'Basic Principles of Product Marketing' presents 20 elements for market success. Hardly any other function requires such a comprehensive cross-cutting knowledge as product management does. It forms the interface between the most different departments in the company. Readers are able to know and understand their diverse requirements, to analyze practical tasks and to apply their knowledge to them as well as to develop and evaluate suitable solutions for new tasks. A scientific based content, numerous practical examples and illustrative overviews help with that.