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Svend Hollensen, Marc Oliver Opresnik - Marketing

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Svend Hollensen, Marc Oliver Opresnik

Marketing

2010

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1.4 Relationship Drivers S. 28-31

„… 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 …”

1.3 Relationship Economics S. 22-28

„… 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 …”

1.2 Definition of Relationship Marketing S. 21-22

„… 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 …”

5.2 Budgeting and Control S. 388-401

„… 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 …”

5.3 Ethical, Social and Environmental Aspects of Marketing Planning S. 401-420

„… . 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 …”

5.1 Organizing and Implementing the Marketing Plan S. 358-388

„… 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 …”

4.2 Pricing Decisions S. 226-248

„… , 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 …”

4.1 Product and Service Decisions S. 185-226

„… 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 …”

4.4 Communication Decisions S. 286-344

„… 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 …”

doi.org/10.15358/9783800648702

Ulrike Baumöl, Andreas Hoffjan, Péter Horváth, Klaus Möller, Burkhard Pedell, Thomas Reichmann - Controlling

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Controlling

Browse Volumes: Controlling

CON Volume 19 (2007) Issue 1 ISSN Online: 0935-0381

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Matthias Meyer, Nina Shaffu Customer Lifetime Value mit oder ohne indirekte Werttreiber? S. 31-38

„… word-of-mouth recommendation in the mobile phonemarket and is based on a surveyamong students in Germany …” „… andFrance. We show what data has tocollected and calculate the averagevalue of word-of-mouth recommendations …” „… Lifetime Value (CLV)) Value Based Customer Management) Value Driver) Value of Word-of-Mouth …”

doi.org/10.15358/0935-0381-2007-1

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MedienWirtschaft

Browse Volumes: MedienWirtschaft

MW Volume 20 (2023) Issue 1 ISSN Online: 1613-0669

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Nicola Kleer Die Bedeutung von Kundenengagement für die Medienbranche im digitalen Zeitalter S. 21-33

„… Word-of-Mouth-Empfehlungen – definiert als (für andere sichtbare/zugängliche) positive oder negative Äußerungen von Kunden zu …” „… , Interviews Vivek et al. (2012) CEWahrgenommene Vorteile + Umfrage Gummerus et al. (2012) CEB‚Word-of-Mouth …” „… + Konzeptionell, Interviews Vivek et al. (2012) CE‚Word-of-Mouth‘-Absicht+ Umfrage Chan et al. (2014 …”

doi.org/10.15358/1613-0669-2023-1

WiSt - Wirtschaftswissenschaftliches Studium

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WiSt - Wirtschaftswissenschaftliches Studium

Browse Volumes: WiSt - Wirtschaftswissenschaftliches Studium

WIST Volume 48 (2019) Issue 7-8 ISSN Online: 0340-1650

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Adriano Pistoia, Marc Elsäßer Customer Journey S. 51-53

„… Rechercheaktivitäten, Weiterempfehlungen (Word of mouth) und klassischer Unternehmenswerbung geprägt. Die anschließende …” „… oder der telefonische Hotline-Support. Demgegenüber werden unter anderem das Word of mouth, Berichte in …” „… „Moment of truth“ jedoch in einer späteren Lebenszyklusphase wie beispielsweise bei Vorliegen eines …”

doi.org/10.15358/0340-1650-2019-7-8

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Anouk Ellen Susan

Mehr als Marketing

2021

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Quellenverzeichnis S. 243-248

„… ern/. Guneliu, Susen (12.02.2014): Data proves: Word of Mouth Marketing works, https://aci. info …” „… /2014/02/12/data-proves-word-of-mouth-marketing-works-infographic/. Harvey, Andrew (2017): European Marketing …” „… , David (20.06.2016): Study: 59 % of readers will share this link on social media without actually …”

Stichwortverzeichnis S. 251-254

„… – Produktführerschaft 48 Wertekanon 102 Wertschätzung 48, 105, 117 Wissenskultur 31 Word-of-Mouth-Marketing (WOMM) 193 …” „… E-Privacy 63 Erfolgs-ABC 69 Erlebbarkeit, emotionale 102 F Fear of missing out (FOMO) 133 G Gemeinsamkeit …” „… Purpose 27, 162, 163 Q Qualität 179 R Relevanz 102 Reziprozität 177 S Sense of Urgency 132 Sensory …”

Abbildungsverzeichnis S. 249-250

„… : Word-Of-Mouth-Marketing (WOMM) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 193 Abb. 43 …”

2 PREMIUM & VIP – MEHR ALS MARKETING S. 67-238

„… Verkäufer, Teams, Storemanager, Area Manager, Heads of Retail und Geschäftsführer begleiten. Mehr …” „… , Out of Home und/ oder Live-Events. Komprimiert! Einen emotionalen Zugang zu finden heißt, die …” „… an dem Netherlands Institute of Marketing und der Nyenrode Business Universität und NIMA Register …”

1 BASIC – MARKETING UND ZIELGRUPPE S. 15-66

„… Netzwerke, Word-of-Mouth) Interessant zu sehen, dass sich der Fokus jedes Jahrzehnt geändert hat. Und dass …” „… auszugehen, sondern von deinem Kunden! Es geht um den Wandel vom Circle of Competence zum Circle of Customer …” „… seinem AdWords-Werbesystem der Vorreiter in der PPC-Werbung. Suchmaschinen-Marketing im Allgemeinen (SEO …”

doi.org/10.34157/9783648146866

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