Marketing Success Factors

Prof. Dr. Katja Gelbrich &lt;Katholische Universität Eichstätt-Ingolstadt; Prof. em. Dr. Stefan Müller &lt;Technische Universität Dresden

doi:10.15358/9783800674855

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Bibliographic data

Publication year: 2025
Publication date: 31.05.2025
ISBN-Print: -
ISBN-Online: 978-3-8006-7485-5
Publisher: Vahlen, München
Language: English
Pages: 250
Product type: Book Titles

Titelei/Inhaltsverzeichnis No access Pages I - XIV
1. 1 Overview No access
2. 1. 2.1 Basics No access
  2. 2.2 Marketing Mix No access
  3. 2.3 Problem of Attributability No access
3. 1. 3.1 Overview No access
  2. 3.2 Logic and Methods of Success Factor Research No access
4. 1. 4.1 Digitalization and Global Networking No access
  2. 4.2 Phases of Networking No access
  3. 4.3 Structural Breaks and Consequences for Marketing No access
5. 1. 5.1 Overview No access
  2. 5.2 Success and Failure No access
1. 1 Importance of Goals No access
2. 2 Basic Features of a Marketing Concept No access
3. 1. 3.1 Basics No access
  2. 3.2 Hierarchy and Interactions of Goals No access
  3. 3.3 Goal Setting No access
  4. 3.4 Recommended Actions No access
4. 1. 4.1 Customer-Focused Strategies No access
  2. 4.2 Competition-Orientated Strategies No access
  3. 4.3 Cooperative Strategies No access
5. 5 Marketing Controlling No access
1. 1. 1.1 SR Model and SOR Model No access
  2. 1.2 Structure of the Buying Decision Process No access
2. 1. 2.1 Basics No access
  2. 2.2 Identification of Needs No access
  3. 2.3 Changing Needs No access
3. 1. 3.1 Information Reception No access
  2. 3.2 Information Processing No access
  3. 3.3 Information Storage No access
  4. 3.4 Information Avoidance No access
4. 1. 4.1 Overview No access
  2. 4.2 Cognitively Controlled Purchase Decisions No access
  3. 4.3 Emotionally Driven Purchase Decisions No access
5. 1. 5.1 Real Advisors No access
  2. 5.2 Virtual Advisors No access
  3. 5.3 Public Institutions No access
1. 1 Ideas of Man No access
2. 1. 2.1 Basics No access
  2. 2.2 Attitude Theories No access
  3. 2.3 Attitude/Behavior Discrepancy No access
3. 1. 3.1 Theories No access
  2. 3.2 Primary and Secondary Emotions No access
4. 1. 4.1 Overchoice and Regret No access
  2. 4.2 Customer Satisfaction No access
  3. 4.3 Customer Loyalty No access
5. 1. 5.1 Attribution No access
  2. 5.2 Dissonance and Consonance No access
  3. 5.3 Complaints No access
6. 1. 6.1 Confirmation Bias No access
  2. 6.2 Overconfidence No access
  3. 6.3 Loss Aversion No access
  4. 6.4 Possession Effect No access
  5. 6.5 Framing Effect No access
  6. 6.6 Mental Accounting No access
1. 1. 1.1 Types of Goods No access
  2. 1.2 Product Life Cycle No access
  3. 1.3 Types of Innovation No access
2. 1. 2.1 Pressure to Innovate No access
  2. 2.2 Success Factors of Product Innovation No access
  3. 2.3 Innovation or Imitation? No access
3. 1. 3.1 Generating Ideas No access
  2. 3.2 From Rough to Fine Selection No access
  3. 3.3 Test Phase No access
4. 1. 4.1 Timing of Market Entry No access
  2. 4.2 Adoption and Diffusion No access
5. 1. 5.1 Product Quality No access
  2. 5.2 Individualization No access
  3. 5.3 Product Packaging No access
  4. 5.4 Product-Related Services No access
6. 1. 6.1 Extension of the Product Life Cycle No access
  2. 6.2 Termination of the Product Life Cycle No access
1. 1 Basics No access
2. 2 Product Perception No access
3. 3 Product Knowledge and Brand Knowledge No access
4. 1. 4.1 Basics No access
  2. 4.2 Price/Quality Hypothesis No access
  3. 4.3 Country of Origin No access
5. 1. 5.1 Brands No access
  2. 5.2 Brand Strategies No access
  3. 5.3 Brand Benefit No access
  4. 5.4 Brand Management No access
  5. 5.5 Brand Ambassador No access
1. 1. 1.1 Functions of the Price No access
  2. 1.2 Digital Pricing Policy No access
2. 1. 2.1 Price/Sales Function No access
  2. 2.2 Price/Revenue-Function No access
3. 1. 3.1 Strategic Options of Pricing No access
  2. 3.2 Cost-Oriented Pricing No access
  3. 3.3 Demand-Orientated Pricing No access
