- Table View
- List View
Marketing with Social Media
by Linda ColesIntroduce your business to the world with this essential guideto social media marketing Marketing with Social Media: 10 Easy Steps to success forBusiness is your step-by-step guide to using Facebook,LinkedIn, Twitter, Google+, Pinterest and YouTube to promote yourbusiness. In 10 quick and easy steps, you'll learn how to usesocial media effectively, establish a simple marketing plan andmeasure the results of your efforts. You'll learn the basics ofbuilding profile pages, and how to create appropriate content thatcan be accessed by thousands of potential customers. This newedition is packed full of tips, traps to avoid and social mediasuccess stories, plus information on the newer platforms includingVine and Instagram.Social media is a low-cost marketing strategy that can be a hugebonus to small businesses. With the right technique, you can get toknow your customers better, and expand your networks withoutbreaking the bank, all while retaining full control over yourmessage. Marketing with Social Media shows you how best toshape your social media strategy to suit your particular business,with practical advice and expert insight into the components of asuccessful campaign. You'll learn to:Create a profitable social media strategy for yourbusinessExploit each platform to reap the highest returnsMaster the basics of each platform, and optimise yourcontentShape your reputation and promote your social mediaeffortsEarly success is important to the longevity of a resource-poorcompany's campaign. When done correctly, social media can propel asmall business into unprecedented profitability, whereas misguidedor half-hearted attempts result in wasted time. For small businessowners seeking increased exposure without increased expenses,Marketing with Social Media is a roadmap to online socialmedia campaigns.
Marketing with Strategic Empathy: Inspiring Strategy with Deeper Consumer Insight
by Claire BrooksWe are living in an age of continual motion and change, and as a result traditional strategy planning has become outmoded. Every manager, perhaps even every employee, needs to become a strategist. Every strategist, in turn, needs to develop deep consumer insight - or empathy - as a basis for flexible strategy formation. This book offers a practical guide on how to develop and implement a systematic process of strategic empathy to lead to greater effectiveness and day-to-day success. Marketing With Strategic Empathy is written by Claire Brooks, the CEO of the global consulting firm where the strategic empathy framework and processes were developed. She has applied these in many successful projects for international corporations for more than 10 years.
Marketing without Advertising: Brand Preference and Consumer Choice in Cuba (Routledge Advances in Management and Business Studies)
by Emilio Morales Joseph L. ScarpaciIn 1993, in order to stop an economic freefall on the island of Cuba, Fidel Castro’s government reluctantly instituted a series of reforms to compensate for the demise of foreign aid from Moscow. These policies ushered in a broad spectrum of national and international consumer products and services previously unknown to islanders. In a few short years, Cubans were seeing foreign brands among consumer durables and a broad array of logos brought in by tourists. Today, nearly two decades into these limited market reforms, no systematic research has explored consumer brand awareness among 11 millions Cubans living just 90 miles from the United States. The paucity of academic research stems from the challenges of conducting public/consumer opinion, and official state policy contends that consumer wants and needs are satisfied by either a series of generic and Cuban-made brands, or by independent entrepreneurs who provide brandless products and services. Marketing without Advertising analyzes the role, narratives, and behaviour of consumption in Cuba since 1959. It documents how consumer behaviour has changed since the pre-revolutionary period, with special focus on the early 1990s. The book documents the shift from moral-based rewards in the early years of the Revolution, to the rise of material-based incentives. Cubans have long been exposed to foreign mass media in the form of movies, music videos, cable television shows. Although the Internet is highly regulated, the Cuban Diaspora in exile brings back clothing, personal care products, electronic goods, and magazines that increase the awareness of brand logos, jingles, products, and services. These and related findings from the authors' primary research are ripe with marketing implications such as substitution effects, price elasticity, latent demand for certain products and services, and consumer behaviour.
Marketing – Eine Bilanz: Erfolgsfaktorenforschung – Internet-Marketing – Internationales Marketing – Digitalisierung
by Dietrich von der Oelsnitz Udo WagnerDieser Sammelband liefert einen bilanzierenden Einblick sowohl in klassische als auch in neuere Themenwelten der modernen Marketingforschung. Er enthält insgesamt 17 Beiträge renommierter Expertinnen und Experten unterschiedlicher Fachdisziplinen. Die inhaltliche Spannweite reicht dabei vom Internationalen Marketing über die Erfolgsfaktorenforschung und das Internet-Marketing bis hin zu den heutigen Digitalisierungsbestrebungen und den diesbezüglichen Herausforderungen.Die Autoren dokumentieren auf diese Weise nicht nur die bisherigen Entwicklungslinien der Marketingwissenschaft, sondern auch die zukünftigen Herausforderungen und Perspektiven, vor denen diese faszinierende Einzelwissenschaft steht.Zielgruppe sind alle Forscher und allgemein Interessierten, die in verwandten Feldern wie Technologiemanagement, Unternehmensführung, Umweltmanagement, Handelsbetriebslehre, Dienstleistungsmanagement oder Informatik tätig sind.
