Basic marketing management:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York, NY [u.a.]
Wiley
©2000
|
| Ausgabe: | 2. ed., [Nachdr.] |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Klappentext |
| Beschreibung: | XIII, 341 S. Ill., graph. Darst. |
| ISBN: | 0471353922 |
Internformat
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV023180060 | ||
| 003 | DE-604 | ||
| 005 | 00000000000000.0 | ||
| 007 | t | ||
| 008 | 080222s2000 ad|| |||| 00||| eng d | ||
| 020 | |a 0471353922 |9 0-471-35392-2 | ||
| 035 | |a (OCoLC)43187058 | ||
| 035 | |a (DE-599)BVBBV023180060 | ||
| 040 | |a DE-604 |b ger |e rakwb | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-355 | ||
| 050 | 0 | |a HF5415.13 | |
| 082 | 0 | |a 658.8 |2 21 | |
| 084 | |a QP 600 |0 (DE-625)141905: |2 rvk | ||
| 100 | 1 | |a Dalrymple, Douglas J. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Basic marketing management |c Douglas J. Dalrymple ; Leonard J. Parsons |
| 250 | |a 2. ed., [Nachdr.] | ||
| 264 | 1 | |a New York, NY [u.a.] |b Wiley |c ©2000 | |
| 300 | |a XIII, 341 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 7 | |a Marketing |2 gtt | |
| 650 | 4 | |a Marketing |x Management | |
| 650 | 0 | 7 | |a Marketingmanagement |0 (DE-588)4168907-0 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Management |0 (DE-588)4037278-9 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Marketing |0 (DE-588)4037589-4 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Marketingmanagement |0 (DE-588)4168907-0 |D s |
| 689 | 0 | |5 DE-604 | |
| 689 | 1 | 0 | |a Marketing |0 (DE-588)4037589-4 |D s |
| 689 | 1 | 1 | |a Management |0 (DE-588)4037278-9 |D s |
| 689 | 1 | |5 DE-604 | |
| 700 | 1 | |a Parsons, Leonard J. |e Verfasser |4 aut | |
| 856 | 4 | 2 | |m Digitalisierung UB Regensburg |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016366604&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 856 | 4 | 2 | |m Digitalisierung UB Regensburg |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016366604&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA |3 Klappentext |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-016366604 | ||
Datensatz im Suchindex
| _version_ | 1804137446957383680 |
|---|---|
| adam_text | CONTENTS
Preface iii
About the Authors
vii
THE ROLE OF MARKETING IN ORGANIZATIONS AND SOCIETY
1
What Is Marketing?
1
Who Is the Marketing Manager?
3
What Does a Marketing Manager Do?
8
The Marketing Management Process
10
The Marketing Concept
15
Marketing and Society
18
MARKETING STRATEGY
23
What Is Marketing Strategy?
23
What Is Our Mission?
30
Analyzing Strategic Business Units
32
Selecting Marketing Strategies
35
CUSTOMER ANALYSIS
41
Why Are Customers Important?
41
Who Are My Customers?
41
Where Are My Customers?
44
When Do My Customers Buy?
46
What Do My Customers Want?
47
How Do Customers Buy?
49
How Does My Firm Become Customer Oriented?
60
MARKET SEGMENTATION AND PRODUCT DIFFERENTIATION
65
Mass Marketing
65
Market Segmentation
68
Product Differentiation
76
Mass Customization
79
Must Segmentation and Differentiation Always Go Together?
79
xi
XU
CONTENTS
COMPETITIVE
ANALYSIS AND PRODUCT POSITIONING
84
Who Are Your Competitors?
85
What Are Your Relations With Your Competitors?
87
How Do You Learn About Your Competitors?
91
Where Do You Compete?
92
When Do You Compete?
92
How Do You Compete?
95
How Do You Position Your Product?
97
PRODUCT DEVELOPMENT AND TESTING
103
Why Develop New Products?
103
Search and Screening
106
Revenue and Cost Analysis
110
Development and Testing
112
Test Marketing
119
Commercialization
121
Managing
NPD 124
BRAND MANAGEMENT
129
What Is A Brand?
