{"id":37361,"date":"2026-01-16T17:35:09","date_gmt":"2026-01-16T16:35:09","guid":{"rendered":"https:\/\/www.hs-nordhausen.de\/?page_id=37361"},"modified":"2026-01-20T10:45:58","modified_gmt":"2026-01-20T09:45:58","slug":"marketing-textbook","status":"publish","type":"page","link":"https:\/\/www.hs-nordhausen.de\/en\/marketing-lehrbuch\/","title":{"rendered":"Marketing textbook"},"content":{"rendered":"<div  class=\"spacer_wrap dyn\" aria-hidden=\"true\"><div class=\"wp-block-spacer inner-sm inner-md inner-lg\" style=\"height:calc(2em * 0.8)\" aria-hidden=\"true\"><\/div><div class=\"wp-block-spacer inner-xl\" style=\"height:2em\" aria-hidden=\"true\"><\/div><\/div>\n\n\n<nav aria-label=\"breadcrumbs\" class=\"rank-math-breadcrumb\"><p><span class=\"last\">Home<\/span><\/p><\/nav>\n\n\n<div  class=\"gs_pj9ffA row_wrap has-background\"><div id='bg_69f3c5c52a33b' class='greyd-background bg_full'>\n\t\t\t\t\t\t\t\t<div class='bg_color'><\/div>\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/div>\n<div class=\"wp-block-columns row_xxl has-color-13-background-color has-background is-layout-flex wp-container-core-columns-is-layout-3fec90f0 wp-block-columns-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:var(--wp--preset--spacing--30)\">\n<div class=\"wp-block-column is-vertically-aligned-center hidden-xs hidden-sm col-12 col-sm-12 col-md-12 col-lg-12 is-layout-flow wp-block-column-is-layout-flow\" style=\"padding-top:var(--wp--preset--spacing--40);padding-right:var(--wp--preset--spacing--30);padding-bottom:var(--wp--preset--spacing--50);padding-left:var(--wp--preset--spacing--30)\">\n<div class=\"wp-block-group is-vertical is-layout-flex wp-container-core-group-is-layout-c2991436 wp-block-group-is-layout-flex\" style=\"padding-top:var(--wp--preset--spacing--40)\">\n<h1 class=\"wp-block-heading has-text-align-left dyn has-color-31-color has-text-color gs_0dysQS\" id=\"h-post-titel\"><span data-tag=\"title\" data-params=\"\" class=\"is-tag\">Post title<\/span><\/h1>\n\n\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-bottom hidden-md hidden-lg col-12 col-sm-12 col-md-8 col-lg-8 is-layout-flow wp-block-column-is-layout-flow\" style=\"padding-left:var(--wp--preset--spacing--30)\">\n<h1 class=\"wp-block-heading has-text-align-center dyn has-color-31-color has-text-color gs_Qz9dg4\" id=\"h-post-titel-0\"><span data-tag=\"title\" data-params=\"\" class=\"is-tag\">Post title<\/span><\/h1>\n<\/div>\n\n\n\n<div class=\"wp-block-column hidden-md hidden-lg col-12 col-sm-auto is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n<\/div>\n\n<div  class=\"spacer_wrap dyn\" aria-hidden=\"true\"><div class=\"wp-block-spacer inner-sm\" style=\"height:calc(2em * 0.4)\" aria-hidden=\"true\"><\/div><div class=\"wp-block-spacer inner-md\" style=\"height:calc(2em * 0.6)\" aria-hidden=\"true\"><\/div><div class=\"wp-block-spacer inner-lg\" style=\"height:calc(2em * 0.8)\" aria-hidden=\"true\"><\/div><div class=\"wp-block-spacer inner-xl\" style=\"height:2em\" aria-hidden=\"true\"><\/div><\/div>\n\n<div  class=\"row_wrap\">\n<div class=\"wp-block-columns row_xxl is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column col-12 is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:44.45%;width:44.45%\">\n<p class=\"has-h-3-font-size\">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<\/p>\n\n\n\n<div class=\"wp-block-media-text is-stacked-on-mobile is-vertically-aligned-top is-style-has-shadow\" style=\"padding-top:var(--wp--preset--spacing--50);padding-bottom:var(--wp--preset--spacing--50);grid-template-columns:25% auto\"><figure class=\"wp-block-media-text__media\"><img decoding=\"async\" width=\"1200\" height=\"1623\" src=\"https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2025\/12\/978-3-7910-6124-5.jpg\" alt=\"\" class=\"wp-image-37484 size-full\" title=\"\" srcset=\"https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2025\/12\/978-3-7910-6124-5.jpg 1200w, https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2025\/12\/978-3-7910-6124-5-222x300.jpg 222w, https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2025\/12\/978-3-7910-6124-5-111x150.jpg 