Revolution Is to Be Managed -- How Marketing Becomes the ROI Driver Within a Company -- Confidence - The New Currency in … Marketing and Management -- Social CRM - The New Rules of the Game in Leading Customers -- Why Marketing Is Becoming a Service …

General principles of marketing -- Marketing planning and marketing research -- Marketing goals -- Marketing strategy … -- Marketing instruments -- Development of a cohesive marketing concept -- Marketing controlling -- Marketing organization. …This book introduces the fundamentals of marketing and is consistently oriented to the following guiding ideas …