This proven standard work provides students on Bachelor's and Master's programmes as well as practitioners with comprehensive basics of marketing management and is dedicated in detail to all new developments in market-oriented corporate management. All chapters have been revised in the 14th edition. In particular, the importance of sustainability has prompted the authors to expand the definition of marketing and give sustainability a particularly important role. As a consequence of this new definition of marketing, the effects of sustainability on market-oriented corporate management are explained at various points in the book (e.g. in chapter 4 on marketing strategy). New developments in Digital Marketing have also been comprehensively taken into account. Additional questions via app: Download the Springer Nature Flashcards app for free and use exclusive additional material to test your knowledge With this comprehensive look at marketing, the new edition continues to live up to its reputation as the "bible of marketing" (w & v - werben und verkaufen).The content Conceptual basics of marketing Buyer behaviour and marketing research Information basics of marketing Marketing objectives Marketing strategies Marketing mix Marketing organisation and implementation Marketing controlling.