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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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2.3 Analyzing Buying Behaviour on the B2C Market S. 88-93

„… overriding term often used to describe the methodologies applied to influence government. Although the term …” „… implies influence through argument, the general meaning is ‘to influence or solicit’. Lobbying may thus …” „… ), influence (ensuring that the company’s or industry’s position is clear), general ‘public relations …”

2.4 Analyzing Buying Behaviour on the B2B Market S. 93-96

„… with other people, and the influence of social norms on the person. Personal criteria • concern how the …” „… to influence as many of these stakeholders as possible and may involve multilevel selling by means of …” „… Influencers/evaluators• : people who influence the buying decision. They often help define specifications and provide …”

2.2 Assessing the External Marketing Situation S. 75-88

„… examined.2.2.1 PEST Analysis The macroenvironment consists of a number of broad forces that influence not …” „… agencies, and pressure groups that influence and limit various companies and individuals in a given society …” „… . Political and legal forces can highly influence marketing decisions by setting the rules by which business …”

1.4 Relationship Drivers S. 28-31

„… (Morgan, 2000). Therefore, confidence benefits/trust should positively influence the customer’s commitment …” „… co-creation.Customer Gratitude Finally, gratitude emerges as a key force that highly influences relationships across …” „… positively affecting seller outcomes through Trust’s influence on commitment (Palmatier et al., 2009 …”

2.1 Assessing the Internal Marketing Situation S. 57-75

„… implications• discuss how B2B customers make purchase decisions• explain the influences on organisational …” „… marketers include all those employees who directly or indirectly influence customer relations. The …” „… ModifiersInfrequent orno customercontactInfluencers IsolatedsSource: Adapted from Christopher et al., 1991 Figure 2.1 …”

4.2 Pricing Decisions S. 226-248

„… . However, it must not be forgotten that there are other, external influences on pricing – not just a firm’s …” „… have an influence on pricing include sales managers, production managers, finance managers, and …” „… monopoly) can significantly influence the firm’s pricing strategy. Under conditions approximating pure …”

2.6 SWOT Analysis S. 96-110

„… Buying influences Committees, technical • experts, and management are all involved in decision • making …” „… the Marketing Planning Process94In this chapter, the influences from the environment are divided into …” „… . Information and social pressures received from other people influence consumers’ needs, wants, evaluations …”

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

„… advertising, advertising’s influence on society’s values and advertising to children:Misleading advertising …” „… , indicating the deceptive nature of the advertisement (Ferrell, 2004).Advertising’s influence on society’s …” „… is can be defined as the offering, promising or giving something in order to influence a public …”

Index S. 461-464

„… Immediate market 87Implementation barriers 162Individual competencies 51Individualism 66Influencers 46 …” „… Influencers/evaluators 80Information systems 50Infrastructure barriers 162Initiators 80Institutional approach 4 …”

5.2 Budgeting and Control S. 388-401

„… firm’s size at home and abroad influence the organisational structure?7. Outline the main organisational …” „… managers advance is a matter of strategy. The question is, what type of expenditure has a greater influence …” „… quality of service? How do elements of a coordinated marketing strategy influence the purchase behaviour …”

1.5 Relationship Marketing as an Integrative Management Approach S. 31-36

„… transaction at a time. Grönroos (1994) suggests that industry type may influence a company’s position on the …” „… need for internal marketing.As we have discussed above, certain drivers may influence whether a company …”

2.5 Comparing B2B and B2C Markets S. 96

„… Buying influences Committees, technical • experts, and management are all involved in decision • making …”

3.2 Market Segmentation, Targeting and Positioning S. 149-180

„… characteristic modes and patterns of living, which may influence their motive to purchase selected products and …” „… of the product life cycle. Recording companies, for example, recognize the influence that disc …” „… jockeys have on the record-buying public and attempt to influence them with free records and other …”

Case 1: Nordex AG S. 48-57

„… Capella, M. L. (2006) Relationship Marketing: the influence of consumer involvement on perceived service …” „… decisions• explain the influences on organisational buying behaviour• explain how a SWOT analysis can …”

