Marketing : Principles of Customer-Centric Business Management.

By:

Redler, Jörn [Author]

Material type: Text

text

Media type:

computer

Carrier type:

online resource

ISBN:

3830543573
9783830543572

Subject(s):

Genre/Form:

Electronic Books.

LOC classification:

HF5415 .M375 2022

Online resources:

Click to access digital title | log in using your CIU ID number and my.ciu.edu password.

Available additional physical forms:

Contents:

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

4.1 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

5.3 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

8.2.1. 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

11.2 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

Tags from this library: No tags from this library for this title. Log in to add tags.

Average rating: 0.0 (0 votes)

Holdings
Item type	Current library	Collection	Call number	URL	Status	Date due	Barcode
Online Book (LOGIN USING YOUR MY CIU LOGIN AND PASSWORD)	G. Allen Fleece Library ONLINE	Non-fiction	HF5415.55 (Browse shelf(Opens below))	Link to resource	Available		on1296424457

Browsing G. Allen Fleece Library shelves, Shelving location: ONLINE, Collection: Non-fiction Close shelf browser (Hides shelf browser)

Previous								Next
Previous	HF5415.5 Tilt : shifting your strategy from products to customers /	HF5415.525 Harvard business review on increasing customer loyalty.	HF5415.527 Do You Want to Keep Your Customers Forever?	HF5415.55 Marketing : Principles of Customer-Centric Business Management.	HF5415.55 Winning on purpose : the unbeatable strategy of loving customers /	HF5415.55 Who do you want your customers to become? /Michael Schrage.	HF5415.55 Connected strategy : building continuous customer relationships for competitive advantage /	Next

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