129
Brand Equity
131
Brand Strategy
133
Brand Quality
139
Brand Warranties and Service
140
Exploiting the Brand Life Cycle
141
Brands In Decline
142
SERVICES MARKETING
151
Nature of Services
151
Service Marketing Characteristics
155
Managing the Service Marketing System
160
PRICING
170
Finding the Right Price
170
Choosing A Pricing Method
176
When Should Prices Be Changed
186
SELECTING DISTRIBUTION CHANNELS
193
Distribution Alternatives
193
Channel Choice
202
Managing the Channel
204
Organizing Distribution
206
PERSONAL SELLING AND SALES FORCE MANAGEMENT
211
The Role of Personal Selling
211
How Many Salespeople?
214
Organizing the Sales Force
216
Recruiting and Selecting Salespeople
217
Motivating and Compensating Salespeople
220
Designing Efficient Sales Territories
222
CONTENTS
ХШ
Allocating Sales Effort
224
Evaluating Sales Performance
225
DIRECT MARKETING
234
Targeting
234
Media Selection
236
Integrated Direct Marketing
244
DESIGNING ADVERTING PROGRAMS
248
The Foundations for Advertising
248
Advertising Objectives and Goals
253
The Budget
255
Message Content
257
Media Selection
262
Measuring Advertising Effectiveness
263
Advertising versus Direct Marketing
268
SALES PROMOTION AND PUBLIC RELATIONS
272
Sales Promotion Mix
272
Types of Promotions
276
Conflicts Between the Promotional Mix and Marketing Mix
280
Public Relations
285
Measuring Campaign Effectiveness
287
INTERNATIONAL MARKETING
294
Environment of International Marketing
295
Which Markets To Enter
301
Market Entry Strategies
301
Global versus Localized Marketing
306
MARKETING PLANNING
313
Brand Manager as Planner
313
The Marketing Audit
315
Building the Marketing Plan
316
Testing the Marketing Plan
322
Implementation and Control
324
Index
335
EVERYTHING YOU NEED
TO CREATE EFFECTIVE
MARKETING STRATEGIES!
With its engaging writing style and clear presen¬
tation, this how-to book provides you with the core marketing
management concepts that everyone must know to compete in
today s business environment. Updated to reflect the current
marketplace, the book spotlights hot topics such as electronic
commerce, brand equity, database marketing, relationship mar¬
keting, business to business marketing, and interfunctional
coordination. And with the help of real-world examples, you ll
leam how to apply the material to plan, coordinate, and execute
a successful marketing strategy.
KEY FEATURES OF THE SECOND EDITION
•
Updated Marketing in Action and Marketing Strategies
boxes provide real-world examples that demonstrate how
the material is applied in business.
•
New Applying... To and Integrating... With sections
highlight topical marketing and business areas.
•
Internet coverage is integrated throughout the book.
•
Globalization is thoroughly discussed and the concepts are
reinforced through examples and questions.
•
Ethics questions.
•
SPSS(r) Student Version for Windows
9.0
is available to
accompany the text.
|
| adam_txt |
CONTENTS
Preface iii
About the Authors
vii
THE ROLE OF MARKETING IN ORGANIZATIONS AND SOCIETY
1
What Is Marketing?
1
Who Is the Marketing Manager?
3
What Does a Marketing Manager Do?
8
The Marketing Management Process
10
The Marketing Concept
15
Marketing and Society
18
MARKETING STRATEGY
23
What Is Marketing Strategy?
23
What Is Our Mission?
30
Analyzing Strategic Business Units
32
Selecting Marketing Strategies
35
CUSTOMER ANALYSIS
41
Why Are Customers Important?
41
Who Are My Customers?
41
Where Are My Customers?
44
When Do My Customers Buy?
46
What Do My Customers Want?
47
How Do Customers Buy?
49
How Does My Firm Become Customer Oriented?
60
MARKET SEGMENTATION AND PRODUCT DIFFERENTIATION
65
Mass Marketing
65
Market Segmentation
68
Product Differentiation
76
Mass Customization
79
Must Segmentation and Differentiation Always Go Together?