3.1 Strategic Marketing Planning S. 123-149

„… the future in order to influence it, that is, plan to adapt to it rather than just to surrender it …” „… with no plan to anticipate events and seek to influence them. This is similar to the two concepts …” „… to influence the size of the unserved market or the degree of market penetration (We will look at the …”

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

„… allow customers to form strong relationships can influence consumer buying behaviour substantially …” „… has numerous influences on the price strategy; however, its use will lead to increasing …” „… influence such as twisting or distorting facts, withholding damaging information, or creating false rumours …”

4.1 Product and Service Decisions S. 185-226

„… potential implications for full-service contracts is likely to positively influence both the number of DMU …” „… together with other factors will influence the fad’s duration.Example 16:Product life cycle: Some products …” „… . New product champions are able to influence corporate decisions. For example, the • CEO may play a …”

4.4 Communication Decisions S. 286-344

„… reinforce consumers through communication. It is designed to influence buyers and other stakeholders …” „… , 1995).4.4.2 The Promotional MixTo communicate with and influence customers, several tools are available …” „… advertising: non-buyers are converted to become buyers. Advertising is assumed to have a powerful influence on …”

1.6 Fundamentals of Marketing Planning S. 36-48

„… the ‘corporate entity’ can be conceived in the context of environmental trends that influence the …” „… marketing strategy needs to be re-examined.Questions for discussion 1. What were the influences that led to …”

4.3 Distribution Decisions S. 248-286

„… to influence the decisions and actions of other channel members. Channel control is of critical …”

1.3 Relationship Economics S. 22-28

„… (Morgan, 2000). Therefore, confidence benefits/trust should positively influence the customer’s commitment …”

1.1 The Evolution of Relationship Marketing S. 15-21

„… major influence in marketing thought and scholastic research throughout the industrial era. During the …”

5.4 Developing and Managing Customer Relationships S. 420-445

„… a customer level• it should be made absolutely clear who can influence different types of cost and …” „… terms of the revenue that he or she can generate directly or influence (Hollensen, 2006). 5.4.8 …”

doi.org/10.15358/9783800648702

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Jan Lies

Krisenmarketing

2020

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7 Digitalisierung und Digitalität in der Krise S. 65-72

„… (2013), S. 332. 96 Vgl. Kronewald (2016), S. 111. 97 Vgl. BVDW (2020). 67 7.3 Influencer-Marketing in …” „… der Krise: Micro-Influencer Entsprechend sind Unternehmen gefordert, sich der technischen …” „… Influencer sollten in der Krise bearbeitet werden. Es gilt, sie entweder für die Marke, beispielsweise als …”

Stichwortverzeichnis S. 89-92

„… Hotline 25, 61 Humor 45, 56 Hygiene 30 I Influencer 67 Informationsoffensive 59 Internet – als …” „… Krisenkommunikation – Influencer 67 – Social Media 67 Krisenmarketing – in Krisen 14 – mit Krisen 14 …” „… Medienkompetenz 62 Micro-Influencer 68 N Nachrichtenfaktoren 59 Newswerte 59 O one Face to the Customer 75 P …”

Titelei/Inhaltsverzeichnis S. 1-8

„… . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67 7.3 Influencer-Marketing in der Krise: Micro-Influencer …”

Literatur S. 81-88

„… Fünfte: Verkäufe durch Influencer Marketing nehmen laut BVDW- Studie 2020 nochmal zu, gefunden im …” „… . (2020), Influencer haben Existenzängste, in wuv-online, 30. März 2020, gefunden im Internet …” „… https://www.wuv.de/marketing/influencer_haben_existenzaengste zugegriffen am 04.05.2020. 83 Literatur Haller, P. & Twardawa, W. (2013a), Gefahr des …”

8 Marketingorganisation in der Krise S. 73-76

„… , Vertriebspartner und ggf. Medien sowie Influencer. Kundenkontakt: Welche Kunden, Zulieferer, Medien und andere …”

