Marketing : Principles of Customer-Centric Business Management.
Redler, Jörn.
Marketing : Principles of Customer-Centric Business Management. - DE : BWV Berliner Wissenschafts-Verlag, (c)2022. - 1 online resource (302 pages)
14.1 Basics of pricing.
Includes bibliographies and index.
Intro -- Table of Contents -- A Adopting the marketing perspective -- 1 Approaching marketing -- 1.1 Ideas about marketing -- 1.2 The relevant market -- 1.3 Marketing as an applied science -- 2 Marketing management -- 2.1 Nature and process of marketing management -- 2.2 Planning levels -- 2.3 Marketing programmes and the marketing mix -- 2.4 Marketing concept and the marketing plan -- B Understanding markets and customers -- 3 The marketing environment -- 3.1 External forces impacting on marketing success -- 3.2 Micro-environment and macro-environment -- 3.3 The market system 4 Buyer behaviour and analysis -- 4.1 Buyer behaviour -- 4.2 General framework for the analysis and explanation ofindividual buying behaviour -- 4.3 Factors influencing individual buying behaviour -- 4.3.1 Person-related factors -- 4.3.2 Psychological factors -- 4.3.2.1 Interaction of energetic and cognitive processes -- 4.3.2.2 Energetically dominated constructs and processes -- 4.3.2.3 Cognitively dominated constructs and processes -- 4.4 Types of individual purchasing decisions -- 4.5 Organizational buying behaviour -- 5 Market research -- 5.1 Types and process of market research 5.2 Data collection methods -- 5.3 Sampling -- 5.4 Special research designs: Experiments and panels -- 5.5 Quality criteria for market research -- 5.6 Data analysis -- C Setting the strategic frame -- 6 Marketing objectives -- 6.1 Characteristics and types of marketing objectives -- 6.2 Thematic dimensions of marketing objectives -- 7 Strategic analysis -- 7.1 Analyses to diagnose the internal situation -- 7.2 Analyses to diagnose the external situation -- 7.3 SWOT to merge results from internal and external analysis -- 8 Marketing strategies -- 8.1 Competition-related strategies 8.2 Customer-related strategies -- 8.2.1. Area strategies -- 8.2.2 Growth strategies -- 8.2.3 Innovation strategies -- 8.2.4 Segmentation strategies -- 8.2.5 Value proposition strategies -- 8.3 Time-related strategies -- 8.4 Budgeting for marketing strategies -- D Designing and implementing marketing programmes -- 9 Brand decisions -- 9.1 Basics about the brand -- 9.2 Brand policy decisions -- 10 Product decisions -- 10.1 Basics of products and services -- 10.2 Product mix decisions -- 10.3 Product innovation -- 11 Sales and customer relationship management decisions 11.1 Basics of sales management -- 11.2 Distribution channel decisions -- 11.3 Channel member decisions -- 11.4 Vertical coordination of channels -- 11.5 Personal selling -- 11.6 Customer management and CRM -- 11.7 Complaint management -- 12 Marketing communications decisions -- 12.1 Basics of marketing communications -- 12.2 Above-the-line communications -- 12.3 Below-the-line communications -- 12.4 Media planning -- 13 Sales promotions decisions -- 13.1 Basics of sales promotions -- 13.2 Sales promotions as a cross-sectional task -- 13.3 Sales promotions tools -- 14 Pricing decisions
3830543573 9783830543572
Relationship marketing.
Customer relations.
Marketing--Management.
Electronic Books.
HF5415 / .M375 2022
Marketing : Principles of Customer-Centric Business Management. - DE : BWV Berliner Wissenschafts-Verlag, (c)2022. - 1 online resource (302 pages)
14.1 Basics of pricing.
Includes bibliographies and index.
Intro -- Table of Contents -- A Adopting the marketing perspective -- 1 Approaching marketing -- 1.1 Ideas about marketing -- 1.2 The relevant market -- 1.3 Marketing as an applied science -- 2 Marketing management -- 2.1 Nature and process of marketing management -- 2.2 Planning levels -- 2.3 Marketing programmes and the marketing mix -- 2.4 Marketing concept and the marketing plan -- B Understanding markets and customers -- 3 The marketing environment -- 3.1 External forces impacting on marketing success -- 3.2 Micro-environment and macro-environment -- 3.3 The market system 4 Buyer behaviour and analysis -- 4.1 Buyer behaviour -- 4.2 General framework for the analysis and explanation ofindividual buying behaviour -- 4.3 Factors influencing individual buying behaviour -- 4.3.1 Person-related factors -- 4.3.2 Psychological factors -- 4.3.2.1 Interaction of energetic and cognitive processes -- 4.3.2.2 Energetically dominated constructs and processes -- 4.3.2.3 Cognitively dominated constructs and processes -- 4.4 Types of individual purchasing decisions -- 4.5 Organizational buying behaviour -- 5 Market research -- 5.1 Types and process of market research 5.2 Data collection methods -- 5.3 Sampling -- 5.4 Special research designs: Experiments and panels -- 5.5 Quality criteria for market research -- 5.6 Data analysis -- C Setting the strategic frame -- 6 Marketing objectives -- 6.1 Characteristics and types of marketing objectives -- 6.2 Thematic dimensions of marketing objectives -- 7 Strategic analysis -- 7.1 Analyses to diagnose the internal situation -- 7.2 Analyses to diagnose the external situation -- 7.3 SWOT to merge results from internal and external analysis -- 8 Marketing strategies -- 8.1 Competition-related strategies 8.2 Customer-related strategies -- 8.2.1. Area strategies -- 8.2.2 Growth strategies -- 8.2.3 Innovation strategies -- 8.2.4 Segmentation strategies -- 8.2.5 Value proposition strategies -- 8.3 Time-related strategies -- 8.4 Budgeting for marketing strategies -- D Designing and implementing marketing programmes -- 9 Brand decisions -- 9.1 Basics about the brand -- 9.2 Brand policy decisions -- 10 Product decisions -- 10.1 Basics of products and services -- 10.2 Product mix decisions -- 10.3 Product innovation -- 11 Sales and customer relationship management decisions 11.1 Basics of sales management -- 11.2 Distribution channel decisions -- 11.3 Channel member decisions -- 11.4 Vertical coordination of channels -- 11.5 Personal selling -- 11.6 Customer management and CRM -- 11.7 Complaint management -- 12 Marketing communications decisions -- 12.1 Basics of marketing communications -- 12.2 Above-the-line communications -- 12.3 Below-the-line communications -- 12.4 Media planning -- 13 Sales promotions decisions -- 13.1 Basics of sales promotions -- 13.2 Sales promotions as a cross-sectional task -- 13.3 Sales promotions tools -- 14 Pricing decisions
3830543573 9783830543572
Relationship marketing.
Customer relations.
Marketing--Management.
Electronic Books.
HF5415 / .M375 2022