TY - BOOK AU - Katja Gelbrich AU - Stefan Müller PY - 2025 CY - München, Deutschland PB - Vahlen SN - 9783800674855 TI - Marketing Success Factors T2 - Marketing Tools and Insights from Business Psychology UR - https://vahlen.openpublishing.com/document/1592498 N2 - “The compact textbook provides a short, concise and didactically skillful introduction to marketing”
(Erfurter Hefte zum angewandten Marketing)


Prof. Dr. Katja Gelbrich heads the chair of International Management at Catholic University of Eichstätt-Ingolstadt and was previously head of the chair of Marketing at Ilmenau Technical University.
Prof. em. Dr. Stefan Müller taught marketing at TU Dresden.


In twelve chapters, Gelbrich & Müller introduce the theory and practice of marketing and present its success factors in an easy-to-understand way. This textbook is designed for a one-semester introductory marketing course in the bachelor's program. In addition to the growing importance of digital marketing and social media, special attention is paid to the fundamentals of marketing in business psychology.
The authors place particular emphasis on didactic quality. In addition to numerous figures, marginal notes explaining key terms, numerous examples and interesting empirical findings, a comprehensive glossary deepens the explanations. The glossary can be found at www.ku.de/en/wfi/im/books/erfolgsfaktoren-des-marketing

From the contents:
KW - Absatzwege, Artificial Intelligence, Business Psychology, Data Analytics, digital Marketing, Digitalisation, Digitalisierung, Käuferverhalten, Kommunikation, Künstliche Intelligenz, Markenartikel, Marketing Strategies, Marketing-Konzeption, Marketing-Mix, Platform Business Models, Plattform-Geschäftsmodelle, Preispsychologie, Social Media, Social Media Marketing, Soziale Medien, Übungsaufgaben LA - Englisch ER -