Marketing: a relationship perspective
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
München
Vahlen
2015
|
| Edition: | 2. ed. |
| Subjects: | |
| Links: | http://deposit.dnb.de/cgi-bin/dokserv?id=5099353&prov=M&dok_var=1&dok_ext=htm http://www.vahlen.de/productview.aspx?product=14255308&context=2 http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027717411&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Physical Description: | XVIII, 502 S. Ill., graph. Darst. 240 mm x 170 mm |
| ISBN: | 9783800649280 3800649284 |
Staff View
MARC
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Record in the Search Index
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|---|---|
| adam_text | BRIEF
CONTENTS
PREFACE TO THE SECOND EDITION V
DETAILED CONTENTS XV
1. FUNDAMENTALS OF RELATIONSHIP MARKETING 1
2. SITUATIONAL ANALYSIS IN THE MARKETING PLANNING PROCESS 43
3. STRATEGY FORMULATION IN THE MARKETING PLANNING PROCESS 139
4. MARKETING MIX IN THE MARKETING PLANNING PROCESS 203
5. IMPLEMENTATION AND CONTROLLING IN THE MARKETING PLANNING PROCESS 383
REFERENCES 479
ABOUT THE AUTHORS 497
SUBJECT AND COMPANIES INDEX 499
HTTP://D-NB.INFO/1063367514
DETAILED CONTENTS
PREFACE TO THE SECOND EDITION V
BRIEF CONTENTS XIII
1. FUNDAMENTALS OF RELATIONSHIP MARKETING 1
1.1 THE EVOLUTION OF RELATIONSHIP MARKETING 2
1.2 DEFINITION OF RELATIONSHIP MARKETING 7
1.3 RELATIONSHIP ECONOMICS 8
1.4 RELATIONSHIP DRIVERS 13
1.5 RELATIONSHIP MARKETING AS AN INTEGRATIVE MANAGEMENT APPROACH 20
1.6 FUNDAMENTALS OF MARKETING PLANNING 23
SUMMARY 33
2. SITUATIONAL ANALYSIS IN THE MARKETING PLANNING PROCESS 43
2.1 MARKETING RESEARCH 44
2.1.1 INTRODUCTION 44
2.1.2 LINKING MARKETING RESEARCH TO THE DECISION-MAKING PROCESS 44
2.1.3 SECONDARY RESEARCH 47
2.1.4 PRIMARY RESEARCH 52
2.1.5 ONLINE (INTERNET) PRIMARY RESEARCH METHODS 64
2.1.6 OTHER TYPES OF MARKET RESEARCH 66
2.1.7 SETTING UP A MARKETING INFORMATION SYSTEM (MIS) 70
2.1.8 MARKETING RESEARCH BASED ON WEB 2.0 72
2.2 ASSESSING THE INTERNAL MARKETING SITUATION 73
2.2.1 INTERNAL RELATIONSHIPS 73
2.2.2 MARKET ORIENTATION VIEW (MOV) 76
2.2.3 RESOURCE BASED VIEW (RBV) 78
2.2.4 MAJOR SOURCES OF COMPETITIVE ADVANTAGE 85
2.3 ASSESSING THE EXTERNAL MARKETING SITUATION 91
2.3.1 PEST ANALYSIS 91
2.3.2 EXTERNAL RELATIONSHIPS TO STAKEHOLDERS IN THE VALUE NET 97
2.3.2.1 RELATIONSHIPS WITH SUPPLIERS 98
2.3.2.2 RELATIONSHIPS WITH CUSTOMERS 100
2.3.2.3 RELATIONSHIPS WITH PARTNERS/COMPLEMENTORS 102
2.3.2.4 RELATIONSHIPS WITH COMPETITORS 103
2.3.2.5 OTHER EXTERNAL RELATIONSHIPS 104
2.4 ANALYZING BUYING BEHAVIOUR ON THE B2C MARKET 105
2.5 ANALYZING BUYING BEHAVIOUR ON THE B2B MARKET 110
2.6 COMPARING B2B AND B2C MARKETS 113
2.7 SWOT ANALYSIS 114
2.7.1 ELEMENTS OF A SWOT ANALYSIS 115
2.7.2 MATCHING AND CONVERGING IN THE SWOT MATRIX 115
2.7.3 APPLICATION OF THE SWOT ANALYSIS 116
