Advantages: The standard work on conceptual marketing focuses on marketing objectives, marketing strategies, and the marketing mix, with analyses and examples from various companies and markets.

About the work: This standard work, which established the conceptual approach in marketing, addresses all decisions along the conceptual chain in three main parts (core modules):

• Marketing objectives (1st part)
• Marketing strategies (2nd part)
• Marketing mix (3rd part)

In doing so, not only are the decisions to be made in each case discussed in detail, but their links and coordination necessities are also presented. Two further parts (additional modules) deal with basic questions of marketing management:

• Development, realization, and review (4th part)
• Action-related implementation, including prototypical design of marketing concepts (5th part).