Das neue Krisenmarketing S. 9-16

„… PR-Managements« wurde zum Content- und Influencer-Marketing.19 Damit begann die aktuelle Karriere des Inbound …”

1 Image- und Markenpflege in der Krise S. 17-26

„… Mitarbeitern, Kunden, den Medien und Influencern neu bewertet: und zwar kritisch. Die Aufmerksamkeit der …”

3 Kundenmanagement und Vertriebsoffensive in der Krise S. 31-42

„… darüber hinaus das Potenzial, sie etwa als Influencer im Social-Media-Marketing (siehe Kapitel 7) oder …”

doi.org/10.34156/9783791051727

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Marketing ZFP

Browse Volumes: Marketing ZFP

MAR Volume 42 (2020) Issue 2 ISSN Online: 0344-1369

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Editorial S. 2

„… between influence tactics as marketing tools that are ubiquitous in consumers’ lives, and the need to …” „… understand the arts and crafts of the mechanics behind consumers’ reactions to influence tactics. Influence …” „… of influence tactics can lead. More than 120 years ago, Art Nouveau artists sought to revive good …”

Udo Wagner, Elisabeth Steiner, Carmen Hartmann, Katharina Braun Crossmodal Correspondences between Color, Smell, and Texture: Investigating the Sensory Attributes of a Body Lotion S. 19-34

„… literature is mostly on how individual senses influence consumer behavior (Krishna, Elder and Caldara 2010 …” „… which color influences haptic perception seems to be deficient (Chylinski, Northey and Ngo 2015 …” „… important influence of scents on consumer behaviors, such as the evaluation of product quality. A generally …”

Andrea Gröppel-Klein, Claudia Franke, Anja Spilski Do Sustainability Labels Reinforce Health Claims - And Vice Versa? S. 3-18

„… variables (age, gender, etc.) influence credibility perception (see, for example, van Kleef et al. 2005; van …” „… determinants” to influence consumers’ acceptance of health claims. For example, in a series of studies using …” „… variables or moderators that may influence the perception and impact of health claims. Lähteenmäki (2013 …”

Nima Mehrafshan, Alexander Permann, Mark Heitmann, Maxine Materne From Corporate Social Responsibility to Market Demand: The Role of Brand Management S. 35-54

„… expert perceptions already reflect a brand’s influence, they could be endogenous with our mediating …” „… calculate reverse causality residuals as our independent measure of CSR, to correct for any influence of …” „… both firm- and timespecific could potentially influence firm performance and CSR engagements …”

doi.org/10.15358/0344-1369-2020-2

Dominik Ruisinger, Oliver Jorzik - Public Relations

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Dominik Ruisinger, Oliver Jorzik

Public Relations

2021

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6 Interne Kommunikation S. 287-334

„… sitzen »die glaubwürdigsten Influencer – bzw. besser Markenbotschafter« im eigenen Unternehmen, wie …” „… Punkte Corporate Influencer aufgeklärt und welche Punkte vertraglich geregelt werden sollten. Zum Beitrag …” „… Hintergrund packen immer mehr hiesige Unternehmen das Thema Markenbotschafter bzw. Corporate Influencer390 …”

4 Moderne Medienarbeit S. 133-198

„… sich meinungsstarke Multiplikatorinnen und Influencer etabliert, zu denen ebenfalls vertrauensvolle …” „… Informationsveranstaltungen, von Messen und Events; y Aufbau von Influencer-Kooperationen mit Bloggern, Instagrammerinnen …” „… Relations, Influencer-Kommunikation, Online-Monitoring, sind nur einige der Schlagworte, die den …”

10 Anhang S. 451-464

„… Publikationen über Content-Marketing, Corporate Influencer und Reputationsmanagement veröffentlicht. Darüber …” „… Digitale Wirtschaft (BVDW) e. V. (2019): DigitaleTrends. Umfrage zum Umgang mit Influencern, 06.08.2019 …” „… ; https://bit.ly/dks_bvdw_influencer Cision (2019): State of the Media Survey 2019, Journalistenbefragung; https://bit.ly/pr_cision …”

