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Die Autoren bieten einen kompakten Einstieg in das entscheidungsorientierte Marketing. Im Zentrum steht die Vermittlung eines elementaren Methoden- und Modellverstndnisses. Der Leser soll auf diese Weise in die Lage versetzt werden, qualitatives Faktenwissen mit analytischen Denkprinzipien zu verbinden, um so profunde Marketingentscheidungen treffen oder vorbereiten zu knnen. Die in den einzelnen Kapiteln behandelten Themenstellungen werden, der grundstzlichen Zielsetzung des Buches folgend, sowohl unter qualitativen als auch unter quantitativen Gesichtspunkten behandelt. Der Inhalt Einfhrung in das Marketing Marketingrelevante Grundlagen der Entscheidungstheorie Strategisches Marketing Produktpolitik Preispolitik Kommunikationspolitik Vertriebspolitik.
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