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.
1. Auflage 2017
152 Seiten, 21 x 29,7 cm, Softcover
ISBN 978-3-85932-871-6, CHF 39.90 / EUR 30.–
Published in June 2017