Marketing: a relationship perspective
Gespeichert in:
| Beteilige Person: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | Deutsch |
| Veröffentlicht: |
München
Verlag Franz Vahlen
[2015]
|
| Ausgabe: | Second edition |
| Schlagwörter: | |
| Links: | https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=1017512 |
| Beschreibung: | Online resource; title from PDF title page (Ebsco, viewed June 25 2015) |
| Umfang: | 1 online resource illustrations (some color) |
| ISBN: | 9783800649297 3800649292 9783800648702 3800648709 |
Internformat
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| 250 | |a Second edition | ||
| 264 | 1 | |a München |b Verlag Franz Vahlen |c [2015] | |
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| 505 | 8 | |a Cover; To content / To the authors; Title; Preface to the Second Edition; Brief contents; Detailed contents; 1. Fundamentals of Relationship Marketing; 1.1 The Evolution of Relationship Marketing; 1.2 Definition of Relationship Marketing; 1.3 Relationship Economics; 1.4 Relationship Drivers; 1.5 Relationship Marketing as an Integrative Management Approach; 1.6 Fundamentals of Marketing Planning; Summary; 2. Situational Analysis in the Marketing Planning Process; 2.1 Marketing Research; 2.1.1 Introduction; 2.1.2 Linking Marketing Research to the Decision-Making Process | |
| 505 | 8 | |a 2.1.3 Secondary Research2.1.4 Primary Research; 2.1.5 Online (Internet) Primary Research Methods; 2.1.6 Other Types of Market Research; 2.1.7 Setting up a Marketing Information System (MIS); 2.1.8 Marketing Research based on Web 2.0; 2.2 Assessing the Internal Marketing Situation; 2.2.1 Internal Relationships; 2.2.2 Market Orientation View (MOV); 2.2.3 Resource Based View (RBV); 2.2.4 Major Sources of Competitive Advantage; 2.3 Assessing the External Marketing Situation; 2.3.1 PEST Analysis; 2.3.2 External Relationships to Stakeholders in the Value Net; 2.3.2.1. Relationships with Suppliers | |
| 505 | 8 | |a 2.3.2.2. Relationships with Customers2.3.2.3. Relationships with Partners/Complementors; 2.3.2.4. Relationships with Competitors; 2.3.2.5. Other External Relationships; 2.4 Analyzing Buying Behaviour on the B2C Market; 2.5 Analyzing Buying Behaviour on the B2B Market; 2.6 Comparing B2B and B2C Markets; 2.7 SWOT Analysis; 2.7.1 Elements of a SWOT Analysis; 2.7.2 Matching and Converging in the SWOT Matrix; 2.7.3 Application of the SWOT Analysis; 2.7.4 Required Analysis; 2.7.5 Benefits and Barriers for Conducting a SWOT Analysis; 2.7.6 Multilevel SWOT Analysis; Summary | |
| 505 | 8 | |a 3. Strategy Formulation in the Marketing Planning Process3.1 Strategic Marketing Planning; 3.1.1 Vision and Mission Statement; 3.1.2 Strategic Objectives; 3.1.3 Estimation of the Planning Gap and Problem Diagnosis; 3.1.4 The Search for Strategy Alternatives for Closing Planning Gap; 3.1.5 Ansoff's Generic Strategies for Growth; 3.1.6 Porter's Three Generic Strategies; 3.1.7 The BCG Portfolio Matrix Model; 3.1.8 The GE-Matrix Multifactor Portfolio Matrix; 3.1.9 A New Product Portfolio Approach; 3.1.10 Strategy Evaluation and Selection; 3.1.11 Estimating Financial Consequences | |
| 505 | 8 | |a 3.2 Market Segmentation, Targeting and Positioning3.2.1 The Benefits and Underlying Premises of Market Segmentation; 3.2.2 The Segmentation, Targeting and Positioning Approach; 3.2.3 Segmenting Consumer Markets (B2C); 3.2.4 Segmenting the Business Markets (B2B); 3.2.5 Segmenting International Markets and Countries; 3.2.6 Target Marketing; 3.2.7 Positioning Strategy; 3.2.8 Difficulties of Implementing Segmentation in the Organisation; Summary; 4. Marketing Mix in the Marketing Planning Process; 4.1 Product and Service Decisions; 4.1.1 Different Product Levels | |