111w, https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2025\/12\/978-3-7910-6124-5-768x1039.jpg 768w, https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2025\/12\/978-3-7910-6124-5-1136x1536.jpg 1136w, https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2025\/12\/978-3-7910-6124-5-9x12.jpg 9w, https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2025\/12\/978-3-7910-6124-5-47x64.jpg 47w, https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2025\/12\/978-3-7910-6124-5-18x24.jpg 18w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<div class=\"wp-block-group\" style=\"padding-right:var(--wp--preset--spacing--50);padding-left:var(--wp--preset--spacing--50)\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-container-core-group-is-layout-f3e0733b wp-block-group-is-layout-constrained\">\n<p>Dear reader,<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<div class=\"wp-block-group dyn has-color-13-background-color has-background is-nowrap is-layout-flex wp-container-core-group-is-layout-3b14f79f wp-block-group-is-layout-flex gs_zhR72v group_wrap\" style=\"padding-top:var(--wp--preset--spacing--30);padding-right:var(--wp--preset--spacing--30);padding-bottom:var(--wp--preset--spacing--30);padding-left:var(--wp--preset--spacing--30)\">\n<div class=\"wp-block-outermost-icon-block\"><div class=\"icon-container\" style=\"width:48px;transform:rotate(0deg) scaleX(1) scaleY(1)\"><svg id=\"Ebene_1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewbox=\"0 0 40 28\"><defs><style>\n      .cls-1{fill:#a78bc0;}\n    <\/style><\/defs><path class=\"cls-1\" d=\"M24,8H0v4h24v-4ZM24,0H0v4h24V0ZM32,16v-8h-4v8h-8v4h8v8h4v-8h8v-4h-8ZM0,20h16v-4H0v4Z\"><\/path><\/svg><\/div><\/div>\n\n\n\n<div class=\"wp-block-group is-vertical is-layout-flex wp-container-core-group-is-layout-8cf370e7 wp-block-group-is-layout-flex gs_c258PF group_wrap\">\n<p>With a click on the desired <span class=\"is-button link\" data-type=\"scroll\" data-params=\"&quot;kapitel-1&quot;\">Chapter<\/span> to access the list of titles.<\/p>\n\n\n\n<p>At the beginning of each chapter in the textbook, you will find a direct link to the additional material in the chapter. The \u271a symbol and a short title are used at selected points in the text.<\/p>\n\n\n\n<p>Further down on this page you will find the <span class=\"is-button link\" data-type=\"scroll\" data-params=\"&quot;quiz-link&quot;\">Quiz to check learning objectives<\/span>. This is still under construction and will be added to on an ongoing basis.<\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div><\/div>\n\n\n<div  class=\"spacer_wrap\" aria-hidden=\"true\"><div class=\"wp-block-spacer inner-sm\" style=\"height:calc(100px * 0.4)\" aria-hidden=\"true\"><\/div><div class=\"wp-block-spacer inner-md\" style=\"height:calc(100px * 0.6)\" aria-hidden=\"true\"><\/div><div class=\"wp-block-spacer inner-lg\" style=\"height:calc(100px * 0.8)\" aria-hidden=\"true\"><\/div><div class=\"wp-block-spacer inner-xl\" style=\"height:100px\" aria-hidden=\"true\"><\/div><\/div>\n\n\n<h2 class=\"wp-block-heading\">Additional material<\/h2>\n\n\n\n<div class=\"wp-block-group is-layout-grid wp-container-core-group-is-layout-1b688c2e wp-block-group-is-layout-grid\"><div  id=\"kapitel-1\" class=\"dynamic\">\n<div id=\"greyd-69f3c5c52beea\" class=\"wp-block-greyd-box dyn gs_ze3ZpU greyd-content-box gs_ze3ZpU has-trigger\"><a class=\"hidden-trigger-link\"  href=\"https:\/\/www.hs-nordhausen.de\/en\/marketing-textbook\/marketing-textbook-additional-material-chapter-1\/\" title=\"Additional material chapter 1\"><\/a>\n<div class=\"wp-block-group has-color-23-background-color has-background is-content-justification-center is-layout-flex wp-container-core-group-is-layout-64b26803 wp-block-group-is-layout-flex gs_2PN3HQ group_wrap\">\n<h3 class=\"has-text-align-center dyn wp-block-heading\" id=\"h-\">Chapter 1<\/h3>\n<\/div>\n\n\n<\/div>\n<\/div>\n\n\n<div id=\"greyd-69f3c5c52ca07\" class=\"wp-block-greyd-box dyn gs_ze3ZpU greyd-content-box gs_ze3ZpU has-trigger\"><a class=\"hidden-trigger-link\"  