Marketing

A Process-Oriented Perspective on Consumer Marketing
1. Auflage 2027
ISBN: 978-3-11-914486-5
Verlag: De Gruyter

Buch, Englisch, 226 Seiten, Format (B × H): 170 mm x 240 mm, Gewicht: 500 g

This textbook provides a comprehensive and practice-oriented introduction to the fundamental principles of marketing. It is designed to be clearly structured and easy to understand, making it ideal for both beginners and those looking to deepen their knowledge. A particular emphasis is placed on classic consumer goods marketing, illustrating key concepts through practical examples. The book starts by introducing the core ideas and functions of marketing before moving on to essential analytical tools. It delves into marketing analysis, covering in-depth assessments of the external environment, market conditions, and internal company factors, all of which serve as the foundation for effective marketing planning. Readers are guided through the entire marketing process—from defining objectives and strategies to developing the classic marketing mix. This includes detailed discussions on product design, pricing decisions, distribution channels, and communication tools. Finally, marketing controlling is addressed, ensuring that all efforts align with objectives and measurable outcomes. The book closes with the outline of a standardized marketing plan.

Autoren/Hrsg.

Runia, Peter M.

Wahl, Frank

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Über Autor(innen)

Prof. Dr. Peter M. Runia is a lecturer in marketing at Fontys International Business Studies, in Venlo, the Netherlands. Since 2010, he has been a full-time professor of general business administration, especially marketing, at the FOM University of Applied Sciences for Economics & Management. In addition to his teaching activities in bachelor's and master's programs, he leads market research projects and advises companies on marketing issues. Since 2024, he has been co-host of the marketing podcast "Duales Studio".

Frank Wahl is a lecturer in marketing at Fontys International Business Studies, in Venlo, the Netherlands. He is also a lecturer at the FOM University of Applied Sciences for Economics & Management in bachelor’s and master’s degree programs. He also advises companies and other organizations on strategic and operational marketing topics.