Marketing, Morality and the Natural Environment (Routledge Advances in Management and Business Studies)
by Andrew CraneThis volume provides a new look at marketing, and in particular the move to establish ostensibly 'green' marketing. Presenting evidence from extensive case studies, these concerns are addressed through an examination of managers' and employees' understanding of the green marketing activities and processes that take part in their organisations.
Marketing, Rhetoric and Control: The Magical Foundations of Marketing Theory (Routledge Studies in Marketing)
by Christopher MilesMarketing, Rhetoric and Control investigates the tensions that surround the place of persuasion (and, more broadly, control) in marketing. Persuasion has variously been seen as an embarrassment to the discipline, a target for anti-marketing sentiment, the source of marketing’s value in the modern organisation, a mysterious black box inside the otherwise rational and logical endeavour of enterprise, and a rather insignificant part of the marketing programme. This book argues that this multifarious reputation for persuasion within marketing stems from the influence of two quite oppositional paradigms – the scientific and the magico-rhetorical – that ebb and flow across the discourses of its discipline and practice. Constructing an interface between original, challenging close readings of texts from the beginnings of the Western rhetorical tradition and an examination of the ways in which marketing has set about describing itself, this text argues for a Sophistic interpretation of marketing. From this perspective, marketing is understood as providing intermediary services to facilitate the continuing exchange of attention and regard between firm/client and stakeholders. It seeks to manage and direct this exchange through an appreciation of the changing rational and irrational motivations of the firm and stakeholders, using these as resources for the construction of both planned and improvised persuasive interactions in agonistic (or competitive) environments. This book is aimed primarily at researchers and academics working in the fields of marketing, marketing communications, and the related disciplines of marketing theory, critical marketing, and digital marketing. It will also be of value to marketing academics in business schools, including those working in the areas of media and communication studies who have an interest in commercial and corporate communication, brand use of interactive media, and communication theory.
Marketing, from Scratch: The Inside Skinny, Fourth Edition
by Kenneth Thompson David StruttonIn some way, we are all trying to sell ourselves for the better. Marketing from Scratch: The Inside Skinny explains that everyone is a marketer provides insight into how marketing is truly everywhere and shares how marketing is everything. It states how nothing happens until someone sells something. Marketing from Scratch: The Inside Skinny integrates fourteen different marketing stories. All of these stories are split into modules. Each of the modules describes different core marketing principles. Most of the stories within the book are true, and all of them should be believed. The main takeaways from Marketing from Scratch: The Inside Skinny: - Marketing is everything - Marketing is everywhere - Everyone is a marketer - Everyone is a consumer - Marketing effects and affects everything and everyone
Marketing-Automation – Erfolgsmodelle aus Forschung und Praxis: Konzepte, Instrumente und Strategien für die Implementierung
by Meike Terstiege Muhsin Cinar Jannik HehemannMarketing-Automation ist ein Treiber von effizientem Marketing und somit ein wesentlicher Faktor des Unternehmenserfolgs. Sie trägt dazu bei, Marketing- und Sales-Prozesse miteinander zu verzahnen und noch effizienter umzusetzen. Dieses praxisorientierte Fachbuch zeigt anhand eines umfassenden und branchenübergreifenden Überblicks die Chancen des Einsatzes von Marketing-Automation in Marketing und Vertrieb. Dabei wird Marketingautomatisierung aus der Sicht von Unternehmen, Beratungen, Agenturen und der aktuellen Wissenschaft vorgestellt. Marketing- und Vertriebsexperten geben anhand von Erfolgsbeispielen Insights zu Strategien, Konzepten und Einsatz von Marketing-Automation. Praxisnahe Handlungsempfehlungen und Checklisten zum erfolgreichen Einsatz von Marketing-Automation runden die Beiträge ab.Das Buch richtet sich vorrangig an Marketing- und Vertriebsexperten aus der Wirtschaft, die die innovativen Möglichkeiten der Marketing-Automation nutzen wollen. Zudem richtet es sich an praxisinteressierte Wissenschaftler sowie an Dozierende und Studierende der Fachbereiche Marketing, Management, Kommunikation, PR und Wirtschaftspsychologie, die ihr Know-how anhand von Best-Practice-Beispielen und Insights aus der Praxis aus- und aufbauen möchten.
