Professionals and career changers will receive a solid introduction to the topic of marketing here. The authors discuss product and pricing policies, explain sales strategies, and communication tools. They demonstrate how to calculate marketing budgets and how marketing controlling works. Both traditional marketing and the diverse opportunities in online marketing are addressed. Content includes: What is marketing and what can companies achieve through marketing? How do markets differ and what are the key differentiation factors? Step-by-step guide to marketing concepts. The marketing mix and its elements. How successful customer relationship management works. New in the 5th edition: Mobile marketing, social media marketing, sustainability in marketing. Digital extras: Excel calculators, checklists, forms.