Verfügbarkeit: The quintessence of marketing | Technische Universität München

The quintessence of marketing: what you really need to know to manage your marketing activities

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Bibliographische Detailangaben
Beteiligte Personen:	Bickhoff, Nils 1969- (VerfasserIn), Hollensen, Svend (VerfasserIn), Opresnik, Marc Oliver 1969- (VerfasserIn)
Format:	Buch
Sprache:	Englisch
Veröffentlicht:	Berlin [u.a.] Springer 2014
Schriftenreihe:	Quintessence Series
Schlagwörter:	Marketingmanagement Marketing Einführung
Links:	http://deposit.dnb.de/cgi-bin/dokserv?id=4528763&prov=M&dok_var=1&dok_ext=htm http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027434691&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027434691&sequence=000005&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA
Umfang:	VI, 144 S. Ill., graph. Darst.
ISBN:	3642454437 9783642454431

Internformat

MARC


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Datensatz im Suchindex

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adam_text	CONTENTS 1 INTRODUCTION: ESSENTIAL MARKETING KNOW-HOW L 2 MARKETING AND MARKETING MANAGEMENT: A FIRST BASIC UNDERSTANDING 3 2.1 DEFINITIONS, TASKS AND SCOPE OF MARKETING 3 2.2 COMPANY ORIENTATION TOWARDS THE MARKETPLACE 9 2.3 THE ROLE OF MARKETING IN THE COMPANY 13 2.4 THE MARKETING ARENA: HOW INSTRUMENTS AND PROCESS INTERACT 14 3 STEP 1: MARKET ANALYSIS: STRUCTURING AND EVALUATING THE MARKET INFORMATION 17 3.1 MARKET(ING) RESEARCH 17 3.1.1 DEFINITION OF MARKETING RESEARCH 17 3.1.2 THE MARKETING RESEARCH PROCESS 19 3.1.3 CUSTOMER BUYING BEHAVIOUR 26 3.2 SWOT 32 3.3 PEST 35 3.4 VALUE CHAIN 36 3.4.1 FROM VALUE CHAIN TO VALUE NET 41 3.4.2 THE COMPETITIVE TRIANGLE 42 3.4.3 THE VIRTUAL VALUE CHAIN 44 4 STEP 2: STRATEGIC AND OPERATIVE MARKETING PLANNINGSEGMENTING, TARGETING, POSITIONING 47 4.1 PORTFOLIO ANALYSIS: SEGMENTING YOUR MARKETS 47 4.2 ANSOFF S PRODUCT/MARKET MATRIX: TARGETING MARKETS 51 4.3 PORTER S FIVE FORCES: POSITIONING WITHIN YOUR MARKETS 54 V HTTP://D-NB.INFO/1044795875 VI CONTENTS 4.4 TRADITIONAL 4PS MARKETING MIX 57 4.4.1 PRODUCT DECISIONS 57 4.4.2 PRICING DECISIONS 62 4.4.3 PLACE DECISIONS 67 4.4.4 PROMOTION DECISIONS 70 4.5 7PS MARKETING MIX FOR SERVICES 80 4.6 GLOBAL MARKETING 83 4.6.1 GLOCALIZATION 88 4.6.2 GLOBAL MARKETING PLANNING 91 4.7 SOCIAL MEDIA MARKETING 101 4.7.1 FROM BOWLING TO PINBALL 106 4.7.2 THE 6C MODEL OF SOCIAL MEDIA MARKETING... 107 5 STEP 3: MARKETING IMPLEMENTATIONEXECUTING THE MARKETING PLAN ILL 5.1 CRM, KAM AND GAM ILL 5.1.1 TYPES OF RELATIONSHIPS 112 5.1.2 DEVELOPING AND MANAGING CRM RELATIONSHIPS 116 5.1.3 KEY ACCOUNT MANAGEMENT 119 5.1.4 GLOBAL ACCOUNT MANAGEMENT 122 5.2 BUDGETING 125 5.2.1 MARKETING METRICS 127 5.2.2 THE GLOBAL MARKETING BUDGET 127 5.3 CONTROLLING 129 5.3.1 DESIGN OF A CONTROL SYSTEM 131 5.3.2 FEEDFORWARD CONTROL 135 6 CONCLUSION: MARKETING AND RAILROAD COMPANIES 137 ABOUT THE AUTHORS 139 REFERENCES 143 THE QUINTESSENCE OF MARKETING / BICKHOFF, NILS : 2014 ABSTRACT / INHALTSTEXT WHAT ACTUALLY IS MARKETING? MANY PEOPLE THINK OF MARKETING AS ONLY SALES AND ADVERTISING BECAUSE EVERY DAY WE ARE BOMBARDED WITH TV COMMERCIALS, FLYERS, CATALOGUES, SALES CALLS, AND