53745 Search results

Clear filter Show 53745 results

Book Authentication required

Share via email

Marketing

Principles of Customer-Centric Business Management

Redler, Jörn

Published by Berliner Wissenschafts-Verlag, 2022

Overview
Table of contents

Abstract

Marketing: Principles of Customer-Centric Business Management is a concise text for undergraduate introductory marketing courses. It gives insight into the most important areas of the discipline and brings together theory and practical perspectives.°°°°The contents:°°– Marketing as an applied science°°– Marketing planning°°– Objectives and strategies in marketing°°– Buyer behaviour°°– Market research°°– Brand, product, sales, pricing, sales promotions and market communications decisions°°– Marketing programme coordination°°°°This textbook is distinctive for several reasons: it builds on a comprehensive section on customer behaviour and takes up behavioural perspectives for an analysis of contemporary marketing, it emphasizes qualitative methods in all areas of market research, and it connects the chapters with a marketing plan activity that encourages students to progressively develop a marketing plan for a product of their own choosing.

Author information

Jörn Redler

Keywords

Details

Marketing

Berliner Wissenschafts-Verlag

296 Pages

ISBN 978-3-8305-5130-0 (Print)

ISBN 978-3-8305-4357-2 (eBook)

First published: 01.02.2022

https://doi.org/10.35998/9783830543572

Content (90 Chapter)

