Marketing - Základy marketingu 2. - Učebnice studenta – Moudrý Marek (2018)

The textbook Marketing – Fundamentals of Marketing provides the reader 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 understanding of marketing activities within a company. The reader will become familiar with marketing concepts, the marketing mix and its components, the principles of marketing management, and will gain basic knowledge necessary for understanding the market. The textbook, with its interactive approach, guides the student to work effectively with information and also to acquire and critically evaluate the information necessary for the successful operation of a company 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. The student has access to a top-notch workbook, into which they can fill in important passages highlighted by the instructor during their lecture. This way, 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 large number of interesting facts and practical examples.