href=\"https:\/\/www.hs-nordhausen.de\/en\/marketing-textbook\/additional-material-chapter-2\/\" title=\"Additional material chapter 2\"><\/a>\n<div class=\"wp-block-group has-color-23-background-color has-background is-content-justification-center is-layout-flex wp-container-core-group-is-layout-64b26803 wp-block-group-is-layout-flex gs_2PN3HQ group_wrap\">\n<h3 class=\"has-text-align-center dyn wp-block-heading\" id=\"h-\">Chapter 2<\/h3>\n<\/div>\n\n\n<\/div>\n\n\n\n<div id=\"greyd-69f3c5c52d318\" class=\"wp-block-greyd-box dyn gs_ze3ZpU greyd-content-box gs_ze3ZpU has-trigger\"><a class=\"hidden-trigger-link\"  href=\"https:\/\/www.hs-nordhausen.de\/en\/marketing-textbook\/additional-material-chapter-3\/\" title=\"Additional material chapter 3\"><\/a>\n<div class=\"wp-block-group has-color-23-background-color has-background is-content-justification-center is-layout-flex wp-container-core-group-is-layout-64b26803 wp-block-group-is-layout-flex gs_2PN3HQ group_wrap\">\n<h3 class=\"has-text-align-center dyn wp-block-heading\" id=\"h-\">Chapter 3<\/h3>\n<\/div>\n\n\n<\/div>\n\n\n\n<div id=\"greyd-69f3c5c52dbd9\" class=\"wp-block-greyd-box dyn gs_ze3ZpU greyd-content-box gs_ze3ZpU has-trigger\"><a class=\"hidden-trigger-link\"  href=\"https:\/\/www.hs-nordhausen.de\/en\/marketing-textbook\/additional-material-chapter-4\/\" title=\"Additional material Chapter 4\"><\/a>\n<div class=\"wp-block-group has-color-23-background-color has-background is-content-justification-center is-layout-flex wp-container-core-group-is-layout-64b26803 wp-block-group-is-layout-flex gs_2PN3HQ group_wrap\">\n<h3 class=\"has-text-align-center dyn wp-block-heading\" id=\"h-\">Chapter 4<\/h3>\n<\/div>\n\n\n<\/div>\n\n\n\n<div id=\"greyd-69f3c5c52e470\" class=\"wp-block-greyd-box dyn gs_ze3ZpU greyd-content-box gs_ze3ZpU has-trigger\"><a class=\"hidden-trigger-link\"  href=\"https:\/\/www.hs-nordhausen.de\/en\/marketing-textbook\/additional-material-chapter-5\/\" title=\"Additional material Chapter 5\"><\/a>\n<div class=\"wp-block-group has-color-23-background-color has-background is-content-justification-center is-layout-flex wp-container-core-group-is-layout-64b26803 wp-block-group-is-layout-flex gs_2PN3HQ group_wrap\">\n<h3 class=\"has-text-align-center dyn wp-block-heading\" id=\"h-\">Chapter 5<\/h3>\n<\/div>\n\n\n<\/div>\n\n\n\n<div id=\"greyd-69f3c5c52ecfb\" class=\"wp-block-greyd-box dyn gs_ze3ZpU greyd-content-box gs_ze3ZpU has-trigger\"><a class=\"hidden-trigger-link\"  href=\"https:\/\/www.hs-nordhausen.de\/en\/marketing-textbook\/additional-material-chapter-6\/\" title=\"Additional material Chapter 6\"><\/a>\n<div class=\"wp-block-group has-color-23-background-color has-background is-content-justification-center is-layout-flex wp-container-core-group-is-layout-64b26803 wp-block-group-is-layout-flex gs_2PN3HQ group_wrap\">\n<h3 class=\"has-text-align-center dyn wp-block-heading\" id=\"h-\">Chapter 6<\/h3>\n<\/div>\n\n\n<\/div>\n\n\n\n<div id=\"greyd-69f3c5c52f576\" class=\"wp-block-greyd-box dyn gs_ze3ZpU greyd-content-box gs_ze3ZpU has-trigger\"><a class=\"hidden-trigger-link\"  href=\"https:\/\/www.hs-nordhausen.de\/en\/marketing-textbook\/additional-material-chapter-7\/\" title=\"Additional material Chapter 7\"><\/a>\n<div class=\"wp-block-group has-color-23-background-color has-background is-content-justification-center is-layout-flex wp-container-core-group-is-layout-64b26803 wp-block-group-is-layout-flex gs_2PN3HQ group_wrap\">\n<h3 class=\"has-text-align-center dyn wp-block-heading\" id=\"h-\">Chapter 7<\/h3>\n<\/div>\n\n\n<\/div>\n\n\n\n<div id=\"greyd-69f3c5c52fde4\" class=\"wp-block-greyd-box dyn gs_ze3ZpU greyd-content-box gs_ze3ZpU has-trigger\"><a class=\"hidden-trigger-link\"  href=\"https:\/\/www.hs-nordhausen.de\/en\/marketing-textbook\/additional-material-chapter-8\/\" title=\"Additional material Chapter 8\"><\/a>\n<div class=\"wp-block-group has-color-23-background-color has-background is-content-justification-center is-layout-flex wp-container-core-group-is-layout-64b26803 wp-block-group-is-layout-flex gs_2PN3HQ group_wrap\">\n<h3 class=\"has-text-align-center dyn wp-block-heading\" id=\"h-\">Chapter 