The book focuses on fundamental scientific and methodological questions in marketing science. In addition, Alfred Kuss presents the nature and international development of the field of marketing research and provides a brief overview of important focal points in marketing research. The book offers a concise and easily understandable presentation of the individual subfields and helps readers find their way into the area of marketing theory as well as access the relevant international literature. New in the 3rd edition: The methodology section and the philosophy of science have been revised and expanded.