Edition, is a textbook that presents foundational marketing principles, instruments, and core analytical concepts. The volume serves as an English translation of an established German textbook that has proven effective over decades of use in Germany, Switzerland, and Austria.

The text approaches commercial operations by framing marketing as an overarching management process. Core subject areas include the development of marketing strategies and the primary methods of market research.

Intended for students, lecturers, and practitioners, the textbook emphasizes an application-oriented perspective. Drawing consistently on practical experience, it guides readers to independently analyze marketing problems and determine appropriate solutions.