The textbook covers the basic elements of conceptual marketing. The focus is on the marketing of consumer goods, and the fourth edition places special emphasis on brand marketing. The sub-strategic dimension of brand policy is examined in the context of marketing tools. The chapter on contracting policy has been completely restructured. The section on internet marketing has been updated and expanded.

Prof. Dr. Peter M. Runia (FOM); Frank Wahl (FOM); Olaf Geyer (Kienbaum); Dr. Christian Thewißen (FOM)