The 4Ps in Marketing-Mix (eBook, PDF)
A German perspective
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¿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...
¿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.
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