This textbook concisely imparts the full range of analytic concepts and methods needed to optimally support operational marketing decisions. With a practical orientation, it elucidates how to conduct and evaluate marketing analyses, as well as how to apply their findings. Designed for students and practitioners, it is also suitable for self-study.

• Situationsanalyse (Umwelt-, Markt-, Unternehmensanalyse
• Potentialanalyse (Potentialidentifikation, -beschreibung, -schätzung, -bewertung, Zielableitung)
• Strategieanalyse (Analyse von Basisstrategien des Marketing)
• Instrumentalanalyse (Analyse einzelner Marketinginstrumente und des Marketing-Mix)
• Performanceanalyse (Soll-Ist-Vergleiche, Kennzahlensysteme, Target Costing)