Marketing-Einführung: Grundlagen - Überblick - Beispiele
by Michael Kleinaltenkamp Alfred KußDieses Lehrbuch führt in die grundlegenden Konzepte, Methoden und Anwendungen des Marketings ein. Die Autoren gehen auf zentrale Fragestellungen klar und verständlich ein und veranschaulichen diese anhand von Beispielen aus der Unternehmenspraxis. Leser und Leserinnen können sich so ein Basiswissen verschaffen, das ihnen auch den Zugang zu speziellen Teilgebieten ermöglicht.Neu in der 8. Auflage: Alle Kapitel wurden überarbeitet, dabei wurden insbesondere zahlreiche neue Beispiele und aktuelle Entwicklungen, z. B. im Online-Marketing, integriert. Zusätzliche Fragen per App: Laden Sie die Springer Nature Flashcards-App kostenlos herunter und nutzen Sie exklusives Zusatzmaterial, um Ihr Wissen zu prüfen.Der Inhalt- Grundbegriffe des Marketings- Unternehmung und Absatzmarkt- Grundzüge des Käuferverhaltens- Marktforschung- Entwicklung von Marketingstrategien - Produktpolitik- Kommunikationspolitik- Vertriebspolitik- Preispolitik- Schritte der MarketingplanungDie Zielgruppen- Studierende der Betriebswirtschaftslehre und anderer Studiengänge, die Grundkenntnisse des Marketings erwerben möchten. - Praktiker erhalten den erforderlichen Überblick zu wichtigen Marketingaspekten.
Marketing-Einführung: Grundlagen - Überblick - Beispiele
by Michael Kleinaltenkamp Sascha Raithel Alfred Kuß Andreas EggertDieses Lehrbuch führt in die grundlegenden Konzepte, Methoden und Anwendungen des Marketings ein. Die Autoren gehen auf zentrale Fragestellungen klar und verständlich ein und veranschaulichen diese anhand von Beispielen aus der Unternehmenspraxis. Leser und Leserinnen können sich so ein Basiswissen in Bereichen wie Kaufverhalten, Marktforschung, Marketingstrategie, Markenmanagement oder den vier zentralen Marketinginstrumenten verschaffen. Sie erhalten auch einen Einblick in wichtige Teilgebiete wie dem Business-to-Business-, dem Dienstleistungs- oder dem Non-Profit-Marketing. Zielgruppe sind sowohl Studierende der Betriebswirtschaftslehre als auch anderer Studiengänge, die Grundkenntnisse des Marketings erwerben möchten. Praktiker erhalten den erforderlichen Überblick zu wichtigen Marketingaspekten. Die 9. Auflage wurde vollständig überarbeitet und teilweise neu strukturiert. Dies beinhaltet u.a. zwei neue Kapitel zum Markenmanagement sowie zum Zusammenhang von Marketing und Gesellschaft. Zudem wurden aktuelle Entwicklungen, wie z. B. digitale Märkte, sowie zahlreiche neue Beispiele integriert. Andreas Eggert und Sascha Raithel sind in der Autorenschaft neu hinzugekommen. Zusätzliche Fragen per App: Laden Sie die Springer Nature Flashcards-App kostenlos herunter und nutzen Sie exklusives Zusatzmaterial, um Ihr Wissen zu prüfen.
Marketing: 7 Ways To Maximize Your Profits In Any Market (Brian Tracy Success Library)
by Brian TracyFind your company&’s niche in the marketplace when you discover what your customers want, need, and can afford--and then give it to them!Too often, businesses create a product or service and then focus their marketing efforts on trying to convince customers that they need it. However, the key to successful marketing and a successful business is already knowing that what you are offering is what the public has been searching for!Renowned business expert Brian Tracy has provided 21 powerful and proven ideas any business can use immediately to improve their strategic marketing results.In Marketing, Tracy helps you discover how to:Build your customer baseSet yourself apart from the competitionUse market research and focus groups to fuel better decisionsFulfill a basic emotional need for buyersDetermine the correct price point for your offeringsMake the most of your distribution channelsGive customers a reason to switch from your competitors, and more!Complete with time-tested marketing strategies and Tracy&’s trademark wisdom, Marketing is a practical pocket guide that shows you how to overcome the competition, increase sales and profitability, and dominate your market niche.