Chapter

Table of Contents
1. Chapter
  
  A Adopting the marketing perspective
  1. Chapter
    
    1 Approaching marketing
    1. Chapter
      
      1.1 Ideas about marketing
    2. Chapter
      
      1.2 The relevant market
    3. Chapter
      
      1.3 Marketing as an applied science
  2. Chapter
    
    2 Marketing management
    1. Chapter
      
      2.1 Nature and process of marketing management
    2. Chapter
      
      2.2 Planning levels
    3. Chapter
      
      2.3 Marketing programmes and the marketing mix
    4. Chapter
      
      2.4 Marketing concept and the marketing plan
2. Chapter
  
  B Understanding markets and customers
  1. Chapter
    
    3 The marketing environment
    1. Chapter
      
      3.1 External forces impacting on marketing success
    2. Chapter
      
      3.2 Micro-environment and macro-environment
    3. Chapter
      
      3.3 The market system
  2. Chapter
    
    4 Buyer behaviour and analysis
    1. Chapter
      
      4.1 Buyer behaviour
    2. Chapter
      
      4.2 General framework for the analysis and explanation ofindividual buying behaviour
    3. Chapter
      
      4.3 Factors influencing individual buying behaviour
      1. Chapter
        
        4.3.1 Person-related factors
      2. Chapter
        
        4.3.2 Psychological factors
        
        Chapter
        
        4.3.2.1 Interaction of energetic and cognitive processes
        
        Chapter
        
        4.3.2.2 Energetically dominated constructs and processes
        
        Chapter
        
        4.3.2.3 Cognitively dominated constructs and processes
    4. Chapter
      
      4.4 Types of individual purchasing decisions
    5. Chapter
      
      4.5 Organizational buying behaviour
  3. Chapter
    
    5 Market research
    1. Chapter
      
      5.1 Types and process of market research
    2. Chapter
      
      5.2 Data collection methods
    3. Chapter
      
      5.3 Sampling
    4. Chapter
      
      5.4 Special research designs: Experiments and panels
    5. Chapter
      
      5.5 Quality criteria for market research
    6. Chapter
      
      5.6 Data analysis
3. Chapter
  
  C Setting the strategic frame
  1. Chapter
    
    6 Marketing objectives
    1. Chapter
      
      6.1 Characteristics and types of marketing objectives
    2. Chapter
      
      6.2 Thematic dimensions of marketing objectives
  2. Chapter
    
    7 Strategic analysis
    1. Chapter
      
      7.1 Analyses to diagnose the internal situation
    2. Chapter
      
      7.2 Analyses to diagnose the external situation
    3. Chapter
      
      7.3 SWOT to merge results from internal and external analysis
  3. Chapter
    
    8 Marketing strategies
    1. Chapter
      
      8.1 Competition-related strategies
    2. Chapter
      
      8.2 Customer-related strategies
      1. Chapter
        
        8.2.1. Area strategies
      2. Chapter
        
        8.2.2 Growth strategies
      3. Chapter
        
        8.2.3 Innovation strategies
      4. Chapter
        
        8.2.4 Segmentation strategies
      5. Chapter
        
        8.2.5 Value proposition strategies
    3. Chapter
      
      8.3 Time-related strategies
    4. Chapter
      
      8.4 Budgeting for marketing strategies
4. Chapter
  
  D Designing and implementing marketing programmes
  1. Chapter
    
    9 Brand decisions
    1. Chapter
      
      9.1 Basics about the brand
    2. Chapter
      
      9.2 Brand policy decisions
  2. Chapter
    
    10 Product decisions
    1. Chapter
      
      10.1 Basics of products and services
    2. Chapter
      
      10.2 Product mix decisions
    3. Chapter
      
      10.3 Product innovation
  3. Chapter
    
    11 Sales and customer relationship management decisions
    1. Chapter
      
      11.1 Basics of sales management
    2. Chapter
      
      11.2 Distribution channel decisions
    3. Chapter
      
      11.3 Channel member decisions
    4. Chapter
      
      11.4 Vertical coordination of channels
    5. Chapter
      
      11.5 Personal selling
    6. Chapter
      
      11.6 Customer management and CRM
    7. Chapter
      
      11.7 Complaint management
  4. Chapter
    
    12 Marketing communications decisions
    1. Chapter
      
      12.1 Basics of marketing communications
    2. Chapter
      
      12.2 Above-the-line communications
    3. Chapter
      
      12.3 Below-the-line communications
    4. Chapter
      
      12.4 Media planning
  5. Chapter
    
    13 Sales promotions decisions
    1. Chapter
      
      13.1 Basics of sales promotions
    2. Chapter
      
      13.2 Sales promotions as a cross-sectional task
    3. Chapter
      
      13.3 Sales promotions tools
  6. Chapter
    
    14 Pricing decisions
    1. Chapter
      
      14.1 Basics of pricing
    2. Chapter
      
      14.2 Behavioural aspects of pricing policy
    3. Chapter
      
      14.3 Pricing methods
    4. Chapter
      
      14.5 Pricing decisions referring to periods of time
  7. Chapter
    
    15 Marketing programme coordination
    1. Chapter
      
      15.1 Integrated marketing
    2. Chapter
      
      15.2 Product life cycle as a thinking grid
    3. Chapter
      
      15.3 Dominance-Standard model as a thinking grid
    4. Chapter
      
      15.4 Integration grid as a thinking grid
5. Chapter
  
  Appendix 1: Sample marketing plan structure
6. Chapter
  
  Appendix 2: Notes on dealing with written examination questions
7. Chapter
  
  Index

We use cookies.

Marketing

Principles of Customer-Centric Business Management

Overview

Abstract

Author information

Keywords

Details

Related content

Table of contents

Content (90 Chapter)

Table of Contents

A Adopting the marketing perspective

1 Approaching marketing

1.1 Ideas about marketing

1.2 The relevant market

1.3 Marketing as an applied science

2 Marketing management

2.1 Nature and process of marketing management

2.2 Planning levels

2.3 Marketing programmes and the marketing mix

2.4 Marketing concept and the marketing plan

B Understanding markets and customers

3 The marketing environment

3.1 External forces impacting on marketing success

3.2 Micro-environment and macro-environment

3.3 The market system

4 Buyer behaviour and analysis

4.1 Buyer behaviour

4.2 General framework for the analysis and explanation ofindividual buying behaviour

4.3 Factors influencing individual buying behaviour

4.3.1 Person-related factors

4.3.2 Psychological factors

4.3.2.1 Interaction of energetic and cognitive processes

4.3.2.2 Energetically dominated constructs and processes

4.3.2.3 Cognitively dominated constructs and processes

4.4 Types of individual purchasing decisions

4.5 Organizational buying behaviour

5 Market research

5.1 Types and process of market research

5.2 Data collection methods

5.3 Sampling

5.4 Special research designs: Experiments and panels

5.5 Quality criteria for market research

5.6 Data analysis

C Setting the strategic frame

6 Marketing objectives

6.1 Characteristics and types of marketing objectives

6.2 Thematic dimensions of marketing objectives

7 Strategic analysis

7.1 Analyses to diagnose the internal situation

7.2 Analyses to diagnose the external situation

7.3 SWOT to merge results from internal and external analysis

8 Marketing strategies

8.1 Competition-related strategies

8.2 Customer-related strategies

8.2.1. Area strategies

8.2.2 Growth strategies

8.2.3 Innovation strategies

8.2.4 Segmentation strategies

8.2.5 Value proposition strategies

8.3 Time-related strategies

8.4 Budgeting for marketing strategies

D Designing and implementing marketing programmes

9 Brand decisions

9.1 Basics about the brand

9.2 Brand policy decisions

10 Product decisions

10.1 Basics of products and services

10.2 Product mix decisions

10.3 Product innovation

11 Sales and customer relationship management decisions

11.1 Basics of sales management

11.2 Distribution channel decisions

11.3 Channel member decisions

11.4 Vertical coordination of channels

11.5 Personal selling

11.6 Customer management and CRM

11.7 Complaint management

12 Marketing communications decisions