8<\/h3>\n<\/div>\n\n\n<\/div>\n\n\n\n<div id=\"greyd-69f3c5c53006e\" class=\"wp-block-greyd-box dyn gs_ze3ZpU greyd-content-box gs_ze3ZpU\">\n<div class=\"wp-block-group has-color-23-background-color has-background is-content-justification-center is-layout-flex wp-container-core-group-is-layout-64b26803 wp-block-group-is-layout-flex gs_2PN3HQ group_wrap\">\n<h3 class=\"has-text-align-center dyn wp-block-heading\" id=\"h-\">Chapter 9<\/h3>\n<\/div>\n\n\n<\/div>\n\n\n\n<div id=\"greyd-69f3c5c530a51\" class=\"wp-block-greyd-box dyn gs_ze3ZpU greyd-content-box gs_ze3ZpU has-trigger\"><a class=\"hidden-trigger-link\"  href=\"https:\/\/www.hs-nordhausen.de\/en\/marketing-textbook\/additional-material-chapter-10\/\" title=\"Additional material Chapter 10\"><\/a>\n<div class=\"wp-block-group has-color-23-background-color has-background is-content-justification-center is-layout-flex wp-container-core-group-is-layout-64b26803 wp-block-group-is-layout-flex gs_2PN3HQ group_wrap\">\n<h3 class=\"has-text-align-center dyn wp-block-heading\" id=\"h-\">Chapter 10<\/h3>\n<\/div>\n\n\n<\/div>\n<\/div>\n\n\n<div  id=\"quiz-link\" class=\"dynamic\">\n<div id=\"greyd-69f3c5c531362\" class=\"wp-block-greyd-box dyn gs_ze3ZpU greyd-content-box gs_ze3ZpU has-trigger\"><a class=\"hidden-trigger-link\"  href=\"https:\/\/www.hs-nordhausen.de\/en\/marketing-textbook\/marketing-textbook-quiz-to-check-learning-objectives\/\" title=\"Marketing textbook: Quiz to check learning objectives\"><\/a>\n<div class=\"wp-block-group has-color-23-background-color has-background is-content-justification-center is-layout-flex wp-container-core-group-is-layout-64b26803 wp-block-group-is-layout-flex gs_2PN3HQ group_wrap\">\n<h3 class=\"has-text-align-center dyn wp-block-heading\" id=\"h-\">Quiz to check learning objectives<\/h3>\n<\/div>\n\n\n<\/div>\n<\/div>\n\n<div  class=\"spacer_wrap\" aria-hidden=\"true\"><div class=\"wp-block-spacer inner-sm\" style=\"height:calc(100px * 0.4)\" aria-hidden=\"true\"><\/div><div class=\"wp-block-spacer inner-md\" style=\"height:calc(100px * 0.6)\" aria-hidden=\"true\"><\/div><div class=\"wp-block-spacer inner-lg\" style=\"height:calc(100px * 0.8)\" aria-hidden=\"true\"><\/div><div class=\"wp-block-spacer inner-xl\" style=\"height:100px\" aria-hidden=\"true\"><\/div><\/div>\n\n\n<div class=\"wp-block-group animate-when-almost-visible bottom-to-top\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\">Authors<\/h2>\n\n\n<div  class=\"row_wrap\">\n<div class=\"wp-block-columns row_xxl is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column col-12 col-md-6 is-layout-flow wp-block-column-is-layout-flow\">\n<div id=\"greyd-69f3c5c533592\" class=\"wp-block-greyd-box dyn gs_VEJ2yN greyd-content-box gs_VEJ2yN has-trigger\"><a class=\"hidden-trigger-link\"  href=\"https:\/\/www.hs-nordhausen.de\/en\/marketing-lehrbuch\/\" title=\"Marketing textbook\"><\/a><div  class=\"gs_nKSyFu row_wrap\">\n<div class=\"wp-block-columns row_xxl dyn is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-stretch col-3 is-layout-flow wp-block-column-is-layout-flow\" style=\"padding-top:0;padding-right:0;padding-bottom:0;padding-left:0;flex-basis:33.34%\"><figure style=\"padding-right:0;padding-left:0;\" class=\"wp-block-image greyd-image dyn  gs_bXjRmV\"><img decoding=\"async\" style=\"width: auto; \" width=\"591\" height=\"886\" src=\"https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Scharf.jpg\" class=\"wp-image-38191\" alt=\"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.