Marketing: A Critical Introduction (Sage Library In Marketing Ser.)
by Chris HackleyDoes marketing really work for organizations, managers and citizens? How can marketing management be studied and practiced critically? <P><P> This key text introduces the essentials of critical thinking within the field of marketing in easy to read and understandable terms. Integrating critical perspectives with the topics of the typical marketing curriculum, Chris Hackley has produced an indispensable supporting text for upper level, undergraduate and postgraduate Marketing courses. A wide range of issues are covered including:<P> - Historical origins and influences in marketing <P> - Introduction to the concepts of Critical Theory <P> - Marketing 'orientation' and the marketing 'mix' <P> - Critique of marketing principles <P> - Marketing and strategy <P> - The role of research in marketing <P> - Marketing and managerial ideology <P> - Marketing ethics <P> Each chapter includes Chapter Review questions, Case studies reflecting issues in the chapters, along with supporting case questions and reflections, as well as stimulating practical examples.
Marketing: A Critical Textbook (Sage Library In Marketing Ser.)
by Nick Ellis James Fitchett Matthew Higgins Gavin Jack Ming Lim Michael Saren Mark TadajewskiThis four-volume set presents 80 previously published articles. Right up front in the first volume is a listing of additional readings--109 in all--for each theme, suggesting that the decisions about which articles to include were not easy to make. A general introduction and section introductions set the material in context and include discussion of the rationale for the selections and avenues of inquiry and synthesis. The themes include, among others, the domain of macromarketing; society's impact on markets and marketing systems; ethics; distributive justice; controversies pertaining to freer trade, international development assistance, economic growth and reduced poverty, and globalization; sustainable consumption and global warming; and, in conclusion, a selection on problems of the commons. Sources include J. of Marketing, J. of Macromarketing, J. of Public Policy & Marketing, Annual Review of Sociology, The European J. of Development Research, J. of Business Ethics, and J. of Economic Perspectives, among others; many, but not all, are Sage Publications. The three editors are affiliated as follows: Stanley J. Shapiro (emeritus, marketing and business, Simon Fraser U. , Vancouver, Canada); Mark Tadajewski (critical marketing, U. of Leicester, UK), and Clifford J. Shultz II (marketing--particular focus on development in the Balkans, Southeast Asia, and transitional economies generally, Loyola U. Chicago). There is no indexing. Annotation ©2011 Book News, Inc. , Portland, OR (booknews. com)
Marketing: A Sociological Approach
by Kevin MelletMarketing involves a wide range of professions, activities and tools and it plays an increasingly important role in our lives. But what exactly is marketing and how did it come to assume such importance? Who are the marketing professionals, what exactly do they do and what influence do they have in our economy and society? Over the last forty years, sociologists have studied marketing and analysed its practices, techniques and consequences, producing a formidable body of knowledge about the nature of marketing and its impact. This book provides a concise account of these contributions and an introduction to the most important sociological concepts for understanding marketing such as consumption, the market, the organization and culture. Mellet presents marketing not just as a set of techniques but as a pervasive social activity performed by different actors in specific contexts according to particular rules and views. He unpacks the activity of marketing, showing who marketers are, how they think, what they do and how they shape and construct not only markets but also the world we live in. Written in a clear and accessible style, this book is the perfect introduction to marketing from a sociological perspective and it will be used on courses on marketing and the sociology of culture.
