The 4 Ps in Marketing-Mix are part of each marketer's 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.
