Marketing Success Factors (ebook)
A German version of this ebook is available as a print edition.
Details:
- Authors: Prof. Dr. Katja Gelbrich and Prof. em. Dr. Stefan Müller
- 3rd edition, 2025
- Approx. 250 pages: ebook
How to order:
You can order the book from the publisher's website. [Coming soon]
Supplementary material:
Content:
Much has changed in marketing since the publication of the second edition of this textbook. New developments, driven by artificial intelligence, big data analytics, and social media, have transformed the field. As a result of this technological revolution, digital marketing plays an increasingly important role. This thoroughly revised and updated third edition reflects these changes, exploring the impact of digitalization on the marketing mix and its success factors. Key topics include AI-driven product development in product policy, pay-per-use pricing models in pricing policy, augmented reality in distribution policy, and the role of digital assistants, virtual influencers, and #BookTok in communication policy.
In addition, we have further emphasized the close relationship between marketing and business psychology. The topics of consumer behavior, as well as product, pricing, distribution, and communication policy, are each explored in two chapters: a basic chapter, which continues to examine the classical economic perspective, and an additional in-depth chapter, which introduces key concepts and extensions of business psychology. In these chapters, we discuss psychologically driven phenomena such as nudging, social listening, viral seeding, and the boomerang or illusory truth effect. Understanding these concepts helps companies better grasp consumer needs and, in turn, develop more effective marketing strategies.
From the content:
- Development stages of marketing
- Strategic marketing
- Basics and psychology of consumer behavior
- Basics and psychology of product policy
- Basics and psychology of pricing policy
- Basics and psychology of distribution policy
- Basics and psychology of communication policy