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Svend Hollensen, Marc Oliver Opresnik - Marketing

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Svend Hollensen, Marc Oliver Opresnik

Marketing

2015

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Titelei/Inhaltsverzeichnis S. 1-15

„… knowledge in social sciences that sheds light on the many facets of human relationships. We draw from these …” „… marketers cannot and should not hide in labs. Marketing is a social science based on theories and concepts …” „… former chapter ‘Internet Advertising/Promotion’ has been renamed to ‘Digital Marketing and Social Media …”

4.4 Communication Decisions S. 320-398

„… communication (IMC) is the coordination of advertising, sales promotion, personal selling, public relations, and …” „… this audience will interpret and respond to the message. In a personal selling situation, feedback …” „… communication in a way that allows response to be measured. • Personal selling: oral communication with …”

5.3 Ethical, Social and Environmental Aspects of Marketing Planning S. 440-463

„… 5.3 Ethical, Social and Environmental Aspects 425 Summary Marketing strategies in different …” „… of program would you prepare for an incoming employee? 5.3 Ethical, Social and Environmental Aspects …” „… should as well use these standards as the underlying basis for designing corporate social responsibility …”

References S. 493-510

„… . 62-71 Ajzen, I. and Fishbein, M. (1980) Understanding attitudes and predicting social behaviour …” „… : Understanding, Creating and Delivering Value, Prentice Hall, New Jersey Andreasen, A. R. (1994). Social …” „… , November – December, pp. 131-137 Arnold, D., Birkinshaw, J. and Toulan, O. (2001), ‘Can selling be …”

5.4 Developing and Managing Customer Relationships S. 463-493

„… may be discharged across five dimensions: the physical environment, social, consumer, supply chain …” „… ? 7. What are the key responsibilities of corporate social responsibility? 5.4 Developing and Managing …” „… . Most business today use a mass-marketing approach designed to increase their market share by selling …”

2.3 Assessing the External Marketing Situation S. 106-120

„… so-called PEST analysis: – P Political and legal factors – E Economic factors – S Social/cultural factors …” „… forces – political/legal, economic, social/cultural and technological – have been the focus of attention …” „… in an overseas country receives for selling that product can alter. For example, if the exchange rate …”

5.2 Budgeting and Control S. 428-440

„… , cross-selling); how managers advance is a matter of strategy. The question is, what type of expenditure has a …” „… , researchers have begun to model other purchase behaviours, such as cross-selling, word-of-mouth behaviour, and …” „… of the percentage of the selling price that is a contribution to profit. It is not ultimately …”

2.5 Analyzing Buying Behaviour on the B2B Market S. 125-128

„… residual values. • Social criteria refer to the impact that the purchase makes on the customer’s perceived …” „… relationship with other people, and the influence of social norms on the person. • Personal criteria concern …” „… to influence as many of these stakeholders as possible and may involve multilevel selling by means of …”

1.1 The Evolution of Relationship Marketing S. 16-22

„… the organisational dynamics viewpoint, and marketing thinking was influenced by other social sciences …” „… custom-made. In the industrial era the market conditions gave rise to forceful selling and the development of …” „… compound products, which gave rise to the systems selling 1.1 The Evolution of Relationship Marketing 5 …”

2.4 Analyzing Buying Behaviour on the B2C Market S. 120-125

„… alternatives (see Figure 2.17). Stimulus Culture Social influence Reference group Marketing Mix …” „… television. Stimuli also include many of the conditioning variables like cultural and social influences on …” „… . Types of choice criteria include technical, economic, social and personal (Jobber, 2010): Example 4 …”

5.1 Organizing and Implementing the Marketing Plan S. 398-428

„… about ethical, social and environmental aspects of marketing planning you should be able to do the …” „… ethical marketing is related to relationship building • discuss the nature of corporate social …” „… marketing mix, selling largely the same products and services and applying the same marketing approaches …”

1.4 Relationship Drivers S. 28-35

„… emotional bonds. In addition, satisfaction is related to the fulfilment of customers’ social needs, and the …” „… then influences social behaviour as long as the emotions lasts (Bartlett and DeSteno, 2006). In …” „… Kern’s unique selling proposition (USP), that is, calibrating scales for local gravity. III. Raise …”

