The 4Ps in Marketing-Mix
A German perspective
“The 4 Ps in Marketing-Mix” are part of each marketer’s basic knowledge of the subject. Marketing expert Werner Pepels explains the individual instruments of the marketing mix:°°°°• Product policy (product marketing, performance mix and program design),°°°°• Pricing policy (countervalue mix and effective pricing),°°°°• Promotion policy (classical advertising, online media mix and non-classical advertising),°°°°• Placing policy (distribution mix and sales operations).°°°°Theory-based explanations are combined with practice-oriented applications. In accordance with the chosen perspective, the examples given refer to the German market situation. The text is supported by numerous illustrations in overview form.°°The textbook is aimed at students of business administration (“BWL”) with a focus on marketing. In particular, it is also intended for foreign students who want to learn more about the marketing mix in a language they are familiar with, as well as for marketing managers with an international background and/or English as their working language.
| ISBN | 978-3-8305-5102-7 |
|---|---|
| Medientyp | Buch - Kartoniert |
| Auflage | 1. |
| Copyrightjahr | 2021 |
| Verlag | Berliner Wissenschafts-Verlag |
| Umfang | 253 Seiten |
| Abbildungen | 86 s/w Tab. |
| Format | 15,3 x 22,7 cm |
| Sprache | Englisch |
