MARKETING – ANALYSIS AND STRATEGY

For the 15th edition of Marketing Strategy and Analysis, Richard Kühn and his new co-author Urs Fuhrer have extensively revised this textbook and updated numerous examples, checklists and work sheets. Two comprehensive examples were added to Attachment I and II for the purpose of illustrating the marketing analysis as well as for determining the marketing mix concept. In addition to that, Chapter 1 was supplemented by a sub-chapter, which further describes the marketing term and the explanations of the problem diagnosis in Chapter 4 were revised. As with previous editions, an extensive Glossary of core terms complements this proven textbook.

Autor: Richard Kühn, Urs Fuhrer

1. Auflage 2017

152 Seiten, 21 x 29,7 cm, Softcover

ISBN 978-3-85932-871-6, CHF 39.90 / EUR 31.– 

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