Book Description

Books on marketing can inevitably be called into question as there are so many relevant works on the subject. However, many of them are either too difficult to understand, to lengthy and exhaustive or not related to practical decision making. In addition, most introductory texts deal solely with the marketing mix as the operational aspect of marketing or the strategic part. "Marketing: Principles and Practice" is different! It is an innovative and outstanding new marketing introductory textbook which deals with marketing in such a way that covers as few pages and is as accessible as possible, while communicating the fundamental, most important theoretical aspects and facilitating the transfer of this knowledge to real-life decision situations. In addition, the book not only integrates all relevant aspects of both strategic and operational marketing but also structures them in such a way, that both practitioners and students acquire a comprehensive and holistic overview, how it all fits together. Consequently, this book concentrates on the essential marketing know-how for both, practitioners and students. Having read this book: You will have a basic understanding of marketing and the process of marketing management. You will know the most important marketing instruments and how they interact. You can develop your own marketing plan. Endorsements 'The dynamic and global competitive landscape requires marketing professionals who have a thorough knowledge of marketing principles coupled with strong creative skills. This book provides excellent coverage of these principles and serves as a great resource for marketing students and young professionals everywhere.' Christoph Schweizer, President Corporate Strategy & Business Development, Dr�gerwerk AG & Co. KGaA 'Marketing: Principles and Practice is an exciting textbook that provides a concise introduction to the theory and practice of Marketing in the 21st century organized around an innovative customer relationship perspective. Perfectly suited to students of one semester marketing courses, this invaluable source of knowledge presents a solid grounding in the fundamentals of contemporary marketing, in a clear, lively, practical and straightforward style. Highly recommended to marketing students, educators and marketing managers everywhere.' Prof. Dr. Marko Sarstedt, Chair of Marketing, Otto-von-Guericke-Universit�t Magdeburg, Germany About the authors Svend Hollensen is an Associate Professor of International Marketing at the University of Southern Denmark. He is the author of globally published textbooks and several articles in well-recognised journals. Svend Hollensen has also worked as a consultant for several multinational companies, as well as global organizations like the World Bank. Marc Opresnik is a distinguished Professor of Marketing at Luebeck University of Applied Sciences and Member of the Board of Directors at SGMI Management Institute St. Gallen. He is Chief Research Officer at Kotler Impact Inc. and a global co-author of marketing legend Philip Kotler. With his many years of international experience, Marc Opresnik is one of the world's most renowned marketing, management and negotiation experts.