Marketing theory

The marketing theory sees itself as a branch of business administration and as applied science of marketing . It examines the effects of economic activities on markets and emerged in the 20th century from older sales or distribution theory .

Manufacturer marketing and trade marketing are the two fields of work in marketing. In relation to goods, the marketing theory for material goods ( industrial goods marketing as well as consumer goods marketing ) differs from that for services .

There are many specializations in marketing. In fact , it encompasses everything that belongs to marketing training and research. Companies are primarily interested in practical, normative statements from marketing theory in order to be able to assess the consequences of decisions.

literature

• Hartwig Steffenhagen: Marketing. An introduction, Kohlhammer, Stuttgart 1988, pp. 49-59. ISBN 978-3-17-020382-2