Research Paper (undergraduate) from the year 2003 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2, University of Applied Sciences Hof (Economics), course: International Marketing, language: English, abstract: Already in the 7th century AD, the secret of making porcelain was known to the Chinese. For 1000 years, porcelain was the symbol of the mysterious world of the Far East which has been virtually closed to European travelers and explorers; that is why European rulers were very enthusiastic with the 'white gold' from the East. The Staatliche Porzellan-Manufaktur in Meissen was the first and oldest porcelain manufactory in Europe, founded in 1710 in the late Gothic Albrechtsburg to keep the secrets hidden away from competitors. The entire porcelain production takes place in Meissen. The manufactory Meissen has kept quality as the foremost priority on the same high level over centuries. The Meissen patterns with their delicate execution are achieved by hands. This way every customer can be sure that the aura of authenticity and uniqueness for the connoisseur. This aura has made Meissen porcelain famous throughout the world. Meissen determines trends and conjures up dreams. As an example, the book that Meissen now has issued is the absolute first in its class worldwide. 'It is the first book with pages made of porcelain and containing a selection of poems and paintings of roses.'