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Welcome to the working material for the 8th edition of the book: Marketing - Introduction to Theory and Practice by Andreas Scharf, Bernd Schubert, Patrick Hehn and Stephanie Glassl

Dear reader,

We are pleased that you are working with the new edition and have now found your way from the book to the additional material provided here.

With a click on the desired Chapter to access the list of titles.

At the beginning of each chapter in the textbook, you will find a direct link to the additional material in the chapter. The ✚ symbol and a short title are used at selected points in the text.

Further down on this page you will find the Quiz to check learning objectives. This is still under construction and will be added to on an ongoing basis.

Additional material

Chapter 1

Chapter 2

Chapter 3

Chapter 4

Chapter 5

Chapter 6

Chapter 7

Chapter 8

Chapter 9

Chapter 10

Authors

A man with curly grey hair and glasses, dressed in a white shirt and a dark jumper. He looks friendly into the camera and is part of the team of authors of the marketing textbook.

Prof Dr Andreas Scharf

Prof Dr Andreas Scharf taught business administration, in particular marketing, at the University of Göttingen and Nordhausen University of Applied Sciences for many years. He teaches at the Welfenakademie in Braunschweig and is a founding partner and member of the advisory board of the Institut für Sensorikforschung und Innovationsberatung GmbH in Göttingen.

An older man with a bald head, glasses and a grey beard, wearing a white shirt and a black jacket. He smiles at the camera and is the co-author of the marketing textbook.

Prof Dr em. Bernd Schubert

Prof Dr em. Bernd Schubert taught business administration, in particular marketing, at the Harz University of Applied Sciences in Wernigerode and is a founding partner and member of the advisory board of the Institute for Sensory Research and Innovation Consulting in Göttingen. He teaches at the Welfenakademie in Braunschweig and is head of marketing studies at the Wirtschafts- und Verwaltungsakademie Göttingen.

a middle-aged man with short, light brown hair, wearing a checked shirt and a grey jacket. He stands smiling in a modern office building and is one of the authors of the marketing textbook.

Prof Dr Patrick Hehn

Prof Dr Patrick Hehn teaches business administration, in particular marketing and consumer psychology, at the Harz University of Applied Sciences in Wernigerode. He previously worked in market research for many years. He is a board member of the German Association for Sensory Science.

Portrait Stephanie Glassl

Stephanie Glassl (M.A.)

Stephanie Glassl (M.A.) teaches marketing at Nordhausen University of Applied Sciences. As a research assistant, she also heads the sensor technology and market research laboratory and is a member of the university's Institute for Digitalisation, Innovation and Change (DICH).