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General Basics of Marketing

In: Practice-Oriented Marketing

Author

Listed:
  • Ralf T. Kreutzer

    (Hochschule für Wirtschaft und Recht)

Abstract

In this chapter, the reader learns to recognize marketing in its different forms, to trace the development of marketing, to distinguish between different marketing concepts, to identify marketing-relevant influencing factors, to know different categories of products and their relevance for marketing use, to apply terms to describe markets, to grasp market forms and their implications for marketing, to understand behavioural-scientific aspects of marketing and to take them into account when designing marketing campaigns, to confidently consider insights from neuro-marketing when designing marketing and to master differences between B2B and B2C marketing.

Suggested Citation

  • Ralf T. Kreutzer, 2023. "General Basics of Marketing," Springer Books, in: Practice-Oriented Marketing, chapter 1, pages 1-65, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-39717-3_1
    DOI: 10.1007/978-3-658-39717-3_1
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