\" srcset=\"https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Scharf.jpg 591w, https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Scharf-200x300.jpg 200w, https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Scharf-100x150.jpg 100w, https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Scharf-8x12.jpg 8w, https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Scharf-43x64.jpg 43w, https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Scharf-16x24.jpg 16w\" sizes=\"(max-width: 591px) 100vw, 591px\" title=\"\"><\/figure><\/div>\n\n\n\n<div class=\"wp-block-column col-9 has-color-33-background-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"padding-top:0;padding-right:0;padding-bottom:0;padding-left:0;flex-basis:33.34%\">\n<div class=\"wp-block-group dyn is-vertical is-layout-flex wp-container-core-group-is-layout-bd4f7955 wp-block-group-is-layout-flex\" style=\"padding-top:var(--wp--preset--spacing--50);padding-right:var(--wp--preset--spacing--20);padding-bottom:var(--wp--preset--spacing--20);padding-left:var(--wp--preset--spacing--50)\">\n<div class=\"wp-block-group dyn is-layout-flex wp-block-group-is-layout-flex\" style=\"padding-bottom:var(--wp--preset--spacing--30)\">\n<p class=\"dyn has-h-3-font-size\" style=\"font-style:normal;font-weight:600\">Prof Dr Andreas Scharf<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-stretch col-12 is-layout-flow wp-block-column-is-layout-flow\" style=\"padding-top:0;padding-right:0;padding-bottom:0;padding-left:0;flex-basis:33.33%\">\n<div class=\"wp-block-group dyn is-vertical is-layout-flex wp-container-core-group-is-layout-9e30b8ac wp-block-group-is-layout-flex\" style=\"padding-top:var(--wp--preset--spacing--50);padding-right:var(--wp--preset--spacing--30);padding-bottom:var(--wp--preset--spacing--20);padding-left:var(--wp--preset--spacing--30)\">\n<div class=\"wp-block-group dyn is-vertical is-layout-flex wp-container-core-group-is-layout-68afab4e wp-block-group-is-layout-flex gs_ArN5R1 group_wrap\">\n<p class=\"dyn\">Prof Dr Andreas Scharf taught business administration, in particular marketing, at the University of G\u00f6ttingen 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 f\u00fcr Sensorikforschung und Innovationsberatung GmbH in G\u00f6ttingen.<\/p>\n\n\n\n<div class=\"wp-block-group dyn\" style=\"padding-top:var(--wp--preset--spacing--50);padding-bottom:var(--wp--preset--spacing--50)\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<ul class=\"wp-block-greyd-list\" id=\"list_69f3c5c531d34\">\n<li><span class=\"list_icon icon_mail\" aria-hidden=\"true\"><\/span><span class=\"list_content\"><p>andreas.scharf@isi-insights.com<\/p><\/span><\/li>\n<\/ul>\n<\/div><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column col-12 col-md-6 is-layout-flow wp-block-column-is-layout-flow\">\n<div id=\"greyd-69f3c5c5347f9\" class=\"wp-block-greyd-box dyn gs_VEJ2yN greyd-content-box gs_VEJ2yN has-trigger\"><a class=\"hidden-trigger-link\"  href=\"https:\/\/www.hs-nordhausen.de\/en\/marketing-lehrbuch\/\" title=\"Marketing textbook\"><\/a><div  class=\"gs_nKSyFu row_wrap\">\n<div class=\"wp-block-columns row_xxl dyn is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-stretch col-3 is-layout-flow wp-block-column-is-layout-flow\" style=\"padding-top:0;padding-right:0;padding-bottom:0;padding-left:0;flex-basis:33.34%\"><figure style=\"padding-right:0;padding-left:0;\" class=\"wp-block-image greyd-image dyn  gs_bXjRmV\"><img decoding=\"async\" style=\"width: auto; \" width=\"591\" height=\"886\" src=\"https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Schubert.jpg\" class=\"wp-image-38192\" alt=\"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.\" srcset=\"https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Schubert.jpg 591w, https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Schubert-200x300.jpg 200w, https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Schubert-100x150.jpg 100w, https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Schubert-8x12.jpg 8w, https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Schubert-43x64.jpg 43w, https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Schubert-16x24.jpg 16w\" sizes=\"(max-width: 591px) 100vw, 591px\" title=\"\"><\/figure><\/div>\n\n\n\n<div class=\"wp-block-column col-9 has-color-33-background-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"padding-top:0;padding-right:0;padding-bottom:0;padding-left:0;flex-basis:33.34%\">\n<div class=\"wp-block-group dyn is-vertical is-layout-flex wp-container-core-group-is-layout-bd4f7955 wp-block-group-is-layout-flex\" style=\"padding-top:var(--wp--preset--spacing--50);padding-right:var(--wp--preset--spacing--20);padding-bottom:var(--wp--preset--spacing--20);padding-left:var(--wp--preset--spacing--50)\">\n<div