Marketing
A Relationship Perspective
Zusammenfassung
Das Marketing-Lehrbuch in englischer Sprache, zugeschnitten auf den europäischen Markt. Mit zahlreichen Übungsaufgaben, Vertiefungsfragen, Praxisbeispielen und Fallstudien:
“Marketing – A Relationship Perspective” is back for a second edition and continues to set a benchmark for achievement in introductory marketing courses across Europe. It is a comprehensive, broad-based and challenging basic marketing text which describes and analyses the basic concepts and strategic role of marketing and its practical application in managerial decision-making. It integrates the 'new' relationship approach into the traditional process of developing effective marketing plans. The book's structure fits to the marketing planning process of a company. Consequently, the book looks at the marketing management process from the perspective of both relational and transactional approach suggesting that a company should in any case pursue an integrative and situational marketing management approach. Svend Hollensen’s and Marc Opresnik’s holistic approach covers both principles and practices, is drawn in equal measure from research and application, and is an ideal text for students, researchers and practitioners alike.
- 1–15 Titelei/Inhaltsverzeichnis 1–15
- 16–58 1. Fundamentals of Relationship Marketing 16–58
- 16–22 1.1 The Evolution of Relationship Marketing 16–22
- 22–23 1.2 Definition of Relationship Marketing 22–23
- 23–28 1.3 Relationship Economics 23–28
- 28–35 1.4 Relationship Drivers 28–35
- 35–38 1.5 Relationship Marketing as an Integrative Management Approach 35–38
- 38–48 1.6 Fundamentals of Marketing Planning 38–48
- 48–58 Summary 48–58
- 58–154 2. Situational Analysis in the Marketing Planning Process 58–154
- 58–88 2.1 Marketing Research 58–88
- 88–106 2.2 Assessing the Internal Marketing Situation 88–106
- 106–120 2.3 Assessing the External Marketing Situation 106–120
- 120–125 2.4 Analyzing Buying Behaviour on the B2C Market 120–125
- 125–128 2.5 Analyzing Buying Behaviour on the B2B Market 125–128
- 128–129 2.6 Comparing B2B and B2C Markets 128–129
- 129–140 2.7 SWOT Analysis 129–140
- 140–154 Summary 140–154
- 154–218 3. Strategy Formulation in the Marketing Planning Process 154–218
- 154–183 3.1 Strategic Marketing Planning 154–183
- 183–208 3.2 Market Segmentation, Targeting and Positioning 183–208
- 208–218 Summary 208–218
- 218–398 4. Marketing Mix in the Marketing Planning Process 218–398
- 218–258 4.1 Product and Service Decisions 218–258
- 258–280 4.2 Pricing Decisions 258–280
- 280–320 4.3 Distribution Decisions 280–320
- 320–398 4.4 Communication Decisions 320–398
- 398–493 5. Implementation and Controlling in the Marketing Planning Process 398–493
- 398–428 5.1 Organizing and Implementing the Marketing Plan 398–428
- 428–440 5.2 Budgeting and Control 428–440
- 440–463 5.3 Ethical, Social and Environmental Aspects of Marketing Planning 440–463
- 463–493 5.4 Developing and Managing Customer Relationships 463–493
- 493–510 References 493–510
- 510–511 About the Authors 510–511
- 511–515 Subject and Companies Index 511–515
- 515–515 Impressum 515–515
