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Dieses Lehrbuch macht Studierende auf anschauliche Weise mit den Leitprinzipien des Marketing vertraut und vermittelt eine marktorientierte Denkweise. Kurze Lerneinheiten, bersichtliche didaktische Module sowie die begleitende Lernkontrolle sorgen fr eine effektive Wissensvermittlung. Marketing richtet sich damit an alle, die sich mit Fragen der marktorientierten Unternehmensfhrung im Rahmen ihrer Aus- und Weiterbildung (auch im Nebenfach) sowie ihrer beruflichen Praxis auseinandersetzen.
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