class=\"wp-block-group dyn is-layout-flex wp-block-group-is-layout-flex\" style=\"padding-bottom:var(--wp--preset--spacing--30)\">\n<p class=\"dyn has-h-3-font-size\" style=\"font-style:normal;font-weight:600\">Prof Dr em. Bernd Schubert<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-stretch col-12 is-layout-flow wp-block-column-is-layout-flow\" style=\"padding-top:0;padding-right:0;padding-bottom:0;padding-left:0;flex-basis:33.33%\">\n<div class=\"wp-block-group dyn is-vertical is-layout-flex wp-container-core-group-is-layout-9e30b8ac wp-block-group-is-layout-flex\" style=\"padding-top:var(--wp--preset--spacing--50);padding-right:var(--wp--preset--spacing--30);padding-bottom:var(--wp--preset--spacing--20);padding-left:var(--wp--preset--spacing--30)\">\n<div class=\"wp-block-group dyn is-vertical is-layout-flex wp-container-core-group-is-layout-68afab4e wp-block-group-is-layout-flex gs_ArN5R1 group_wrap\">\n<p class=\"dyn\">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 G\u00f6ttingen. He teaches at the Welfenakademie in Braunschweig and is head of marketing studies at the Wirtschafts- und Verwaltungsakademie G\u00f6ttingen.<\/p>\n\n\n\n<div class=\"wp-block-group dyn\" style=\"padding-top:var(--wp--preset--spacing--50);padding-bottom:var(--wp--preset--spacing--50)\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<ul class=\"wp-block-greyd-list\" id=\"list_69f3c5c533f25\">\n<li><span class=\"list_icon icon_mail\" aria-hidden=\"true\"><\/span><span class=\"list_content\"><p>bernd.schubert@isi-insights.com<\/p><\/span><\/li>\n<\/ul>\n<\/div><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column col-12 col-md-6 is-layout-flow wp-block-column-is-layout-flow\">\n<div id=\"greyd-69f3c5c535986\" class=\"wp-block-greyd-box dyn gs_VEJ2yN greyd-content-box gs_VEJ2yN has-trigger\"><a class=\"hidden-trigger-link\"  href=\"https:\/\/www.hs-nordhausen.de\/en\/marketing-lehrbuch\/\" title=\"Marketing textbook\"><\/a><div  class=\"gs_nKSyFu row_wrap\">\n<div class=\"wp-block-columns row_xxl dyn is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-stretch col-3 is-layout-flow wp-block-column-is-layout-flow\" style=\"padding-top:0;padding-right:0;padding-bottom:0;padding-left:0;flex-basis:33.34%\"><figure style=\"padding-right:0;padding-left:0;\" class=\"wp-block-image greyd-image dyn  gs_bXjRmV\"><img decoding=\"async\" style=\"width: auto; \" width=\"1000\" height=\"1000\" src=\"https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Hehn.jpg\" class=\"wp-image-38190\" alt=\"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.\" srcset=\"https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Hehn.jpg 1000w, https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Hehn-300x300.jpg 300w, https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Hehn-150x150.jpg 150w, https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Hehn-768x768.jpg 768w, https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Hehn-12x12.jpg 12w, https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Hehn-64x64.jpg 64w, https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Hehn-24x24.jpg 24w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" title=\"\"><\/figure><\/div>\n\n\n\n<div class=\"wp-block-column col-9 has-color-33-background-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"padding-top:0;padding-right:0;padding-bottom:0;padding-left:0;flex-basis:33.34%\">\n<div class=\"wp-block-group dyn is-vertical is-layout-flex wp-container-core-group-is-layout-bd4f7955 wp-block-group-is-layout-flex\" style=\"padding-top:var(--wp--preset--spacing--50);padding-right:var(--wp--preset--spacing--20);padding-bottom:var(--wp--preset--spacing--20);padding-left:var(--wp--preset--spacing--50)\">\n<div class=\"wp-block-group dyn is-layout-flex wp-block-group-is-layout-flex\" style=\"padding-bottom:var(--wp--preset--spacing--30)\">\n<p class=\"dyn has-h-3-font-size\" style=\"font-style:normal;font-weight:600\">Prof Dr Patrick Hehn<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-stretch col-12 