2.7.4 REQUIRED ANALYSIS 117
2.7.5 BENEFITS AND BARRIERS FOR CONDUCTING A SWOT ANALYSIS 118
2.7.6 MULTILEVEL SWOT ANALYSIS 119
SUMMARY 125
XVI * DETAILED CONTENTS
3. STRATEGY FORMULATION IN THE MARKETING PLANNING PROCESS 139
3.1 STRATEGIC MARKETING PLANNING 140
3.1.1 VISION AND MISSION STATEMENT 141
3.1.2 STRATEGIC OBJECTIVES 143
3.1.3 ESTIMATION OF THE PLANNING GAP AND PROBLEM DIAGNOSIS 144
3.1.4 THE SEARCH FOR STRATEGY ALTERNATIVES FOR CLOSING PLANNING GAP 146
3.1.5 ANSOFF S GENERIC STRATEGIES FOR GROWTH 146
3.1.6 PORTER S THREE GENERIC STRATEGIES 150
3.1.7 THE BCG PORTFOLIO MATRIX MODEL 154
3.1.8 THE GE-MATRIX MULTIFACTOR PORTFOLIO MATRIX 159
3.1.9 A NEW PRODUCT PORTFOLIO APPROACH 162
3.1.10 STRATEGY EVALUATION AND SELECTION 162
3.1.11
ESTIMATING FINANCIAL CONSEQUENCES 164
3.2 MARKET SEGMENTATION, TARGETING AND POSITIONING 168
3.2.1 THE BENEFITS AND UNDERLYING PREMISES OF MARKET SEGMENTATION 168
3.2.2 THE SEGMENTATION, TARGETING AND POSITIONING APPROACH 169
3.2.3 SEGMENTING CONSUMER MARKETS (B2C) 172
3.2.4 SEGMENTING THE BUSINESS MARKETS (B2B) 179
3.2.5 SEGMENTING INTERNATIONAL MARKETS AND COUNTRIES 184
3.2.6 TARGET MARKETING 186
3.2.7 POSITIONING STRATEGY 189
3.2.8 DIFFICULTIES OF IMPLEMENTING SEGMENTATION IN THE ORGANISATION 192
SUMMARY 193
4. MARKETING MIX IN THE MARKETING PLANNING PROCESS 203
4.1 PRODUCT AND SERVICE DECISIONS 204
4.1.1 DIFFERENT PRODUCT LEVELS 204
4.1.2 PRODUCT AND SERVICE STRATEGIES 207
4.1.3 SERVICES MARKETING 211
4.1.4 NEW PRODUCT DEVELOPMENT (NPD) 217
4.1.5 THE PRODUCT LIFE CYCLE 224
4.1.6 NEW PRODUCTS FOR THE INTERNATIONAL MARKET 226
4.1.7 BRANDING STRATEGY 229
SUMMARY 241
4.2 PRICING DECISIONS 243
4.2.1 A PRICING FRAMEWORK 244
4.2.2 GENERAL PRICING APPROACHES 249
4.2.2.1 COST-BASED PRICING 249
4.2.2.2 VALUE-BASED PRICING 252
4.2.2.3 COMPETITION-BASED PRICING 253
4.2.3 PRICING SERVICES VS. PHYSICAL PRODUCT 254
4.2.4 PRICING NEW PRODUCTS 255
4.2.5 PRICE CHANGES 257
4.2.6 EXPERIENCE CURVE PRICING 258
4.2.7 PRODUCT LINE PRICING 259
4.2.8 PRICE BUNDLING 260
4.2.9 SEGMENTED PRICING 261
4.2.10 INTERNATIONAL PRICING 262
4.2.11 RELATIONSHIP PRICING 263
DETAILED CONTENTS I XVII
4.3 DISTRIBUTION DECISIONS 265
4.3.1 THE ROLE OF THE INTERMEDIARY 266
4.3.2 TYPES OF DISTRIBUTION CHANNEL 267
4.3.3 INTERNATIONAL MARKET ENTRY MODES 268
4.3.4 DESIGNING AND MANAGING THE CHANNEL STRUCTURE 271
4.3.5 DISTRIBUTOR PORTFOLIO ANALYSIS 284
4.3.6 DEVELOPING AND MANAGING RELATIONSHIPS BETWEEN MANUFACTURER AND
DISTRIBUTOR 284
4.3.7 VERTICAL INTEGRATION IN THE DISTRIBUTION CHANNEL 286
4.3.8 INTERNATIONAL DISTRIBUTION CHANNEL DESIGN 290
4.3.9 MULTICHANNEL DISTRIBUTION SYSTEMS 294
4.3.10 MARKETING LOGISTICS AND SUPPLY CHAIN MANAGEMENT 297
4.3.11 RETAILING AND WHOLESALING 301
4.4 COMMUNICATION DECISIONS 305
4.4.1 THE COMMUNICATION PROCESS 305
4.4.2 THE PROMOTIONAL MIX 307
4.4.3 ADVERTISING 311
