Basics of marketing

If you want to understand the basic principles of marketing, then you have come to the right book. It was developed in close collaboration with leading practitioners. The authors, headed by Miroslav Karlíček, head of the marketing department at the Faculty of Economics, introduce new marketers to how marketing works and how it can be used in the competitive battle in a clear and readable way. The book also guides the reader to apply each insight directly to their own marketing project.

The second edition of the book is completely revised and updated with the latest trends in the field. There are also a number of examples from practice. In the book you will find answers to the most important questions: What is marketing and why is it essential to the success of any business? What is the marketing environment and how can it be explored? Which marketing strategy to choose? How to create the right „ product“, what price to give it, how to promote it and how to ensure its availability­?