Marketing: An Introduction
by Rosalind Masterson David Pickton Nichola PhillipsGet 12 months FREE access to an interactive eBook when purchasing the paperback* * Previous edition winner of the British Book Design and Production Award for "Best Use of Cross Media 2014" * This easy to use resource allows students to switch from digital to the print text and back again, opening windows to the world of marketing through cases that are vibrant and engaged, links that allow students to explore topics in more detail and content to encourage relating theory to practice. Recognizing the importance of ongoing technological and social developments and the increasing connectedness of consumers that has profound implications for the way marketing operates and students learn, the 4th edition demystifies key technologies and terminology, demonstrating where and how emerging digital marketing techniques and tools fit in to contemporary marketing planning and practice. The new edition welcomes a new 3rd author and has been fully updated to include: 31 New case studies (including 5 new end of chapter and 26 new ‘focus boxes’), featuring a greater number of case studies from digital/social media marketing, Uber and the sharing economy, Google and crowdsourcing and Amazon’s drone delivery service. Even more content on digital marketing integrated throughout, including key issues such as social media, mobile marketing, co-creation, cutting edge theory. A fully updated and streamlined interactive eBook led by student feedback. Focus boxes throughout the text such as Global, Consumer, B2B and Ethical - all with a greater emphasis on digital communication - reinforce key marketing trends and relate theory to practice. Each chapter also ends with a case study revolving around topics, issues and companies that students can relate to such as Taylor Swift taking on Spotify. The new edition comes packed with features that can be used in class or uploaded onto a course management system and which students can use in their own self-directed study. Furthermore, the book is complemented by a FREE interactive eBook with access to web links, video links, SAGE journal articles, MCQ’s, podcasts and flashcards, allowing access on the go and encouraging learning and retention whatever the learning style. Suitable as core reading for undergraduate marketing students. *Interactivity only available through Vitalsource eBook included as part of paperback product (ISBN 9781526426321). Access not guaranteed on second-hand copies (as access code may have previously been redeemed).
Marketing: An Introduction
by Rosalind Masterson David Pickton Nichola PhillipsGet 12 months FREE access to an interactive eBook when purchasing the paperback* * Previous edition winner of the British Book Design and Production Award for "Best Use of Cross Media 2014" * This easy to use resource allows students to switch from digital to the print text and back again, opening windows to the world of marketing through cases that are vibrant and engaged, links that allow students to explore topics in more detail and content to encourage relating theory to practice. Recognizing the importance of ongoing technological and social developments and the increasing connectedness of consumers that has profound implications for the way marketing operates and students learn, the 4th edition demystifies key technologies and terminology, demonstrating where and how emerging digital marketing techniques and tools fit in to contemporary marketing planning and practice. The new edition welcomes a new 3rd author and has been fully updated to include: 31 New case studies (including 5 new end of chapter and 26 new ‘focus boxes’), featuring a greater number of case studies from digital/social media marketing, Uber and the sharing economy, Google and crowdsourcing and Amazon’s drone delivery service. Even more content on digital marketing integrated throughout, including key issues such as social media, mobile marketing, co-creation, cutting edge theory. A fully updated and streamlined interactive eBook led by student feedback. Focus boxes throughout the text such as Global, Consumer, B2B and Ethical - all with a greater emphasis on digital communication - reinforce key marketing trends and relate theory to practice. Each chapter also ends with a case study revolving around topics, issues and companies that students can relate to such as Taylor Swift taking on Spotify. The new edition comes packed with features that can be used in class or uploaded onto a course management system and which students can use in their own self-directed study. Furthermore, the book is complemented by a FREE interactive eBook with access to web links, video links, SAGE journal articles, MCQ’s, podcasts and flashcards, allowing access on the go and encouraging learning and retention whatever the learning style. Suitable as core reading for undergraduate marketing students. *Interactivity only available through Vitalsource eBook included as part of paperback product (ISBN 9781526426321). Access not guaranteed on second-hand copies (as access code may have previously been redeemed).
Marketing: An Introduction
by Rosalind Masterson David Pickton Nichola PhillipsThis easy to use resource opens windows to the world of marketing through cases that are vibrant and engaged, links that allow you to explore topics in more detail and content to encourage relating theory to practice. Recognizing the importance of ongoing technological and social developments and the increasing connectedness of consumers that has profound implications for the way marketing operates and students learn, the 5th edition demystifies key technologies and terminology, demonstrating where and how emerging digital marketing techniques and tools fit in to contemporary marketing planning and practice. The new edition has been fully updated to include: New case studies and examples, offering truly global perspectives. Even more content on digital marketing integrated throughout, including key issues such as social media, mobile marketing, co-creation and cutting-edge theory. A new and fully streamlined companion website, featuring a range of resources for students and lecturers. Focus boxes throughout the text such as Global, Research, B2B and Ethical - all with a greater emphasis on digital communication - reinforce key marketing trends and relate theory to practice. Each chapter also ends with a case study revolving around topics, issues and companies that students can relate to. The new edition comes packed with features that can be used in class or for self-directed study.
