About the authors 447
About the authors
Svend Hollensen (svend@sam.sdu.dk) is Ph.D. and Associate
Professor of International Marketing at University of Southern Denmark (Sønderborg). He has practical experience from
a job as International Marketing Coordinator in a large Danish multinational enterprise as well as from being International Marketing Manager in a company producing agricultural machinery. After working in industry from 1983 to 1987
(the last two years as International Marketing Manager) he
received his Ph.D. from Copenhagen Business School (CBS)
in 1992. He has published articles in international recognized
journals and is the author of the following globally published
textbooks such as Essentials of Global Marketing, Global
Marketing and Marketing Research – An International Approach. Svend Hollensen has
also worked as a business consultant for several multinational companies, as well as
global organizations like World Bank.
Marc Opresnik (opresnik@fh-luebeck.de / www.opresnikmanagement-consulting.de) is Ph.D. and Associate Professor
of Business Economics, in particular Marketing and Management, at the Fachhochschule Lübeck, Germany, and a visiting professor to other international universities such as the
East China University of Science & Technology (ECUST) in
Shanghai and the European Business School London. He has
10 years experience from working as Senior Marketing Manager, Business Development Manager and Global Coordinator Project Planning in Strategy & Portfolio for Shell International Shell International Petroleum Co. Ltd. Marc Opresnik
has worked as a business consultant for several multinational
companies, institutions and governments.
Autoren.indd 447 03.08.2010 12:57:05 Uhr
Index 449
Index
A
Activity Based Costing 134
Activity-based costing (ABC) 384
Alliances 73
Appropriate time horizon 133
Augmented offer 58
Awareness 11, 72
Awareness 382
B
Behavioural segmentation 147
Benefits sought 147
BHAG 112
Bottom-up budget 383
Bottom-up planning 31
Brand equity 378
Branding 59
Brand loyalty 4
Brand map 159
Bribery 394
B-t-B VII
B-t-C VII
Business buying process 79
Business mission statement 111
Business vision statement 111
Buy classes 80
Buyer-seller relationships VI
Buyers’ personal characteristics 153
Buying behaviour 74
Buying centre 79
C
Cannibalization 118
Cash cows 126
Classical view of social responsibility 402
Commitment 11
Commodity approach 4
Concentrated marketing 157
Concept of distribution 3
Contractors 46
Conversion strategies 28
Core competencies 52
Core offer (basic offering) 58
Corporate-level 51
Corporate social responsibility (CSR) 400
Cost drivers 56
Cost focus 122
Cost leadership 122
Cross-functionalism VII
Cross-functional teams VII
Cultural factors 65
Customer acquisition 9
Customer delight 424
Customer equity 379, 428
Customer gratitude 16
Customer intimacy 123
Customer lifetime value (CLV) 425
Customer loyalty 407
Customer mix budget 383
Customer mix budgets 383
Customer perceived value 412
Customer relationship management (CRM)
414
Customer retention 10
Customer satisfaction 15
Customer service 71
Customized marketing 158
D
Decider 80
Decision-making unit 79
Demographic factors 64
Demographics 151
Demographic variables 144
Differentiated marketing 157
Differentiation focus 122
Differentiation strategy 121
Direct marketing 5
Dissolution 11, 72
Diversification strategies 119
Dogs 127
E
Economics of retention strategies 10
Economies of scale 56
Ehrenberg and Goodhart model 77
Environmental factors 81
E-procurement 82
Ethical responsibilities 402
Ethics 388
Exit barriers 13
Expansion 11, 72
Expected offer 58
Exploration 11, 72
F
Fair trade marketing 405
Feasibility 133
Financial standing 49
Fishbein and Ajzen model 77
Five forces model 156
Forward supply chain 398
Full-time marketers 45
Functional approach 4
Functional capabilities 51
G
Gatekeepers 80
Glossary.indd 449 03.08.2010 12:57:23 Uhr
Chapter Preview
References
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.