Akadémia Kiadó

There are countless basic textbooks on marketing. The main feature or focus of this book is decision orientation, thus the chapters are based on the practice of identifying marketing problems, setting realistic objectives and finding the right combination of steps needed to attain these objectives. We consider it especially important that the book appears in English as well because it enables English-language marketing courses in Hungary to have access to appropriate specialist literature: a book that is focused on a Hungarian setting and whose examples stem from this environment, too. We hope that this book will provide readers with a realistic methodology to take the practical steps and decisions in marketing towards implementation. It can be useful in the training of marketers able to be conscious enough, analyse market situations and take decisions rather than just simply rely on "intuitive marketing". Thereby they can contribute to the successful market operation of Hungarian enterprises.