The textbook scientifically and rigorously presents the competencies required for the operational implementation of marketing, which is a core component of modern business administration education, while also being comprehensible and concise. The focus is on the subfields of the modern marketing mix for tangible goods, supplemented by relevant concepts from service marketing. The structure of the work follows a distinctly application-oriented approach. The concise and clear presentation, along with the logical organization, guides the reader. Practice exercises with solutions within the framework of a cross-instrument case study make the theoretical knowledge transparent.