The 4Ps in Marketing-Mix

A German perspective

Werner Pepels (Autor)

Buch | Softcover

253 Seiten

2021
Berliner Wissenschafts-Verlag
978-3-8305-5102-7 (ISBN)

Infos

"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.

Produkt-Details

• Erscheinungsdatum: 20.10.2021
• Verlagsort: DE
• Sprache: englisch
• Maße: 153 x 227 mm
• Gewicht: 371 g
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Schlagworte: 4 P • classical advertising • countervalue mix • effective pricing • Marketing instruments • Marketing Mix • performance mix • pricing policy • Product Marketing • product policy • Program Design • Promotion policy
• ISBN-10: 3-8305-5102-9 / 3830551029
• ISBN-13: 978-3-8305-5102-7 / 9783830551027
• Zustand: Neuware