Beschreibung
Marketing: Principles and Practice
A management-oriented approach – 5th updated and enlarged Edition
– The Standard Work of Holistic Marketing
– Ranked among the best marketing management books in the world
– by Prof. Dr. Svend Hollensen and Prof. Dr. Marc Oliver Opresnik
About the book
The Standard Work of Holistic Marketing ranked among the best marketing management books in the world by Domendos.com his updated and expanded 5th edition of this classic, voted one of the best marketing books in the world by, provides a comprehensive grounding in marketing and strategic marketing management. The book provides an easy-to-understand overview of the latest developments including metaverse and AI. This edition has also been enriched with up-to-date company case studies that show how tools and strategies are applied in practice. In addition, this standard work of holistic marketing is structured according to the marketing management process, giving both students and practitioners a comprehensive overview.
The book has also been enriched with marketing highlights and case studies, which show the tools and strategies applied in practice
In line with the book’s integrative approach and the triple bottom line concept with the pillars “People, Planet, Profit”, each book donates 1 meal for 1 person in need through the “ShareTheMeal” initiative of the United Nations World Food Programme. The “Opresnik and Friends” initiative founded by Marc Opresnik with the motto “Building a better world through education” and the “Opresnik Hollensen Group” are committed to supporting the United Nations 2030 Agenda with its 17 Sustainable Development Goals (SDGs). We focus on goals 2 “No Hunger” and 4 “Quality Education”.
„Opresnik and Friends“ support „ShareTheMeal“
In line with the book’s integrative approach and the triple bottom line concept with the pillars “People, Planet, Profit”, each book donates 1 meal for 1 person in need through the “ShareTheMeal” initiative of the United Nations World Food Programme. The “Opresnik and Friends” initiative founded by Marc Opresnik with the motto “Building a better world through education” and the “Opresnik Hollensen Group” are committed to supporting the United Nations 2030 Agenda with its 17 Sustainable Development Goals (SDGs). We focus on goals 2 “No Hunger” and 4 “Quality Education”.
By scanning the QR code below, you can see the current status of this challenge and continue to support us in making the world a little better and achieving the goal #disrupthunger by 2030.
Endorsements
“In one word: Unique. In two words: A milestone. In one sentence: This easy-to-read book demonstrates through case studies and practical examples as well as the holistic presentation why it is simply the standard work of holistic marketing.”
Christoph Schweizer, Managing Director, TraveKom GmbH
“This thoroughly engaging textbook provides a concise introduction to the theory and practice of marketing management in the 21st century. It is systematically structured around the marketing planning process and written in a clear, lively and practical style. It is therefore perfect for students and practitioners alike.”
Univ.- Prof. Dr. Dr. h.c. Marko Sarstedt, Chair of Marketing, LMU Munich
The authors
Svend Hollensen is an Associate Professor of International Marketing at the University of Southern Denmark. He is the author of globally published textbooks and several articles in well-recognised journals. Svend Hollensen has also worked as a consultant for several multinational companies, as well as global organizations like the World Bank.
Marc Oliver Opresnik is a Distinguished Professor of Marketing at the Technische Hochschule Lübeck as well as a Member of the Board of Directors at SGMI Management Institute St. Gallen and TEDx Speaker. He is Chief Research Officer at Kotler Impact Inc. and a global co-author of marketing legend Philip Kotler. With his many years of international experience, Marc Opresnik is one of the world’s most renowned marketing, management and negotiation experts.