| 505 | 8 | |a Das Marketing-Lehrbuch in englischer Sprache, zugeschnitten auf den europäischen Markt. Mit zahlreichen Übungsaufgaben, Vertiefungsfragen, Praxisbeispielen und Fallstudien: "Marketing - A Relationship Perspective" is back for a second edition and continues to set a benchmark for achievement in introductory marketing courses across Europe. It is a comprehensive, broad-based and challenging basic marketing text which describes and analyses the basic concepts and strategic role of marketing and its practical application in managerial decision-making. It integrates the 'new' relationship approach | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Industrial Management |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Management |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Management Science |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Organizational Behavior |2 bisacsh | |
| 650 | 4 | |a Marketing / Management | |
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| 650 | 4 | |a Relationship marketing | |
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| 650 | 7 | |a Relationship marketing |2 fast | |
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Datensatz im Suchindex
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| author | Hollensen, Svend |
| author_facet | Hollensen, Svend |
| author_role | aut |
| author_sort | Hollensen, Svend |
| author_variant | s h sh |
| building | Verbundindex |
| bvnumber | BV044359450 |
| classification_rvk | QP 600 QP 620 |
| collection | ZDB-4-NLEBK |
| contents | Cover; To content / To the authors; Title; Preface to the Second Edition; Brief contents; Detailed contents; 1. Fundamentals of Relationship Marketing; 1.1 The Evolution of Relationship Marketing; 1.2 Definition of Relationship Marketing; 1.3 Relationship Economics; 1.4 Relationship Drivers; 1.5 Relationship Marketing as an Integrative Management Approach; 1.6 Fundamentals of Marketing Planning; Summary; 2. Situational Analysis in the Marketing Planning Process; 2.1 Marketing Research; 2.1.1 Introduction; 2.1.2 Linking Marketing Research to the Decision-Making Process 2.1.3 Secondary Research2.1.4 Primary Research; 2.1.5 Online (Internet) Primary Research Methods; 2.1.6 Other Types of Market Research; 2.1.7 Setting up a Marketing Information System (MIS); 2.1.8 Marketing Research based on Web 2.0; 2.2 Assessing the Internal Marketing Situation; 2.2.1 Internal Relationships; 2.2.2 Market Orientation View (MOV); 2.2.3 Resource Based View (RBV); 2.2.4 Major Sources of Competitive Advantage; 2.3 Assessing the External Marketing Situation; 2.3.1 PEST Analysis; 2.3.2 External Relationships to Stakeholders in the Value Net; 2.3.2.1. Relationships with Suppliers 2.3.2.2. Relationships with Customers2.3.2.3. Relationships with Partners/Complementors; 2.3.2.4. Relationships with Competitors; 2.3.2.5. Other External Relationships; 2.4 Analyzing Buying Behaviour on the B2C Market; 2.5 Analyzing Buying Behaviour on the B2B Market; 2.6 Comparing B2B and B2C Markets; 2.7 SWOT Analysis; 2.7.1 Elements of a SWOT Analysis; 2.7.2 Matching and Converging in the SWOT Matrix; 2.7.3 Application of the SWOT Analysis; 2.7.4 Required Analysis; 2.7.5 Benefits and Barriers for Conducting a SWOT Analysis; 2.7.6 Multilevel SWOT Analysis; Summary 3. Strategy Formulation in the Marketing Planning Process3.1 Strategic Marketing Planning; 3.1.1 Vision and Mission Statement; 3.1.2 Strategic Objectives; 3.1.3 Estimation of the Planning Gap and Problem Diagnosis; 3.1.4 The Search for Strategy Alternatives for Closing Planning Gap; 3.1.5 Ansoff's Generic Strategies for Growth; 3.1.6 Porter's Three