MARC details
| 000 -LEADER |
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| fixed length control field |
04422cam a2200433Mi 4500 |
| 001 - CONTROL NUMBER |
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| control field |
on1296424457 |
| 003 - CONTROL NUMBER IDENTIFIER |
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| control field |
OCoLC |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20240726104849.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
220212s2022 deu o 000 0 eng d |
| 040 ## - CATALOGING SOURCE |
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| Original cataloging agency |
EBLCP |
| Language of cataloging |
eng |
| Description conventions |
pn |
| -- |
rda |
| Transcribing agency |
EBLCP |
| Modifying agency |
NT |
| -- |
EBLCP |
| -- |
NT |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
3830543573 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9783830543572 |
| Qualifying information |
|
| 050 04 - LIBRARY OF CONGRESS CALL NUMBER |
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| Classification number |
HF5415 |
| Item number |
.M375 2022 |
| 049 ## - LOCAL HOLDINGS (OCLC) |
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| Holding library |
MAIN |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Redler, Jörn. |
| Relator term |
Author |
| 245 10 - TITLE STATEMENT |
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| Title |
Marketing : |
| Remainder of title |
Principles of Customer-Centric Business Management. |
| Statement of responsibility, etc. |
|
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. |
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| Place of publication, distribution, etc. |
DE : |
| Name of publisher, distributor, etc. |
BWV Berliner Wissenschafts-Verlag, |
| Date of publication, distribution, etc. |
(c)2022. |
| 300 ## - PHYSICAL DESCRIPTION |
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| Extent |
1 online resource (302 pages) |
| 336 ## - CONTENT TYPE |
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| Content type term |
text |
| Content type code |
txt |
| Source |
rdacontent |
| 337 ## - MEDIA TYPE |
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| Media type term |
computer |
| Media type code |
c |
| Source |
rdamedia |
| 338 ## - CARRIER TYPE |
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| Carrier type term |
online resource |
| Carrier type code |
cr |
| Source |
rdacarrier |
| 347 ## - DIGITAL FILE CHARACTERISTICS |
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| File type |
data file |
| Source |
rda |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
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| Bibliography, etc. note |
Includes bibliographies and index. |
| 505 00 - FORMATTED CONTENTS NOTE |
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| Formatted contents note |
Intro -- |
| Title |
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 |
| 505 00 - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
4 Buyer behaviour and analysis -- |
| Title |
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 |
| 505 00 - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
5.2 Data collection methods -- |
| Title |
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 |
| 505 00 - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
8.2 Customer-related strategies -- |
| Title |
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 |
| 505 00 - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
11.1 Basics of sales management -- |
| Title |
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 |
| 500 ## - GENERAL NOTE |
|---|
| General note |
14.1 Basics of pricing. |
| 530 ## - COPYRIGHT INFORMATION: |
|---|
| COPYRIGHT INFORMATION |
COPYRIGHT NOT covered - Click this link to request copyright permission: |
| Uniform Resource Identifier |
<a href="b">b</a> |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Relationship marketing. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Customer relations. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Marketing |
| General subdivision |
Management. |
| 655 #1 - INDEX TERM--GENRE/FORM |
|---|
| Genre/form data or focus term |
Electronic Books. |
| 856 40 - ELECTRONIC LOCATION AND ACCESS |
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| -- |
Click to access digital title | log in using your CIU ID number and my.ciu.edu password. |
| Uniform Resource Identifier |
<a href="httpss://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=3171865&site=eds-live&custid=s3260518">httpss://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=3171865&site=eds-live&custid=s3260518</a> |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
Online Book (LOGIN USING YOUR MY CIU LOGIN AND PASSWORD) |
| DONATED BY: |
|
| VENDOR |
EBSCO |
| Classification part |
HF. |
| PUBLICATION YEAR |
2022 |
| LOCATION |
ONLINE |
| REQUESTED BY: |
|
| -- |
|
| -- |
NFIC |
| Source of classification or shelving scheme |
|
| 994 ## - |
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| -- |
92 |
| -- |
NT |
| 902 ## - LOCAL DATA ELEMENT B, LDB (RLIN) |
|---|
| a |
1 |
| b |
Cynthia Snell |
| c |
1 |
| d |
Cynthia Snell |