Marketing

Svend Hollensen; Marc Oliver Opresnik

doi:10.15358/9783800649297

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Bibliographic data

Copyright year: 2015
ISBN-Print: 978-3-8006-4928-0
ISBN-Online: 978-3-8006-4929-7
Publisher: Vahlen, München
Language: German
Pages: 515
Product type: Book Titles

Titelei/Inhaltsverzeichnis No access Pages 1 - 15
1. 1.1 The Evolution of Relationship Marketing No access Pages 16 - 22
2. 1.2 Definition of Relationship Marketing No access Pages 22 - 23
3. 1.3 Relationship Economics No access Pages 23 - 28
4. 1.4 Relationship Drivers No access Pages 28 - 35
5. 1.5 Relationship Marketing as an Integrative Management Approach No access Pages 35 - 38
6. 1.6 Fundamentals of Marketing Planning No access Pages 38 - 48
7. Summary No access Pages 48 - 58
1. 2.1 Marketing Research No access Pages 58 - 88
2. 2.2 Assessing the Internal Marketing Situation No access Pages 88 - 106
3. 2.3 Assessing the External Marketing Situation No access Pages 106 - 120
4. 2.4 Analyzing Buying Behaviour on the B2C Market No access Pages 120 - 125
5. 2.5 Analyzing Buying Behaviour on the B2B Market No access Pages 125 - 128
6. 2.6 Comparing B2B and B2C Markets No access Pages 128 - 129
7. 2.7 SWOT Analysis No access Pages 129 - 140
8. Summary No access Pages 140 - 154
1. 3.1 Strategic Marketing Planning No access Pages 154 - 183
2. 3.2 Market Segmentation, Targeting and Positioning No access Pages 183 - 208
3. Summary No access Pages 208 - 218
1. 4.1 Product and Service Decisions No access Pages 218 - 258
2. 4.2 Pricing Decisions No access Pages 258 - 280
3. 4.3 Distribution Decisions No access Pages 280 - 320
4. 4.4 Communication Decisions No access Pages 320 - 398
1. 5.1 Organizing and Implementing the Marketing Plan No access Pages 398 - 428
2. 5.2 Budgeting and Control No access Pages 428 - 440
3. 5.3 Ethical, Social and Environmental Aspects of Marketing Planning No access Pages 440 - 463
4. 5.4 Developing and Managing Customer Relationships No access Pages 463 - 493
References No access Pages 493 - 510
About the Authors No access Pages 510 - 511
Subject and Companies Index No access Pages 511 - 515
Impressum No access Pages 515 - 515