COMMERCIAL E-MAIL. HOWEVER, SELLING AND ADVERTISING ARE ONLY ONE ELEMENT OF MARKETING. TODAY, MARKETING MUST BE UNDERSTOOD NOT IN THE OLD SENSE OF MAKING A SALE BUT IN A CONTEMPORARY AND HOLISTIC SENSE OF SATISFYING CUSTOMER NEEDS. IN THIS BOOK THE AUTHORS DEVELOP THE QUINTESSENTIAL MARKETING ARENA BY FOLLOWING THE LOGIC OF THE THREE MAJOR STEPS OF THE MARKETING PROCESS. ALONG THIS PROCESS THEY PRESENT THE FOURTEEN MOST IMPORTANT MARKETING INSTRUMENTS THAT OCCUR DURING THIS PROCESS. HAVING READ THIS BOOK: YOU WILL HAVE A BASIC UNDERSTANDING OF MARKETING AND THE PROCESS OF MARKETING MANAGEMENT YOU WILL KNOW THE MOST IMPORTANT MARKETING INSTRUMENTS AND HOW THEY INTERACT YOU CAN DEVELOP YOUR OWN MARKETING PLAN BASED ON THE QUINTESSENTIAL MARKETING ARENA DIESES SCHRIFTSTUECK WURDE MASCHINELL ERZEUGT.
any_adam_object	1
author	Bickhoff, Nils 1969- Hollensen, Svend Opresnik, Marc Oliver 1969-
author_GND	(DE-588)173427766 (DE-588)1044269421 (DE-588)121167410
author_facet	Bickhoff, Nils 1969- Hollensen, Svend Opresnik, Marc Oliver 1969-
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dewey-ones	658 - General management
dewey-raw	658.8
dewey-search	658.8
dewey-sort	3658.8
dewey-tens	650 - Management and auxiliary services
discipline	Wirtschaftswissenschaften
format	Book
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genre_facet	Einführung
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illustrated	Illustrated
indexdate	2024-12-20T16:59:36Z
institution	BVB
isbn	3642454437 9783642454431
language	English
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physical	VI, 144 S. Ill., graph. Darst.
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series2	Quintessence Series
spellingShingle	Bickhoff, Nils 1969- Hollensen, Svend Opresnik, Marc Oliver 1969- The quintessence of marketing what you really need to know to manage your marketing activities Marketingmanagement (DE-588)4168907-0 gnd Marketing (DE-588)4037589-4 gnd
subject_GND	(DE-588)4168907-0 (DE-588)4037589-4 (DE-588)4151278-9
title	The quintessence of marketing what you really need to know to manage your marketing activities
title_auth	The quintessence of marketing what you really need to know to manage your marketing activities
title_exact_search	The quintessence of marketing what you really need to know to manage your marketing activities
title_full	The quintessence of marketing what you really need to know to manage your marketing activities Nils Bickhoff ; Svend Hollensen ; Marc Opresnik
title_fullStr	The quintessence of marketing what you really need to know to manage your marketing activities Nils Bickhoff ; Svend Hollensen ; Marc Opresnik
title_full_unstemmed	The quintessence of marketing what you really need to know to manage your marketing activities Nils Bickhoff ; Svend Hollensen ; Marc Opresnik
title_short	The quintessence of marketing
title_sort	the quintessence of marketing what you really need to know to manage your marketing activities
title_sub	what you really need to know to manage your marketing activities
topic	Marketingmanagement (DE-588)4168907-0 gnd Marketing (DE-588)4037589-4 gnd
topic_facet	Marketingmanagement Marketing Einführung
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