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Marketing

A Relationship Perspective
Authors:
Publisher:
 2010

Bibliographic data

Copyright year
2010
ISBN-Print
978-3-8006-3722-5
ISBN-Online
978-3-8006-4870-2
Publisher
Vahlen, München
Language
German
Pages
464
Product type
Book Titles

Table of contents

ChapterPages
  1. Titelei/Inhaltsverzeichnis No access 1 - 14
    1. 1.1 The Evolution of Relationship Marketing No access 15 - 21
    2. 1.2 Definition of Relationship Marketing No access 21 - 22
    3. 1.3 Relationship Economics No access 22 - 28
    4. 1.4 Relationship Drivers No access 28 - 31
    5. 1.5 Relationship Marketing as an Integrative Management Approach No access 31 - 36
    6. 1.6 Fundamentals of Marketing Planning No access 36 - 48
    7. Case 1: Nordex AG No access 48 - 57
    1. 2.1 Assessing the Internal Marketing Situation No access 57 - 75
    2. 2.2 Assessing the External Marketing Situation No access 75 - 88
    3. 2.3 Analyzing Buying Behaviour on the B2C Market No access 88 - 93
    4. 2.4 Analyzing Buying Behaviour on the B2B Market No access 93 - 96
    5. 2.5 Comparing B2B and B2C Markets No access 96 - 96
    6. 2.6 SWOT Analysis No access 96 - 110
    7. Case 2: BMW Motorcycles No access 110 - 123
    1. 3.1 Strategic Marketing Planning No access 123 - 149
    2. 3.2 Market Segmentation, Targeting and Positioning No access 149 - 180
    3. Case 3: Royal Copenhagen A/S No access 180 - 185
    1. 4.1 Product and Service Decisions No access 185 - 226
    2. 4.2 Pricing Decisions No access 226 - 248
    3. 4.3 Distribution Decisions No access 248 - 286
    4. 4.4 Communication Decisions No access 286 - 344
    5. Case 4: Heinrich Deichmann GmbH No access 344 - 358
    1. 5.1 Organizing and Implementing the Marketing Plan No access 358 - 388
    2. 5.2 Budgeting and Control No access 388 - 401
    3. 5.3 Ethical, Social and Environmental Aspects of Marketing Planning No access 401 - 420
    4. 5.4 Developing and Managing Customer Relationships No access 420 - 445
    5. Case 5: Alfred Ritter GmbH No access 445 - 460
  7. About the Authors No access 460 - 461
  8. Index No access 461 - 464
  9. Impressum No access 464 - 464

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