1.2 Definition of Relationship Marketing in:
Marketing , page 21 - 22
A Relationship Perspective
Available
- doi.org/10.15358/9783800648702_21
- ISBN print: 978-3-8006-3722-5
- ISBN online: 978-3-8006-4870-2
- Vahlen, München
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.
- page 1–14 Titelei/Inhaltsverzeichnis
- page 15–57 1. Fundamentals of Relationship Marketing
- page 15–21 1.1 The Evolution of Relationship Marketing
- page 21–22 1.2 Definition of Relationship Marketing
- page 22–28 1.3 Relationship Economics
- page 28–31 1.4 Relationship Drivers
- page 31–36 1.5 Relationship Marketing as an Integrative Management Approach
- page 36–48 1.6 Fundamentals of Marketing Planning
- page 48–57 Case 1: Nordex AG
- page 57–123 2. Situational Analysis in the Marketing Planning Process
- page 57–75 2.1 Assessing the Internal Marketing Situation
- page 75–88 2.2 Assessing the External Marketing Situation
- page 88–93 2.3 Analyzing Buying Behaviour on the B2C Market
- page 93–96 2.4 Analyzing Buying Behaviour on the B2B Market
- page 96–96 2.5 Comparing B2B and B2C Markets
- page 96–110 2.6 SWOT Analysis
- page 110–123 Case 2: BMW Motorcycles
- page 123–185 3. Strategy Formulation in the Marketing Planning Process
- page 123–149 3.1 Strategic Marketing Planning
- page 149–180 3.2 Market Segmentation, Targeting and Positioning
- page 180–185 Case 3: Royal Copenhagen A/S
- page 185–358 4. Marketing Mix in the Marketing Planning Process
- page 185–226 4.1 Product and Service Decisions
- page 226–248 4.2 Pricing Decisions
- page 248–286 4.3 Distribution Decisions
- page 286–344 4.4 Communication Decisions
- page 344–358 Case 4: Heinrich Deichmann GmbH
- page 358–460 5. Implementation and Controlling in the Marketing Planning Process
- page 358–388 5.1 Organizing and Implementing the Marketing Plan
- page 388–401 5.2 Budgeting and Control
- page 401–420 5.3 Ethical, Social and Environmental Aspects of Marketing Planning
- page 420–445 5.4 Developing and Managing Customer Relationships
- page 445–460 Case 5: Alfred Ritter GmbH
- page 460–461 About the Authors
- page 461–464 Index
- page 464–464 Impressum
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