Summary S. 140-154

„… individual consumers and countries. Information and social pressures received from other people influence …” „… importance of a common European currency (the Euro) to firms selling goods to the European market! 22. Why is …” „… the implications for the selling organisation. 31. Explain the idea behind the value net-model. 32 …”

4.3 Distribution Decisions S. 280-320

„… involves entering a foreign market by selling products produced in the company’s home country. Export …” „… intensive distribution, and, if selling and distribution is direct, to reduce costs. Upmarket brands are …” „… performance, inventory maintenance, selling capabilities, attitudes, competitive products handled and growth …”

2.7 SWOT Analysis S. 129-140

„… technology, government policy, social patterns, and so on. The most basic questions are as follows: Where …” „… , social and technological environments surrounding a company which, albeit over the longer term …” „… policyholders. The trust created by successful brands is especially conducive to the group’s cross-selling …”

2.2 Assessing the Internal Marketing Situation S. 88-106

„… ’ social-networking habits and purchase behavior, researches can leverage the social relationship information to …” „… studied macro-environmental forces are social, demographic, economic, technological, political and legal …” „… marketing, advertising and selling) through know-how. BCG estimated empirically that, in many industries …”

3.2 Market Segmentation, Targeting and Positioning S. 183-208

„… • Demographic – Age – Gender – Family size • Socio economic – Social class • Geographic Under 12, 12 18, 65 …” „… 30s’ or ‘senior citizens’. Another example includes Procter & Gamble selling Crest spinbrushes …” „… , but then further refine their targets within the chosen gender category, e.g. by social class. In …”

2.1 Marketing Research S. 58-88

„… global marketing research • understand the growing role of social networks and other online communities …” „… , taxes, prices, selling methods, availability of products, consumption patterns and so forth. Despite …” „… and Text Mining: Web 2.0 provides gathering places for Internet users in social-network sites (e.g …”

3.1 Strategic Marketing Planning S. 154-183

„… while lowering marketing expenditure) or divesting (dropping or selling it). In a few cases it may be …” „… barriers, social, political and legal factors. Similarly, instead of using only the relative market share …” „… 2.0 billion Euro, selling over 1.8 million tons of paper a year. The merchants of the Igepa group all …”

doi.org/10.15358/9783800649297

Bernhard Küppers - Business-Know-how für Gründer

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Bernhard Küppers

Business-Know-how für Gründer

2020

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Stichwortverzeichnis S. 333-339

„… 20 Corporate Governance 235 Corporate Identity 219 Crap in, Crap out 83 Cross-Selling 96, 143 Crowd …” „… Serviceable Obtainable Market (SOM): 111 Shareholder 107, 201 Sicherheiten 171 Stichwortverzeichnis 338 Social …” „… Business 19, 45, 48 Social Entrepreneurship 18 Social Shareholder 45 Soft Skill 273 Sondertilgung 182 …”

3 Kunde – Marketing und Vertrieb S. 121-150

„… E-Mail-Newsletter-Marketing Affiliate & Performance-Marketing Mobile-Marketing & -Apps Social-Media-Marketing Messen …” „… , TV, Print Word of mouth Online ads E-Mail PPC Direct E-Mail Reviews Media Blog Social Ads …” „… Promotions Blog Social Networks Newsletter E-Commerce Store Website Knowledge Base FAQ Community Forum Abb …”

2 Entrepreneurship – Jetzt gilt’s S. 55-120

„… angewendet werden und sind ebenso nutzbar und hilfreich im großen Feld des Social …”

doi.org/10.34156/9783791048901

Simon Huwiler, Markus Markwalder - Der perfekte Event

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Simon Huwiler, Markus Markwalder

Der perfekte Event

2018

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Eventmanagement von A bis Z S. 49-138

„… , Medienaufmerksamkeit erzielen, Viralität über Social-Media-Kanäle ( Social Media) auslösen, Besucherzahlen …” „… · Markwalder Eventmanagement · A bis Z 61 Erlebniswelten sind gleichzusetzen mit einem Unique Selling Point …” „… Zielgruppe? ( Klassische Werbung/Direct Marketing, Social Media) Datum und Terminfragen Planen Sie …”

