The 4 Ps in Marketing-Mix are part of each marketers basic knowledge of the subject. Marketing expert Werner Pepels explains the individual instruments of the marketing mix:°°°° Product policy (product marketing, performance mix and program design),°°°° Pricing policy (countervalue mix and effective pricing),°°°° Promotion policy (classical advertising, online media mix and non-classical advertising),°°°° Placing policy (distribution mix and sales operations).°°°°Theory-based explanations are combined with practice-oriented applications. In accordance with the chosen perspective, the examples given refer to the German market situation. The text is supported by numerous illustrations in overview form.°°The textbook is aimed at students of business administration (BWL) with a focus on marketing. In particular, it is also intended for foreign students who want to learn more about the marketing mix in a language they are familiar with, as well as for marketing managers with an international background and/or English as their working language.

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