4.4.3.1 THEORIES OF HOW ADVERTISING WORKS 311
4.4.3.2 DEVELOPING AN ADVERTISING STRATEGY 313
4.4.3.3 STANDARDIZATION OR ADAPTATION OF GLOBAL ADVERTISING 323
4.4.4 SALES PROMOTION 324
4.4.4.1 MAJOR SALES PROMOTION TOOLS 325
4.4.4.2 DEVELOPING THE SALES PROMOTION PROGRAM 327
4.4.5 PUBLIC RELATIONS 328
4.4.6 SPONSORSHIP 329
4.4.7 DIGITAL MARKETING/SOCIAL MEDIA MARKETING 333
4.4.8 DIRECT MARKETING 351
4.4.8.1 DATABASE MARKETING 353
4.4.8.2 MAJOR DIRECT MARKETING TOOLS 354
4.4.9 PERSONAL SELLING 357
4.4.9.1 SALES MANAGEMENT 357
4.4.9.2 THE PERSONAL SELLING PROCESS 362
4.4.9.3 PERSONAL SELLING AND CUSTOMER RELATIONSHIP MANAGEMENT 364
4.4.10 PRODUCT PLACEMENT 364
4.4.11 PUSH AND PULL STRATEGIES 365
4.4.12 MULTI-CHANNEL CUSTOMER MANAGEMENT (MCCM) 367
4.4.12.1
DRIVERS OF MULTI-CHANNEL CUSTOMER MANAGEMENT 368
4.4.12.2
BENEFITS AND PROBLEMS WITH MULTI-CHANNEL CUSTOMER MANAGEMENT.. 369
4.4.12.3 MANAGING MULTI-CHANNEL CUSTOMER MANAGEMENT 370
4.4.13 FACTORS AFFECTING INTERNATIONAL PROMOTION STRATEGIES 373
5. IMPLEMENTATION AND CONTROLLING IN THE MARKETING PLANNING PROCESS 383
5.1 ORGANIZING AND IMPLEMENTING THE MARKETING PLAN 384
5.1.1 THE PROCESS OF DEVELOPING THE INTERNATIONAL MARKETING PLAN 384
5.1.2 DECIDING ON THE INTERNATIONAL MARKETING MIX 384
5.1.3 E-MARKETING AND ITS EFFECT ON THE INTERNATIONAL MARKETING MIX 387
5.1.4 WRITING THE MARKETING PLAN DOCUMENT 391
5.1.5 IMPLEMENTATION AND THE MANAGEMENT OF CHANGE 396
5.1.6 BARRIERS IMPEDING THE IMPLEMENTATION OF MARKETING PLANS 398
XVIII * DETAILED CONTENTS
5.1.7 DECIDING ON THE MARKETING ORGANISATION 403
5.1.8 THE ROLE OF INTERNAL MARKETING 410
5.2 BUDGETING AND CONTROL 413
5.2.1 MARKETING PRODUCTIVITY AND ECONOMIC RESULTS 413
5.2.1.1 INPUT VARIABLES INFLUENCING MARKETING PRODUCTIVITY 415
5.2.1.2 PROCESS VARIABLES INFLUENCING MARKETING PRODUCTIVITY 416
5.2.1.3 OUTPUT VARIABLES INFLUENCING MARKETING PRODUCTIVITY 416
5.2.2 MARKETING BUDGETING 418
5.2.3 CONTROLLING THE MARKETING PROGRAMME 424
5.3 ETHICAL, SOCIAL AND ENVIRONMENTAL ASPECTS OF MARKETING PLANNING 425
5.3.1 MARKETING ETHICS 426
5.3.1.1 ETHICAL ISSUES IN THE MARKETING MIX 427
5.3.1.2 SPECIAL ISSUES IN ETHICS 429
5.3.2 SOCIAL MARKETING 437
5.3.3 GREEN MARKETING 439
5.3.3.1 LEVELS OF GREEN MARKETING 439
5.3.3.2 ENVIRONMENTAL ISSUES IN THE MARKETING MIX 440
5.3.4 CORPORATE SOCIAL RESPONSIBILITY 442
5.3.4.1 THE NATURE OF CORPORATE SOCIAL RESPONSIBILITY 442
5.3.4.2 THE DIMENSIONS OF CORPORATE SOCIAL RESPONSIBILITY 445
5.4 DEVELOPING AND MANAGING CUSTOMER RELATIONSHIPS 448
5.4.1 LOYALTY 450
5.4.2 SATISFACTION OF CUSTOMERS AND EMPLOYEES 451
5.4.3 CUSTOMER PERCEPTION OF VALUE 453
5.4.4 CUSTOMER RELATIONSHIP MANAGEMENT (CRM) 455
5.4.5 ONE-TO-ONE MARKETING 457
5.4.6 GLOBAL ACCOUNT MANAGEMENT (GAM) 459
5.4.7 CREATING LONG-TERM CUSTOMER VALUE 466
5.4.8 RETHINKING MARKETING 470
REFERENCES 479
