This book is principally intended for students with a background in econoÂ- mics and managerial economics. (In German: Betriebswirtschaftslehre.) To avoid duplication a number of subjects such as the theory of market structures and descriptive data concerning changes in the patterns of consumer expenditures and distribution have been omitted. These subjects are covered sufficiently elsewhere by other authors. At the moment marketing is in a transitionary stage from a mono to a multiÂ- disciplinary approach. In dealing with the subject matter it has thus been necessary to draw on several disciplines and study their contribution to marketing thought. At the same time the omnibus character of marketing induced the author to limit his subject in certain areas. Marketing demands both analytical, synthetic and integrated thinking. To promote the latter at an early stage, certain chapters, including the one on the marketing plan, which strictly speaking should be included under integration in part IV, have been dealt with in advance. The writer’s knowledge of the subject is based, in the first instance, on practical experience. Grateful acknowledgement is extended to all those members of the profession, teachers or practitioners, at home or abroad, with whom the author has come into contact in the course of his work.
