000			04422cam a2200433Mi 4500
001			on1296424457
003			OCoLC
005			20240726104849.0
008			220212s2022 deu o 000 0 eng d
040			_aEBLCP _beng _epn _erda _cEBLCP _dNT _dEBLCP _dNT
020			_a3830543573
020			_a9783830543572 _q((electronic)l(electronic)ctronic)
050	0	4	_aHF5415 _b.M375 2022
049			_aMAIN
100	1		_aRedler, Jörn. _e1
245	1	0	_aMarketing : _bPrinciples of Customer-Centric Business Management. _c
260			_aDE : _bBWV Berliner Wissenschafts-Verlag, _c(c)2022.
300			_a1 online resource (302 pages)
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
347			_adata file _2rda
504			_a2
505	0	0	_aIntro -- _tTable of Contents -- _tA Adopting the marketing perspective -- _t1 Approaching marketing -- _t1.1 Ideas about marketing -- _t1.2 The relevant market -- _t1.3 Marketing as an applied science -- _t2 Marketing management -- _t2.1 Nature and process of marketing management -- _t2.2 Planning levels -- _t2.3 Marketing programmes and the marketing mix -- _t2.4 Marketing concept and the marketing plan -- _tB Understanding markets and customers -- _t3 The marketing environment -- _t3.1 External forces impacting on marketing success -- _t3.2 Micro-environment and macro-environment -- _t3.3 The market system
505	0	0	_a4 Buyer behaviour and analysis -- _t4.1 Buyer behaviour -- _t4.2 General framework for the analysis and explanation ofindividual buying behaviour -- _t4.3 Factors influencing individual buying behaviour -- _t4.3.1 Person-related factors -- _t4.3.2 Psychological factors -- _t4.3.2.1 Interaction of energetic and cognitive processes -- _t4.3.2.2 Energetically dominated constructs and processes -- _t4.3.2.3 Cognitively dominated constructs and processes -- _t4.4 Types of individual purchasing decisions -- _t4.5 Organizational buying behaviour -- _t5 Market research -- _t5.1 Types and process of market research
505	0	0	_a5.2 Data collection methods -- _t5.3 Sampling -- _t5.4 Special research designs: Experiments and panels -- _t5.5 Quality criteria for market research -- _t5.6 Data analysis -- _tC Setting the strategic frame -- _t6 Marketing objectives -- _t6.1 Characteristics and types of marketing objectives -- _t6.2 Thematic dimensions of marketing objectives -- _t7 Strategic analysis -- _t7.1 Analyses to diagnose the internal situation -- _t7.2 Analyses to diagnose the external situation -- _t7.3 SWOT to merge results from internal and external analysis -- _t8 Marketing strategies -- _t8.1 Competition-related strategies
505	0	0	_a8.2 Customer-related strategies -- _t8.2.1. Area strategies -- _t8.2.2 Growth strategies -- _t8.2.3 Innovation strategies -- _t8.2.4 Segmentation strategies -- _t8.2.5 Value proposition strategies -- _t8.3 Time-related strategies -- _t8.4 Budgeting for marketing strategies -- _tD Designing and implementing marketing programmes -- _t9 Brand decisions -- _t9.1 Basics about the brand -- _t9.2 Brand policy decisions -- _t10 Product decisions -- _t10.1 Basics of products and services -- _t10.2 Product mix decisions -- _t10.3 Product innovation -- _t11 Sales and customer relationship management decisions
505	0	0	_a11.1 Basics of sales management -- _t11.2 Distribution channel decisions -- _t11.3 Channel member decisions -- _t11.4 Vertical coordination of channels -- _t11.5 Personal selling -- _t11.6 Customer management and CRM -- _t11.7 Complaint management -- _t12 Marketing communications decisions -- _t12.1 Basics of marketing communications -- _t12.2 Above-the-line communications -- _t12.3 Below-the-line communications -- _t12.4 Media planning -- _t13 Sales promotions decisions -- _t13.1 Basics of sales promotions -- _t13.2 Sales promotions as a cross-sectional task -- _t13.3 Sales promotions tools -- _t14 Pricing decisions
500			_a14.1 Basics of pricing.
530			_a2 _ub
650		0	_aRelationship marketing.
650		0	_aCustomer relations.
650		0	_aMarketing _xManagement.
655		1	_aElectronic Books.
856	4	0	_zClick to access digital title | log in using your CIU ID number and my.ciu.edu password. _uhttpss://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=3171865&site=eds-live&custid=s3260518
942			_cOB _D _eEB _hHF. _m2022 _QOL _R _x _8NFIC _2LOC
994			_a92 _bNT
999			_c80928 _d80928
902			_a1 _bCynthia Snell _c1 _dCynthia Snell