is-layout-flow wp-block-column-is-layout-flow\" style=\"padding-top:0;padding-right:0;padding-bottom:0;padding-left:0;flex-basis:33.33%\">\n<div class=\"wp-block-group dyn is-vertical is-layout-flex wp-container-core-group-is-layout-9e30b8ac wp-block-group-is-layout-flex\" style=\"padding-top:var(--wp--preset--spacing--50);padding-right:var(--wp--preset--spacing--30);padding-bottom:var(--wp--preset--spacing--20);padding-left:var(--wp--preset--spacing--30)\">\n<div class=\"wp-block-group dyn is-vertical is-layout-flex wp-container-core-group-is-layout-68afab4e wp-block-group-is-layout-flex gs_ArN5R1 group_wrap\">\n<p class=\"dyn\">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.<\/p>\n\n\n\n<div class=\"wp-block-group dyn\" style=\"padding-top:var(--wp--preset--spacing--50);padding-bottom:var(--wp--preset--spacing--50)\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<ul class=\"wp-block-greyd-list\" id=\"list_69f3c5c535121\">\n<li><span class=\"list_icon icon_mail\" aria-hidden=\"true\"><\/span><span class=\"list_content\"><p>phehn@hs-harz.de<\/p><\/span><\/li>\n<\/ul>\n<\/div><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column col-12 col-md-6 is-layout-flow wp-block-column-is-layout-flow\">\n<div id=\"greyd-69f3c5c536ac4\" class=\"wp-block-greyd-box dyn gs_VEJ2yN greyd-content-box gs_VEJ2yN has-trigger\"><a class=\"hidden-trigger-link\"  href=\"https:\/\/www.hs-nordhausen.de\/en\/marketing-lehrbuch\/\" title=\"Marketing textbook\"><\/a><div  class=\"gs_nKSyFu row_wrap\">\n<div class=\"wp-block-columns row_xxl dyn is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-stretch col-3 is-layout-flow wp-block-column-is-layout-flow\" style=\"padding-top:0;padding-right:0;padding-bottom:0;padding-left:0;flex-basis:33.34%\"><figure style=\"padding-right:0;padding-left:0;\" class=\"wp-block-image greyd-image dyn  gs_bXjRmV\"><img decoding=\"async\" style=\"width: auto; \" width=\"1536\" height=\"2048\" src=\"https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2024\/05\/Stephanie-Glassl-2_01.jpg\" class=\"wp-image-36401\" alt=\"Portrait Stephanie Glassl\" srcset=\"https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2024\/05\/Stephanie-Glassl-2_01.jpg 1536w, https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2024\/05\/Stephanie-Glassl-2_01-225x300.jpg 225w, https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2024\/05\/Stephanie-Glassl-2_01-113x150.jpg 113w, https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2024\/05\/Stephanie-Glassl-2_01-768x1024.jpg 768w, https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2024\/05\/Stephanie-Glassl-2_01-1152x1536.jpg 1152w, https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2024\/05\/Stephanie-Glassl-2_01-9x12.jpg 9w, https:\/\/www.hs-nordhausen.de\/wp-content\/uploads\/sites\/8\/2024\/05\/Stephanie-Glassl-2_01-18x24.jpg 18w\" sizes=\"(max-width: 1536px) 100vw, 1536px\" title=\"\"><\/figure><\/div>\n\n\n\n<div class=\"wp-block-column col-9 has-color-33-background-color has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"padding-top:0;padding-right:0;padding-bottom:0;padding-left:0;flex-basis:33.34%\">\n<div class=\"wp-block-group dyn is-vertical is-layout-flex wp-container-core-group-is-layout-bd4f7955 wp-block-group-is-layout-flex\" style=\"padding-top:var(--wp--preset--spacing--50);padding-right:var(--wp--preset--spacing--20);padding-bottom:var(--wp--preset--spacing--20);padding-left:var(--wp--preset--spacing--50)\">\n<div class=\"wp-block-group dyn is-layout-flex wp-block-group-is-layout-flex\" style=\"padding-bottom:var(--wp--preset--spacing--30)\">\n<p class=\"dyn has-h-3-font-size\" style=\"font-style:normal;font-weight:600\">Stephanie Glassl (M.A.)<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-stretch col-12 is-layout-flow wp-block-column-is-layout-flow\" style=\"padding-top:0;padding-right:0;padding-bottom:0;padding-left:0;flex-basis:33.33%\">\n<div class=\"wp-block-group dyn is-vertical is-layout-flex wp-container-core-group-is-layout-9e30b8ac wp-block-group-is-layout-flex\" style=\"padding-top:var(--wp--preset--spacing--50);padding-right:var(--wp--preset--spacing--30);padding-bottom:var(--wp--preset--spacing--20);padding-left:var(--wp--preset--spacing--30)\">\n<div class=\"wp-block-group dyn is-vertical is-layout-flex wp-container-core-group-is-layout-68afab4e wp-block-group-is-layout-flex gs_ArN5R1 group_wrap\">\n<p class=\"dyn\">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).