Is marketing on your study plan? This book provides an easy-to-read overview of this exciting topic and all exam-relevant content from the marketing lecture. Alexander Deseniss shows you how to conduct market research and observe consumer behavior. With this information, you will develop marketing strategies and then choose the right marketing mix to optimally promote your product or service. Using practical examples from everyday marketing, he presents the typical areas of application for marketing and offers tips on how to best prepare for your marketing exam.