ABOUT THE AUTHORS 497
SUBJECT AND COMPANIES INDEX 499
|
| any_adam_object | 1 |
| author | Hollensen, Svend Opresnik, Marc Oliver 1969- |
| author_GND | (DE-588)1044269421 (DE-588)121167410 |
| author_facet | Hollensen, Svend Opresnik, Marc Oliver 1969- |
| author_role | aut aut |
| author_sort | Hollensen, Svend |
| author_variant | s h sh m o o mo moo |
| building | Verbundindex |
| bvnumber | BV042280034 |
| classification_rvk | QP 600 QP 620 |
| classification_tum | WIR 800f |
| ctrlnum | (OCoLC)898300668 (DE-599)DNB1063367514 |
| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| 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 |
| edition | 2. ed. |
| format | Book |
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| id | DE-604.BV042280034 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T17:06:38Z |
| institution | BVB |
| isbn | 9783800649280 3800649284 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-027717411 |
| oclc_num | 898300668 |
| open_access_boolean | |
| owner | DE-2070s DE-Aug4 DE-1050 DE-12 DE-1043 DE-19 DE-BY-UBM DE-1051 DE-20 DE-860 DE-859 DE-188 DE-739 DE-1049 DE-473 DE-BY-UBG DE-N2 DE-M347 DE-1028 DE-1052 DE-573 DE-384 |
| owner_facet | DE-2070s DE-Aug4 DE-1050 DE-12 DE-1043 DE-19 DE-BY-UBM DE-1051 DE-20 DE-860 DE-859 DE-188 DE-739 DE-1049 DE-473 DE-BY-UBG DE-N2 DE-M347 DE-1028 DE-1052 DE-573 DE-384 |
| physical | XVIII, 502 S. Ill., graph. Darst. 240 mm x 170 mm |
| publishDate | 2015 |
| publishDateSearch | 2015 |
| publishDateSort | 2015 |
| publisher | Vahlen |
| record_format | marc |
| spellingShingle | Hollensen, Svend Opresnik, Marc Oliver 1969- Marketing a relationship perspective Beziehungsmarketing (DE-588)4789127-0 gnd Marketing (DE-588)4037589-4 gnd Unternehmen (DE-588)4061963-1 gnd |
| subject_GND | (DE-588)4789127-0 (DE-588)4037589-4 (DE-588)4061963-1 (DE-588)4113937-9 |
| title | Marketing a relationship perspective |
| title_auth | Marketing a relationship perspective |
| title_exact_search | Marketing a relationship perspective |
| title_full | Marketing a relationship perspective by Svend Hollensen and Marc Oliver Opresnik |
| title_fullStr | Marketing a relationship perspective by Svend Hollensen and Marc Oliver Opresnik |
| title_full_unstemmed | Marketing a relationship perspective by Svend Hollensen and Marc Oliver Opresnik |
| title_short | Marketing |
| title_sort | marketing a relationship perspective |
| title_sub | a relationship perspective |
| topic | Beziehungsmarketing (DE-588)4789127-0 gnd Marketing (DE-588)4037589-4 gnd Unternehmen (DE-588)4061963-1 gnd |
| topic_facet | Beziehungsmarketing Marketing Unternehmen Hochschulschrift |
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| work_keys_str_mv | AT hollensensvend marketingarelationshipperspective AT opresnikmarcoliver marketingarelationshipperspective |