Generic Strategies; 3.1.7 The BCG Portfolio Matrix Model; 3.1.8 The GE-Matrix Multifactor Portfolio Matrix; 3.1.9 A New Product Portfolio Approach; 3.1.10 Strategy Evaluation and Selection; 3.1.11 Estimating Financial Consequences 3.2 Market Segmentation, Targeting and Positioning3.2.1 The Benefits and Underlying Premises of Market Segmentation; 3.2.2 The Segmentation, Targeting and Positioning Approach; 3.2.3 Segmenting Consumer Markets (B2C); 3.2.4 Segmenting the Business Markets (B2B); 3.2.5 Segmenting International Markets and Countries; 3.2.6 Target Marketing; 3.2.7 Positioning Strategy; 3.2.8 Difficulties of Implementing Segmentation in the Organisation; Summary; 4. Marketing Mix in the Marketing Planning Process; 4.1 Product and Service Decisions; 4.1.1 Different Product Levels Das Marketing-Lehrbuch in englischer Sprache, zugeschnitten auf den europäischen Markt. Mit zahlreichen Übungsaufgaben, Vertiefungsfragen, Praxisbeispielen und Fallstudien: "Marketing - A Relationship Perspective" is back for a second edition and continues to set a benchmark for achievement in introductory marketing courses across Europe. It is a comprehensive, broad-based and challenging basic marketing text which describes and analyses the basic concepts and strategic role of marketing and its practical application in managerial decision-making. It integrates the 'new' relationship approach |
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| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | Second edition |
| format | Electronic eBook |
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| indexdate | 2024-12-20T18:00:53Z |
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| isbn | 9783800649297 3800649292 9783800648702 3800648709 |
| language | German |
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| owner_facet | DE-91 DE-BY-TUM |
| physical | 1 online resource illustrations (some color) |
| psigel | ZDB-4-NLEBK ZDB-4-NLEBK TUM_PDA_EBSCOBAE_Kauf |
| publishDate | 2015 |
| publishDateSearch | 2015 |
| publishDateSort | 2015 |
| publisher | Verlag Franz Vahlen |
| record_format | marc |
| spellingShingle | Hollensen, Svend Marketing a relationship perspective Cover; To content / To the authors; Title; Preface to the Second Edition; Brief contents; Detailed contents; 1. Fundamentals of Relationship Marketing; 1.1 The Evolution of Relationship Marketing; 1.2 Definition of Relationship Marketing; 1.3 Relationship Economics; 1.4 Relationship Drivers; 1.5 Relationship Marketing as an Integrative Management Approach; 1.6 Fundamentals of Marketing Planning; Summary; 2. Situational Analysis in the Marketing Planning Process; 2.1 Marketing Research; 2.1.1 Introduction; 2.1.2 Linking Marketing Research to the Decision-Making Process 2.1.3 Secondary Research2.1.4 Primary Research; 2.1.5 Online (Internet) Primary Research Methods; 2.1.6 Other Types of Market Research; 2.1.7 Setting up a Marketing Information System (MIS); 2.1.8 Marketing Research based on Web 2.0; 2.2 Assessing the Internal Marketing Situation; 2.2.1 Internal Relationships; 2.2.2 Market Orientation View (MOV); 2.2.3 Resource Based View (RBV); 2.2.4 Major Sources of Competitive Advantage; 2.3 Assessing the External Marketing Situation; 2.3.1 PEST Analysis; 2.3.2 External Relationships to Stakeholders in the Value Net; 2.3.2.1. Relationships with Suppliers 2.3.2.2. Relationships with Customers2.3.2.3. Relationships with Partners/Complementors; 2.3.2.4. Relationships with Competitors; 2.3.2.5. Other External Relationships; 2.4 Analyzing Buying Behaviour on the B2C Market; 2.5 Analyzing Buying Behaviour on the B2B Market; 2.6 Comparing B2B and B2C Markets; 2.7 SWOT Analysis; 2.7.1 