5 Digitale Kommunikation S. 199-286

„… Stakeholder zu erreichen suchen. 7: Influencer sind wichtige Multiplikatoren: Gerade unter Bloggern …” „… Relations zu Journalistinnen, Medienpartnern, Influencern; y Investor Relations zu Geldgebern, Shareholdern …” „… gerade durch reichweitenstarke Influencer geteilt und verbreitet werden, werden von den Suchmaschinen …”

Titelei/Inhaltsverzeichnis S. 1-10

„… . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 181 4.7 Influencer …” „… . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 325 Erfolgreich eine Corporate-Influencer-Strategie aufsetzen …”

7 Live-Kommunikation S. 335-368

„… Publikation wichtig wäre, welche Social-Media-Influencer eingebunden werden sollten. Nur mit solch klaren …” „… an Reichweite und Relevanz gewinnen und die mit effektiver Influencer-Kommunikation anzusprechen …” „… Geschäftskontakte zu Messebesuchern werden. Zudem spielt die Kommunikation über Influencer gerade bei …”

2 Grundlagen der PR S. 19-74

„… konzentrieren, erzielen Influencer heute oftmals größere Reichweiten als jedes Leitmedium. Mit der …” „… Zusammenhang mit Influencer-Kooperationen – diskutiert. Dagegen agieren die Landesmediengesetze, die eine …” „… führen zur Verramschung von Marken; y Verbraucherportale und insbesondere Influencer beeinflussen …”

9 Der Kommunikationsmanager der Zukunft S. 445-450

„… informieren und in Social Networks austauschen, die User Generated Content und Influencern mehr Glauben als …”

1 Kommunikation zwischen Markt und Marke S. 11-18

„… Influencern zusammenarbeiten? Oder interne Markenbotschafter nutzen? Wie sieht der beste Kommunikationsmix …”

3 Strategische PR S. 75-132

„… Communitys, Influencer; y Agenturen: Nachrichtenagenturen, Presse- und Bilderdienste, Fotoagenturen; y …”

8 Spezielle Anwendungsfelder der PR S. 369-444

„… erreichbar, mit eigenen Mitteln, über die eigenen Kommunikationskanäle. Der Aufbau eigener Influencer …”

doi.org/10.34156/9783791048925

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Marketing ZFP

Browse Volumes: Marketing ZFP

MAR Volume 38 (2016) Issue 4 ISSN Online: 0344-1369

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Marta Keane, Dirk Morschett Reducing the Negative Effect of Consumer Ethnocentrism on Patronage Behaviour at Foreign Retailers S. 228-242

„… negative influence of ethnocentric tendencies, that is, domestic assortment, perceived brand localness and …” „… ). Surprisingly, only two studies address the influence of consumer ethnocentrism in the retail context. In a …” „… activities influence the consumer ethnocentrism-patronage behaviour link. By doing so, we contribute to the …”

Thomas Kotulla, Stefan Schmid International Standardization and Adaptation of Products - Combining the Fit Approach and the Profit Logic S. 180-198

„… the other variables analysed in previous research either influence these fit variables (e. g., high …” „… activities leads to a higher degree of international product standardization), or directly influence foreign …” „… . Considering the large number of other variables that influence a firm’s foreign product profit, these values …”

Gerhard Wagner, Hanna Schramm-Klein, Matthias Schu Determinants and Moderators of Consumers' Cross-Border Online Shopping Intentions S. 214-227

„… procedure ed with foreign online stores and their influence on the decision to use these stores for …” „… information-gathering or purchasing purposes. As for the influence of foreign travelling our theoretical reasoning …” „… tested the main effects in the total sample first. Our data support the positive influence of consumers …”

Stefan Thomas, Heribert Gierl Do Multi-Currency Price Tags Bias Price Perceptions? S. 199-213

„… currencies can influence the reference standard (i. e., the reference price) that is used to evaluate the …” „… possibilities regarding how the superficial overall impression of magnitude actually influences price …” „… the influence of prices expressed in foreign currencies when evaluating a product’s price and …”

doi.org/10.15358/0344-1369-2016-4

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