Stichwortverzeichnis S. 175-178

„… - . . . . . . . . . . . . . . . . . . . 16 Social- . . . . . . . . . . . . . . . . . . . . 16 Team …” „… – 21, 64 Smartphone . . . . . . . . . . . . . . 100, 112 Social …” „… -Event . . . . . . . . . . . . . . . . . . 16 Social Media . . . . . . . . . . . . . 102, 158 Social-Media-Manager . . . . . . . . . 102 …”

Eventmanagement im Überblick S. 13-48

„… nationalen oder internationalen Märkten, Inhalte können auf Social-Media-Plattformen ( Social Media …” „… ) viral geteilt werden, hat einen Unique Selling Point (USP). Weiterführende Infos unter Abschnitt 4.1 …” „… , Autosalon Genf. Social-Event: Intrinsisch motivierte Ziele stehen bei diesem Veranstaltungstyp im …”

Titelei/Inhaltsverzeichnis S. 1-12

„… . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 100 Social Media …” „… Unique Selling Point (USP) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 116 …”

doi.org/10.24096/9783039097487

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Stefan Evertz

Analysiere das Web!

2017

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3 Die Praxis der Web-Analyse S. 127-196

„… ▪ Marktforschung ▪ Pitch-Vorbereitung ▪ Produktentwicklung ▪ Reputationsmanagement ▪ Social Selling …” „… Punkte helfen Ihnen, Ihren Social-Media-Auftritt und die Interessen Ihrer Zielgruppe besser zu verstehen …” „… Unternehmens oder zu einem bestimmten Thema. Wie sehen Ihre Erwähnungen im Social Web, Ihre Reichweite und …”

Literaturverzeichnis S. 249-252

„… Beitragsprüfung und warum?, http://mnmt.de/caet Buggisch, Christian (2017): Social Media und Messenger …” „… digitale Kommunikation und Social Media (2016): Social-Media- und Community-Management in 2016 …” „… Social Media – Richtlinie zur Social-Media-Erfolgsmessung in Unternehmen des BVDW, Düsseldorf …”

Stichwortverzeichnis S. 257-263

„… Social-Media-Wall 229 socialmention 124 Social Selling 188 Social-Sharing-Button 42 soziale Reichweite 52 Spam 234 …” „… Dark Post 105 Dark Social 160, 161 – Analyse des Dark-Social-Traffics 161 Dashboard 84, 87, 141, 229 …” „… Social-Media-Aktivitäten 49 Europäische Datenschutzgrundverordnung (DSGVO) 72 Eventkommunikation 135, 172 F Facebook 31 …”

Titelei/Inhaltsverzeichnis S. 1-14

„… . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 187 8 Inhaltsverzeichnis 3.3.18 Social Selling …” „… Kommunikation mit Social Media Monitoring verbessern 1. Auflage Bibliografische Information der Deutschen …” „… . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 1.2.1 Social Media Analytics …”

doi.org/10.34157/9783648104088

Peter Michael Bak - Werbe- und Konsumentenpsychologie

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Peter Michael Bak

Werbe- und Konsumentenpsychologie

2019

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Literatur S. 191-208

„… Social Psychology (48), Seite 918–925. Adjouri, D. N. 2002: Die Marke als Botschafter, Wiesbaden …” „… 289–304. Arkin, R. M./Oleson, K. C. 1998: Self-handicapping, in: Attribution and social interaction: The …” „… . Bandura, A. 1977: Social learning theory. Englewood Cliffs, NJ. Bargh, J. A./Chen, M./Burrows, L. 1996 …”

Stichwortverzeichnis S. 209-212

„… 88 Social Marketing 12 Soziale Kategorisierung 122 Sozialer Kontext 119 Soziale Vergleiche 123 …” „… Unique Advertising Proposition (UAP) 7 Unique Selling Proposition (USP) 7 Unterschiedshypothese 125 V …”

1 Fokus Werbung S. 1-26

„… überzeugen (Push). USP/UAP Unter USP (Unique Selling Proposition versteht man den einzigartigen …” „… Non-Profit-Werbung bzw. Social Marketing Sogenannte Non-Profit-Organisationen (z. B. Rotes Kreuz, Greenpeace, UNICEF …” „… Profit orientierten Unternehmen eine andere Zielsetzung, daher auch der Name Social Marketing – nicht …”

doi.org/10.34156/9783791042121

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