Marketing (engl.

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Recommended literature - Fall 2011
In the following please find a list of recommended literature that may help you in your preparation for the final exam. For further literature please see the script (P. 6-7) and references indicated on the slides.

Introduction to the discipline of marketing Kotler, P./Keller, K. L. (2009): Marketing Management, 13th ed., Upper Saddle River: Pearson - Prentice Hall. - P. 42-71. - P. 220-231. Fundamentals of marketing information Kotler, P./Keller, K. L. (2009): Marketing Management, 13th ed., Upper Saddle River: Pearson - Prentice Hall. - P. 74-76. - P. 89-92. - P. 130-145. - P. 318-328. - P. 332-339. Consumer behavior Kotler, P./Keller, K. L. (2009): Marketing Management, 13th ed., Upper Saddle River: Pearson - Prentice Hall. - P. 188-219. - P. 220-245. Kuss, A. (2009): Grundzge des Kuferverhaltens, in: Kuss, A./Kleinaltenkamp, M.: Marketing-Einfhrung, 4. Aufl., Wiesbaden: Gabler. (Translated) Marketing strategy Kotler, P./Keller, K. L. (2009): Marketing Management, 13th ed., Upper Saddle River: Pearson - Prentice Hall. P. 246-273. Tomczak, T./Reinecke, S./Mhlmeier, S. (2004): The task-oriented Approach. Working Paper. Brand management Kotler, P./Keller, K. L. (2009): Marketing Management, 13th ed., Upper Saddle River: Pearson - Prentice Hall. P. 274-305. Tomczak, T./Brexendorf, T.O. (2005): Markenmanagement, Arbeitspapier, Institut fr Marketing und Handel, St. Gallen. (Translated) Sales Management Kotler, P./Keller, K. L. (2009): Marketing Management, 13th ed., Upper Saddle River: Pearson - Prentice Hall. - P. 570-603.