  4. 3.4 Competitive Pricing No access
4. 1. 4.1 Basic Principle No access
  2. 4.2 Traditional Types of Price Discrimination No access
  3. 4.3 Modern Types of Price Discrimination No access
5. 5 Price Enforcement No access
6. 1. 6.1 Price Increase No access
  2. 6.2 Price Reduction No access
7. 7 Recent Developments in Pricing Policy No access
1. 1 Behavioral Pricing No access
2. 1. 2.1 Price Interest No access
  2. 2.2 Price Image No access
3. 1. 3.1 Reference Prices No access
  2. 3.2 Odd vs. Round Price Ending No access
  3. 3.3 Price Thresholds No access
4. 1. 4.1 Price Assessment No access
  2. 4.2 Price Satisfaction No access
  3. 4.3 Price Fairness No access
  4. 4.4 Price/Quality Relationship No access
  5. 4.5 Processing Discount Information No access
5. 1. 5.1 Price Knowledge No access
  2. 5.2 Price Emotions No access
6. 1. 6.1 Price Sensitivity No access
  2. 6.2 Willingness to Pay No access
1. 1. 1.1 Functions No access
  2. 1.2 Strategic Relevance No access
2. 2 Location Policy No access
3. 1. 3.1 Advantages & Disadvantages No access
  2. 3.2 Internal Sales Organizations No access
  3. 3.3 Sales Assistants No access
  4. 3.4 Market Events No access
  5. 3.5 Media Sales No access
  6. 3.6 Digital Nonstore Retailing: E-Commerce No access
4. 1. 4.1 Wholesaling No access
  2. 4.2 Retail Trade No access
5. 1. 5.1 Overview No access
  2. 5.2 Stationary or Online Retailing? No access
  3. 5.3 Established or Innovative Sales Channels? No access
  4. 5.4 Intensive or Selective Distribution? No access
  5. 5.5 Single or Multi-Channel Distribution? No access
6. 1. 6.1 Conflicts of Interest No access
  2. 6.2 Gatekeeper Function of the Retail Sector No access
  3. 6.3 New Players No access
7. 1. 7.1 Competitive Conflict Resolution No access
  2. 7.2 Cooperative Conflict Resolution No access
  3. 7.3 Conflict Avoidance No access
1. 1. 1.1 The Rise and Fall of Trading Companies No access
  2. 1.2 Positioning Requirements No access
2. 1. 2.1 Proximity to the Target Group No access
  2. 2.2 Proximity and Distance to Complementary Providers and Competitors No access
  3. 2.3 Location Image No access
  4. 2.4 Purchasing Power in the Catchment Area No access
  5. 2.5 Computer-Aided Location Planning No access
3. 1. 3.1 Assortment Structure No access
  2. 3.2 Complementary Effects No access
  3. 3.3 Brand Architecture No access
4. 1. 4.1 Stationary Shops No access
  2. 4.2 Online Shops No access
5. 1. 5.1 Entry Phase No access
  2. 5.2 Argumentation Phase No access
  3. 5.3 Purchase Phase No access
6. 1. 6.1 Staging the Purchase No access
  2. 6.2 Digitalization No access
1. 1 Communication Competition No access
2. 1. 2.1 Overview No access
  2. 2.2 Copy Strategy No access
  3. 2.3 Agency Briefing No access
3. 1. 3.1 Presentation of the Arguments No access
  2. 3.2 Style of Argumentation No access
  3. 3.3 Design Options No access
  4. 3.4 Individualization of the Advertising Message No access
  5. 3.5 Timing of the Advertising Message No access
4. 1. 4.1 Intermedia Selection No access
  2. 4.2 Intramedia Selection No access
5. 1. 5.1 Delineation No access
  2. 5.2 Models of Advertising Impact No access
  3. 5.3 Determining Advertising Impact No access
6. 6 From Above to Below the Line Communication No access
1. 1 Introduction No access
2. 1. 2.1 Basics No access
  2. 2.2 Activation Strategies No access
  3. 2.3 Control of Success No access
  4. 2.4 Risks of the Activation Strategy No access
3. 1. 3.1 Basics No access
  2. 3.2 Verbal vs. Nonverbal Information No access
  3. 3.3 Informing vs. Influencing Information No access
  4. 3.4 Analogue vs. Digital Information No access
4. 1. 4.1 Convincing Instead of Persuasion No access
  2. 4.2 Word-of-Mouth (WoM) No access
  3. 4.3 Acceptance of Commercial Communication No access
5. 1. 5.1 Creating Attitudes No access
  2. 5.2 Changing Attitudes No access
6. 1. 6.1 Analogue vs. Digital Communication No access
  2. 6.2 Advertising Impact Criteria No access
  3. 6.3 Some Instruments of Online Advertising No access
References No access Pages 233 - 250