Zusammenfassung
Marketing – A Relationship Perspective
Moderne Grundlange zum Marketing
Das Lehrbuch behandelt eines der wichtigsten und aktuellsten Themenfelder des modernen Marketings. Der Ansatz verbindet dabei den klassischen Ansatz der strategischen Marketingplanung und seiner Instrumente mit dem neuen Ansatz des Relationship Marketing. Der ganzheitliche Ansatz des Buches umfasst dabei die aktuellen Marketing-Grundlagen, Praxisbeispiele sowie anwendungsorientierte Fallstudien und eignet sich somit ideal sowohl für Manager und Entscheidungsträger im Marketing-Bereich, Studenten in Bachelor- und Materstudiengängen sowie Dozenten und Trainer.
- Kapitel Ausklappen | EinklappenSeiten
- 48–57 Case 1: Nordex AG 48–57
- 96–110 2.6 SWOT Analysis 96–110
- 110–123 Case 2: BMW Motorcycles 110–123
- 226–248 4.2 Pricing Decisions 226–248
- 460–461 About the Authors 460–461
- 461–464 Index 461–464
- 464–464 Impressum 464–464
9 Treffer gefunden
- „... word-of-mouth is largely undisputed. Indeed, studies have found satisfaction to be a leading factor in ...” „... in the generation of (positive) customer word-of-mouth behaviour. Satisfaction is a psychological ...” „... 1. Fundamentals of Relationship Marketing14profit growth as a result of increased buying frequency ...”
- „... resulting from positive word-of-mouth and repeat purchases.Thus the overall objective of RM is to facilitate ...” „... the company to becoming actively involved, most usually through word-of-mouth recommendation. ‘Members ...” „... 1. Fundamentals of Relationship Marketing8emphasized that a relationship view of marketing implied ...”
- „... higher profit due to increased volume resulting from positive word-of-mouth and repeat purchases.Thus the ...” „... 1.2 Definition of Relationship Marketing 7ring of time and place boundaries. For example, Procter ...” „... & Gamble has assigned twenty of its employees to live and work at Wal-Mart’s headquarters to improve the ...”
- „... have begun to model other purchase behaviours, such as cross-selling, word-of-mouth behaviour, and ...” „... recommendable strategy because in the long run it may lead to a negative image and unfavourable word of mouth ...” „... 5.2 Budgeting and Control 375Questions for discussion1. What kind of market information would be ...”
- „... . Word-of-mouth will play a big role for the brand’s growth in India, as in many other countries.Source: Adapted ...” „... Environmental Aspects of Marketing PlanningResponsible marketing-oriented companies discover what customers want ...” „... approach and carry out socially responsible strategies and actions: the extensive criticism of such ...”
- „... customers to websites, such as traditional forms of advertising (e.g. magazine advertising or word of ...” „... word SWOT derives from the initial letters of the words strengths, weaknesses, opportunities, and ...” „... mouth).Kapitel_5.indd 352 03.08.2010 12:56:21 Uhr5.1 Organizing and Implementing the Marketing Plan 353 ...”
- „... , perhaps because word of mouth is more important and the product is already well-known. Companies that ...” „... 4. Marketing Mix in the Marketing Planning Process2124.2 Pricing DecisionsPricing is one of the ...” „... implications for the manufacturer, the middleman and the end-customer. Pricing strategy is of great importance ...”
- „... combination of them. The image and word of mouth factors, as well as public relations, are only indirectly ...” „... pricing decisions you should be able to do the following:discuss the importance of pricing decisions to ...” „... how distribution patterns affect the aspects of marketing• list the functions, advantages, and ...”
- „... information to others. Viral marketing can be considered as the Internet version of word-of-mouth marketing ...” „... about a product or service to be communicated into a symbol consisting of words and/or pictures, such as ...” „... the remaining decision about the marketing programme. The role of communication is to communicate with ...”