Basic Terms and Concepts of Marketing

Manfred Bruhn ()
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Manfred Bruhn: Faculty of Business and Economics, University of Basel

Chapter Kapitel 1 in Principles of Marketing, 2025, pp 1-24 from Springer

Abstract: Abstract In this chapter, you will familiarize yourself with the marketing term as well as central perspectives of marketing and trace the historical development of marketing. You gain insights into the mindset and tasks of marketing, deal with the identification and definition of markets, engage with systematic decision-making behavior, recognize new developments in marketing and learn about the institutional characteristics of marketing in different sectors. A particular concern of this chapter is to understand marketing as market-oriented decision behavior of companies.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-45834-8_1

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DOI: 10.1007/978-3-658-45834-8_1

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