79
xi
XU
CONTENTS
COMPETITIVE
ANALYSIS AND PRODUCT POSITIONING
84
Who Are Your Competitors?
85
What Are Your Relations With Your Competitors?
87
How Do You Learn About Your Competitors?
91
Where Do You Compete?
92
When Do You Compete?
92
How Do You Compete?
95
How Do You Position Your Product?
97
PRODUCT DEVELOPMENT AND TESTING
103
Why Develop New Products?
103
Search and Screening
106
Revenue and Cost Analysis
110
Development and Testing
112
Test Marketing
119
Commercialization
121
Managing
NPD 124
BRAND MANAGEMENT
129
What Is A Brand?
129
Brand Equity
131
Brand Strategy
133
Brand Quality
139
Brand Warranties and Service
140
Exploiting the Brand Life Cycle
141
Brands In Decline
142
SERVICES MARKETING
151
Nature of Services
151
Service Marketing Characteristics
155
Managing the Service Marketing System
160
PRICING
170
Finding the Right Price
170
Choosing A Pricing Method
176
When Should Prices Be Changed
186
SELECTING DISTRIBUTION CHANNELS
193
Distribution Alternatives
193
Channel Choice
202
Managing the Channel
204
Organizing Distribution
206
PERSONAL SELLING AND SALES FORCE MANAGEMENT
211
The Role of Personal Selling
211
How Many Salespeople?
214
Organizing the Sales Force
216
Recruiting and Selecting Salespeople
217
Motivating and Compensating Salespeople
220
Designing Efficient Sales Territories
222
CONTENTS
ХШ
Allocating Sales Effort
224
Evaluating Sales Performance
225
DIRECT MARKETING
234
Targeting
234
Media Selection
236
Integrated Direct Marketing
244
DESIGNING ADVERTING PROGRAMS
248
The Foundations for Advertising
248
Advertising Objectives and Goals
253
The Budget
255
Message Content
257
Media Selection
262
Measuring Advertising Effectiveness
263
Advertising versus Direct Marketing
268
SALES PROMOTION AND PUBLIC RELATIONS
272
Sales Promotion Mix
272
Types of Promotions
276
Conflicts Between the Promotional Mix and Marketing Mix
280
Public Relations
285
Measuring Campaign Effectiveness
287
INTERNATIONAL MARKETING
294
Environment of International Marketing
295
Which Markets To Enter
301
Market Entry Strategies
301
Global versus Localized Marketing
306
MARKETING PLANNING
313
Brand Manager as Planner
313
The Marketing Audit
315
Building the Marketing Plan
316
Testing the Marketing Plan
322
Implementation and Control
324
Index
335
EVERYTHING YOU NEED
TO CREATE EFFECTIVE
MARKETING STRATEGIES!
With its engaging writing style and clear presen¬
tation, this how-to book provides you with the core marketing
management concepts that everyone must know to compete in
today's business environment. Updated to reflect the current
marketplace, the book spotlights hot topics such as electronic
commerce, brand equity, database marketing, relationship mar¬
keting, business to business marketing, and interfunctional
coordination. And with the help of real-world examples, you'll
leam how to apply the material to plan, coordinate, and execute
a successful marketing strategy.
KEY FEATURES OF THE SECOND EDITION
•
Updated Marketing in Action and Marketing Strategies
boxes provide real-world examples that demonstrate how
the material is applied in business.
•
"New Applying. To" and "Integrating. With" sections
highlight topical marketing and business areas.
•
Internet coverage is integrated throughout the book.
•
Globalization is thoroughly discussed and the concepts are
reinforced through examples and questions.
•
Ethics questions.