Elements of a SWOT Analysis; 2.7.2 Matching and Converging in the SWOT Matrix; 2.7.3 Application of the SWOT Analysis; 2.7.4 Required Analysis; 2.7.5 Benefits and Barriers for Conducting a SWOT Analysis; 2.7.6 Multilevel SWOT Analysis; Summary 3. Strategy Formulation in the Marketing Planning Process3.1 Strategic Marketing Planning; 3.1.1 Vision and Mission Statement; 3.1.2 Strategic Objectives; 3.1.3 Estimation of the Planning Gap and Problem Diagnosis; 3.1.4 The Search for Strategy Alternatives for Closing Planning Gap; 3.1.5 Ansoff's Generic Strategies for Growth; 3.1.6 Porter's Three Generic Strategies; 3.1.7 The BCG Portfolio Matrix Model; 3.1.8 The GE-Matrix Multifactor Portfolio Matrix; 3.1.9 A New Product Portfolio Approach; 3.1.10 Strategy Evaluation and Selection; 3.1.11 Estimating Financial Consequences 3.2 Market Segmentation, Targeting and Positioning3.2.1 The Benefits and Underlying Premises of Market Segmentation; 3.2.2 The Segmentation, Targeting and Positioning Approach; 3.2.3 Segmenting Consumer Markets (B2C); 3.2.4 Segmenting the Business Markets (B2B); 3.2.5 Segmenting International Markets and Countries; 3.2.6 Target Marketing; 3.2.7 Positioning Strategy; 3.2.8 Difficulties of Implementing Segmentation in the Organisation; Summary; 4. Marketing Mix in the Marketing Planning Process; 4.1 Product and Service Decisions; 4.1.1 Different Product Levels Das Marketing-Lehrbuch in englischer Sprache, zugeschnitten auf den europäischen Markt. Mit zahlreichen Übungsaufgaben, Vertiefungsfragen, Praxisbeispielen und Fallstudien: "Marketing - A Relationship Perspective" is back for a second edition and continues to set a benchmark for achievement in introductory marketing courses across Europe. It is a comprehensive, broad-based and challenging basic marketing text which describes and analyses the basic concepts and strategic role of marketing and its practical application in managerial decision-making. It integrates the 'new' relationship approach BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Marketing / Management Marketing Relationship marketing Marketing / Management fast Relationship marketing fast Wirtschaft Relationship marketing Marketing Management Marketing (DE-588)4037589-4 gnd Unternehmen (DE-588)4061963-1 gnd Beziehungsmarketing (DE-588)4789127-0 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4061963-1 (DE-588)4789127-0 (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 Prof. Svend Hollensen, Ph.D., Prof. Marc Oliver Opresnik, Ph.D. |
| title_fullStr | Marketing a relationship perspective by Prof. Svend Hollensen, Ph.D., Prof. Marc Oliver Opresnik, Ph.D. |
| title_full_unstemmed | Marketing a relationship perspective by Prof. Svend Hollensen, Ph.D., Prof. Marc Oliver Opresnik, Ph.D. |
| title_short | Marketing |
| title_sort | marketing a relationship perspective |
| title_sub | a relationship perspective |
| topic | BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Marketing / Management Marketing Relationship marketing Marketing / Management fast Relationship marketing fast Wirtschaft Relationship marketing Marketing Management Marketing (DE-588)4037589-4 gnd Unternehmen (DE-588)4061963-1 gnd Beziehungsmarketing (DE-588)4789127-0 gnd |
| topic_facet | BUSINESS & ECONOMICS / Industrial Management BUSINESS & ECONOMICS / Management BUSINESS & ECONOMICS / Management Science BUSINESS & ECONOMICS / Organizational Behavior Marketing / Management Marketing Relationship marketing Wirtschaft Relationship marketing Marketing Management Unternehmen Beziehungsmarketing Hochschulschrift |
| work_keys_str_mv | AT hollensensvend marketingarelationshipperspective AT opresnikmarco marketingarelationshipperspective |