by Philip Kotler, Gary Armstrong, John Saunders, Veronica Wong · Pearson Studium · tapa dura · ISBN 9783827371768
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«Grundlagen des Marketing» is the marketing manual by Philip Kotler, Gary Armstrong, John Saunders and Veronica Wong (Pearson Studium, hardback).
The book approaches marketing from a management-oriented perspective and is designed as a study and reference manual. It includes numerous German and international examples, case studies and highlights showing how to apply the concepts, and reviews with clear language the trends and essential aspects of modern marketing.
Fourth updated edition, in German, published in 2006; consists of 1135 pages and is an adaptation of the original work «Principles of Marketing».
Aimed at students and lecturers at universities and colleges, as well as professionals who need a guide for daily practice in the company.
Philip Kotler is an American marketing author, consultant, and professor emeritus. He was the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University (1962–2018). He is known for popularizing the concept of the marketing mix. He is the author of over 80 books, including Marketing Management, Principles of Marketing, Kotler on Marketing, Marketing Insights from A to Z, Marketing 4.0, Marketing Places, Marketing of Nations, Chaotics, Market Your Way to Growth, Winning Global Markets, Strategic Marketing for Health Care Organizations, Social Marketing, Social Media Marketing, My Adventures in Marketing, Up and Out of Poverty, and Winning at Innovation. Kotler has described strategic marketing as "the link between society's needs and its pattern of industrial response."
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