<\/p>\n\n\n\n<div class=\"wp-block-group dyn\" style=\"padding-top:var(--wp--preset--spacing--50);padding-bottom:var(--wp--preset--spacing--50)\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<ul class=\"wp-block-greyd-list\" id=\"list_69f3c5c53627c\">\n<li><span class=\"list_icon icon_mail\" aria-hidden=\"true\"><\/span><span class=\"list_content\"><p>Stephanie.Glassl@hs-nordhausen.de<\/p><\/span><\/li>\n<\/ul>\n<\/div><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n<\/div>\n<\/div><\/div><\/div>\n<\/div>\n<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Herzlich Willkommen zum Arbeitsmaterial zur 8. Auflage des Buches: Marketing \u2013 Einf\u00fchrung in Theorie und Praxis von Andreas Scharf, Bernd Schubert, Patrick Hehn und Stephanie Glassl Liebe Leserin, lieber Leser, wir freuen uns, dass Sie mit der neuen Auflage arbeiten und nun den Weg aus dem Buch hier zum bereitgestellten Zusatzmaterial gefunden haben. Mit einem [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_piecal_is_recurring":false,"_piecal_recurring_interval":1,"_piecal_recurring_frequency":"","_piecal_recurring_exact_position":false,"_piecal_recurring_end":"","_piecal_color":"","_piecal_text_color":"","_piecal_global_color_master":false,"_piecal_rsets":"[]","_piecal_is_event":false,"_piecal_start_date":"","_piecal_end_date":"","_piecal_is_allday":false,"greyd_block_editor_preview":[],"pgc_sgb_lightbox_settings":"","footnotes":""},"page_category":[],"page_tag":[],"page_redaktion":[],"zielgruppen":[],"kontakt-zuordnung":[],"institut-oder-einric":[],"stg-zuordnung":[],"fachbereich":[],"wf_page_folders":[1328],"ppma_author":[1400],"class_list":["post-37361","page","type-page","status-publish","hentry"],"publishpress_future_action":{"enabled":false,"date":"2026-05-07 23:12:37","action":"change-status","newStatus":"draft","terms":[],"taxonomy":"page_category","extraData":[]},"publishpress_future_workflow_manual_trigger":{"enabledWorkflows":[]},"_links":{"self":[{"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/pages\/37361","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/comments?post=37361"}],"version-history":[{"count":4,"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/pages\/37361\/revisions"}],"predecessor-version":[{"id":38204,"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/pages\/37361\/revisions\/38204"}],"wp:attachment":[{"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/media?parent=37361"}],"wp:term":[{"taxonomy":"page_category","embeddable":true,"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/page_category?post=37361"},{"taxonomy":"page_tag","embeddable":true,"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/page_tag?post=37361"},{"taxonomy":"page_redaktion","embeddable":true,"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/page_redaktion?post=37361"},{"taxonomy":"zielgruppen","embeddable":true,"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/zielgruppen?post=37361"},{"taxonomy":"kontakt-zuordnung","embeddable":true,"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/kontakt-zuordnung?post=37361"},{"taxonomy":"institut-oder-einric","embeddable":true,"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/institut-oder-einric?post=37361"},{"taxonomy":"stg-zuordnung","embeddable":true,"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/stg-zuordnung?post=37361"},{"taxonomy":"fachbereich","embeddable":true,"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/fachbereich?post=37361"},{"taxonomy":"wf_page_folders","embeddable":true,"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/wf_page_folders?post=37361"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.hs-nordhausen.de\/en\/wp-json\/wp\/v2\/ppma_author?post=37361"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}