TY  - BOOK
AU  - Redler,Jörn
TI  - Marketing: Principles of Customer-Centric Business Management
SN  - 3830543573
AV  - HF5415 .M375 2022
PY  - 2022///
CY  - DE
PB  - BWV Berliner Wissenschafts-Verlag
KW  - Relationship marketing
KW  - Customer relations
KW  - Marketing
KW  - Management
KW  - Electronic Books
N1  - 14.1 Basics of pricing; 2; 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; 2; b
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