Marketing - Základy marketingu 1. - Učebnice studenta – Moudrý Marek (2018)

The Marketing Textbook – Fundamentals of Marketing provides readers with the basics of marketing thinking and shows that marketing is currently an essential method for managing a successful company. It leads to the development of economic thinking skills and an understanding of marketing activities within a company. Readers will become familiar with marketing concepts, the marketing mix and its components, the principles of marketing management, and acquire the basic knowledge necessary to understand the market. The textbook's interactive approach guides students to effectively work with information and also to be able to acquire and critically evaluate the information necessary for a company's successful operation in the market. This is a title in the form of a student workbook, where the subject matter is supplemented with blank spaces intended for the student's own notes. This concept of the textbook meets the requirements for modern teaching. Students have access to a top-notch prepared workbook, into which they can fill in important passages that the instructor highlights in their explanation. Thus, the student participates in the creation of "their" textbook, which they will not perceive merely as a professional text. The attractiveness of the textbook lies in its engaging graphics and a wealth of interesting facts and practical examples.