Marketing: An Introduction
by Rosalind Masterson David Pickton Nichola PhillipsThis easy to use resource opens windows to the world of marketing through cases that are vibrant and engaged, links that allow you to explore topics in more detail and content to encourage relating theory to practice. Recognizing the importance of ongoing technological and social developments and the increasing connectedness of consumers that has profound implications for the way marketing operates and students learn, the 5th edition demystifies key technologies and terminology, demonstrating where and how emerging digital marketing techniques and tools fit in to contemporary marketing planning and practice. The new edition has been fully updated to include: New case studies and examples, offering truly global perspectives. Even more content on digital marketing integrated throughout, including key issues such as social media, mobile marketing, co-creation and cutting-edge theory. A new and fully streamlined companion website, featuring a range of resources for students and lecturers. Focus boxes throughout the text such as Global, Research, B2B and Ethical - all with a greater emphasis on digital communication - reinforce key marketing trends and relate theory to practice. Each chapter also ends with a case study revolving around topics, issues and companies that students can relate to. The new edition comes packed with features that can be used in class or for self-directed study.
Marketing: An Introduction
by Rosalind Masterson David Pickton Nichola PhillipsA comprehensive and foundational text introducing the essential concepts of Marketing. Marketing: An Introduction is an easy-to-read and engaging textbook that would help students not only to understand the theoretical principles but also to learn how to apply them in practice. Recognizing the importance of ongoing technological and social developments and the increasing connectedness of consumers, the book demystifies key technologies and terminologies, demonstrating where and how emerging digital marketing techniques and tools fit into contemporary marketing planning and practice. This textbook will be a useful resource for the students beginning to explore the world of marketing as well as those seeking to gain a deeper understanding of the basic concepts. Key Features: • Explores digital innovations, social media marketing and online campaigns • Illustrates the importance of sustainability and ethical practices to contemporary marketing • Highlights key examples from a major area of employment in marketing, business-to-business (B2B) • Well-researched, relevant case studies, and activities throughout the book
Marketing: An Introduction (9th edition)
by Gary Armstrong Philip KotlerThis best-selling, brief introduction to marketing teaches students marketing using a customer value framework.
Marketing: An Introduction (Eleventh Edition)
by Gary Armstrong Philip KotlerMeant for beginners, the book provides richer understanding of basic marketing concepts, strategies, and practices and emphasizes on the most important goal: putting consumers at the heart of marketing.
Marketing: An Introduction (Twelfth Edition)
by Gary Armstrong Philip KotlerMarketing: An Introduction is intended for use in undergraduate Principles of Marketing courses. It is also suitable for those interested in learning more about the fundamentals of marketing. It shows students how customer value--creating it and capturing it--drives every effective marketing strategy.
Marketing: Because Everyone is a Marketer
by John E. Mello C. Shane Hunt George Deitz"Hello, and welcome to Hunt, Mello, and Deitz's Marketing 3e. Students, particularly non-marketing majors, want to know, 'Why does this course matter to me?' We designed our product to emphasize the universal importance of marketing . . . because everyone is a marketer"--
Marketing: Defined, Explained, Applied
by Michael Levens"Marketing: Defined, Explained, Applied "was written from the ground up to be the most usable reference guide for understanding the principles of marketing. The unique visual and organizational style of the text clearly presents key information that draws readers into the material, allowing them to use their text-rather than passively read it. The second edition features a new format that makes it easier for readers to study and learn the material.
Marketing: Eine Einführung auf der Grundlage von Case Studies (Springer-Lehrbuch)
by Gianfranco Walsh Thomas Kilian Alexander DesenissDieses Lehrbuch richtet sich an alle, die sich fundiert in das Thema Marketing einarbeiten wollen, dabei aber nicht auf anschauliche Praxisbeispiele verzichten möchten. Das Buch führt grundlegend und systematisch in die Konzepte, Methoden und Abläufe des Marketing ein und bietet einen kompakten Überblick über das gesamte Stoffgebiet. Darüber hinaus enthält jedes Hauptkapitel eine aktuelle Fallstudie, die den Kapitelinhalt anschaulich auf ein Praxisbeispiel anwendet. Mit dieser Case-Study-Methode werden konkrete, managementbezogene Phänomene praxisnah beschrieben und problemorientiert analysiert. Neben den klassischen Lehrbuchinhalten (strategisches und operatives Marketing) enthält das Buch Kapitel zum Konsumentenverhalten und zu spezifischen Marketingbereichen wie Dienstleistungs- und Online-Marketing. Dozentenfolien, Kontrollaufgaben und Lösungshinweise finden sich als "Extras im Web".