| Description |
1 online resource |
| Contents |
Cover; Zum Inhalt_Autor; Titel; Preface; 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; Case 1: Nordex AG; 2. Situational Analysis in the Marketing Planning Process; 2.1 Assessing the Internal Marketing Situation; 2.1.1 Internal Relationships; 2.1.2 Market Orientation View (MOV); 2.1.3 Resource Based View (RBV) |
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2.1.4 Major Sources of Competitive Advantage2.2 Assessing the External Marketing Situation; 2.2.1 PEST Analysis; 2.2.2 External Relationships to Stakeholders in the Value Net; 2.2.2.1 Relationships with Suppliers; 2.2.2.2 Relationships with Customers; 2.2.2.3 Relationships with Partners/Complementors; 2.2.2.4 Relationships with Competitors; 2.2.2.5 Other External Relationships; 2.3 Analyzing Buying Behaviour on the B2C Market; 2.4 Analyzing Buying Behaviour on the B2B Market; 2.5 Comparing B2B and B2C Markets; 2.6 SWOT Analysis; 2.6.1 Elements of a SWOT Analysis |
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2.6.2 Matching and Converging in the SWOT Matrix2.6.3 Application of the SWOT Analysis; 2.6.4 Required Analysis; 2.6.5 Benefits and Barriers for Conducting a SWOT Analysis; 2.6.6 Multilevel SWOT Analysis; Case 2: BMW Motorcycles; 3. Strategy Formulation in the Marketing Planning Process; 3.1 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 |
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3.1.6 Porter's Three Generic Strategies3.1.7 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 Positioning; 3.2.1 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 |
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3.2.7 Positioning Strategy3.2.8 Difficulties of Implementing Segmentation in the Organization; Case 3: Royal Copenhagen A/S; 4. Marketing Mix in the Marketing Planning Process; 4.1 Product and Service Decisions; 4.1.1 Different Product Levels; 4.1.2 Product and Service Strategies; 4.1.3 Services Marketing; 4.1.4 New Product Development (NPD); 4.1.5 The Product Life Cycle; 4.1.6 New Products for the International Market; 4.1.7 Branding Strategy; 4.2 Pricing Decisions; 4.2.1 A Pricing Framework; 4.2.2 General Pricing Approaches; 4.2.2.1 Cost-Based Pricing; 4.2.2.2 Value-Based Pricing |
| Summary |
Marketing - A Relationship PerspectiveModerne Grundlange zum MarketingDas Lehrbuch behandelt eines der wichtigsten und aktuellsten Themenfelder des modernen Marketings. Der Ansatz verbindet dabei den klassischen Ansatz der strategischen Marketingplanung und seiner Instrumente mit dem neuen Ansatz des Relationship Marketing. Der ganzheitliche Ansatz des Buches umfasst dabei die aktuellen Marketing-Grundlagen, Praxisbeispiele sowie anwendungsorientierte Fallstudien und eignet sich somit ideal sowohl für Manager und Entscheidungsträger im Marketing-Bereich, Studenten in Bachelor- und Materstudien |
| Notes |
Print version record |
| Subject |
Relationship marketing.
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Marketing -- Management.
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BUSINESS & ECONOMICS -- Industrial Management.
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BUSINESS & ECONOMICS -- Management.
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BUSINESS & ECONOMICS -- Management Science.
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BUSINESS & ECONOMICS -- Organizational Behavior.
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Marketing -- Management.
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Relationship marketing.
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| Form |
Electronic book
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| Author |
Opresnik, Marc Oliver
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| ISBN |
9783800648702 |
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3800648709 |
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1322029431 |
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9781322029436 |
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