This proven hands-on textbook clearly presents the basics of conceptual marketing with a focus on the classical aspects for work in consumer goods: analysis, objectives, strategies, marketing mixes, assessment, and planning. The fifth edition contains added material on important aspects of digitalization such as digital out-of-home advertising and influencer marketing.

Peter M. Runia, Frank Wahl, FOM; Olaf Geyer, Advancy; Christian Thewißen, EnBW