•
SPSS(r) Student Version for Windows
9.0
is available to
accompany the text. |
| any_adam_object | 1 |
| any_adam_object_boolean | 1 |
| author | Dalrymple, Douglas J. Parsons, Leonard J. |
| author_facet | Dalrymple, Douglas J. Parsons, Leonard J. |
| author_role | aut aut |
| author_sort | Dalrymple, Douglas J. |
| author_variant | d j d dj djd l j p lj ljp |
| building | Verbundindex |
| bvnumber | BV023180060 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.13 |
| callnumber-search | HF5415.13 |
| callnumber-sort | HF 45415.13 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)43187058 (DE-599)BVBBV023180060 |
| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 |
| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | 2. ed., [Nachdr.] |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>01890nam a2200457 c 4500</leader><controlfield tag="001">BV023180060</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">00000000000000.0</controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">080222s2000 ad|| |||| 00||| eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0471353922</subfield><subfield code="9">0-471-35392-2</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)43187058</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV023180060</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rakwb</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-355</subfield></datafield><datafield tag="050" ind1=" " ind2="0"><subfield code="a">HF5415.13</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.8</subfield><subfield code="2">21</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 600</subfield><subfield code="0">(DE-625)141905:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Dalrymple, Douglas J.</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Basic marketing management</subfield><subfield code="c">Douglas J. Dalrymple ; Leonard J. Parsons</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">2. ed., [Nachdr.]</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">New York, NY [u.a.]</subfield><subfield code="b">Wiley</subfield><subfield code="c">©2000</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">XIII, 341 S.</subfield><subfield code="b">Ill., graph. Darst.</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Marketing</subfield><subfield code="2">gtt</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Marketing</subfield><subfield code="x">Management</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marketingmanagement</subfield><subfield code="0">(DE-588)4168907-0</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Management</subfield><subfield code="0">(DE-588)4037278-9</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Marketingmanagement</subfield><subfield code="0">(DE-588)4168907-0</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="689" ind1="1" ind2="0"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2="1"><subfield code="a">Management</subfield><subfield code="0">(DE-588)4037278-9</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Parsons, Leonard J.</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">Digitalisierung UB Regensburg</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016366604&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">Digitalisierung UB Regensburg</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016366604&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Klappentext</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-016366604</subfield></datafield></record></collection> |
| id | DE-604.BV023180060 |
| illustrated | Illustrated |
| index_date | 2024-07-02T20:01:10Z |
| indexdate | 2024-07-09T21:12:26Z |
| institution | BVB |
| isbn | 0471353922 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-016366604 |
| oclc_num | 43187058 |
| open_access_boolean | |
| owner | DE-355 DE-BY-UBR |
| owner_facet | DE-355 DE-BY-UBR |
| physical | XIII, 341 S. Ill., graph. Darst. |
| publishDate | 2000 |
| publishDateSearch | 2000 |
| publishDateSort | 2000 |
| publisher | Wiley |
| record_format | marc |
| spelling | Dalrymple, Douglas J. Verfasser aut Basic marketing management Douglas J. Dalrymple ; Leonard J. Parsons 2. ed., [Nachdr.] New York, NY [u.a.] Wiley ©2000 XIII, 341 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing gtt Marketing Management Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Management (DE-588)4037278-9 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 s DE-604 Marketing (DE-588)4037589-4 s Management (DE-588)4037278-9 s Parsons, Leonard J. Verfasser aut Digitalisierung UB Regensburg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016366604&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Regensburg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016366604&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Klappentext |
| spellingShingle | Dalrymple, Douglas J. Parsons, Leonard J. Basic marketing management Marketing gtt Marketing Management Marketingmanagement (DE-588)4168907-0 gnd Management (DE-588)4037278-9 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4168907-0 (DE-588)4037278-9 (DE-588)4037589-4 |
| title | Basic marketing management |
| title_auth | Basic marketing management |
| title_exact_search | Basic marketing management |
| title_exact_search_txtP | Basic marketing management |
| title_full | Basic marketing management Douglas J. Dalrymple ; Leonard J. Parsons |
| title_fullStr | Basic marketing management Douglas J. Dalrymple ; Leonard J. Parsons |
| title_full_unstemmed | Basic marketing management Douglas J. Dalrymple ; Leonard J. Parsons |
| title_short | Basic marketing management |
| title_sort | basic marketing management |
| topic | Marketing gtt Marketing Management Marketingmanagement (DE-588)4168907-0 gnd Management (DE-588)4037278-9 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing Marketing Management Marketingmanagement Management |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016366604&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016366604&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT dalrympledouglasj basicmarketingmanagement AT parsonsleonardj basicmarketingmanagement |