Key concepts in marketing:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Los Angeles [u.a.]
SAGE
2009
|
| Ausgabe: | 1. publ. |
| Schriftenreihe: | SAGE key concepts
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references |
| Beschreibung: | IX, 219 S. graph . Darst. |
| ISBN: | 9781847874986 9781847874993 |
Internformat
MARC
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| 300 | |a IX, 219 S. |b graph . Darst. | ||
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-016586014 | ||
Datensatz im Suchindex
| _version_ | 1804137787109146624 |
|---|---|
| adam_text | Alphabetical List of Concepts
Preface
Part
1
Customers and Markets
Customer Centrality
Management of Exchange
Evolution of Marketing
Relationship Marketing
The Leaky Bucket Theory
Postmodern Marketing
The Marketing Environment
Marketing Research
The Marketing Audit
Competitive Advantage
Porter s Competitive Strategies
Strategic Planning
Marketing Planning
Globalisation
Consumerism
Part
2
The Offer
Product as a Bundle of Benefits
Product Anatomy
Core Product
Added Value
Service Products
The Product Life Cycle
New Product Development
Diffusion of Innovation
Quality
Elasticity of Demand
Demand Pricing
Price Skimming
vu
ix
1
3
6
10
15
20
22
25
30
34
38
42
45
51
54
58
61
63
66
68
69
73
78
83
87
93
96
99
102
Psychological Pricing
105
Not-for-profit marketing
107
Part
3
Approaching Customers
109
Need Satisfaction
111
Involvement
115
Segmentation
120
Targeting
126
The Marketing Mix
130
The Elaboration Likelihood Model
133
Reference Groups
135
Distribution
141
Channel Management
146
Logistics
150
The Stages of Development Model of International
Market Entry
154
Market Share
158
Part
4
Promotion
161
Branding
163
Brand Personality
168
Positioning
170
The Communications Mix
174
The
Schramm
Model of Communication
177
Advertising: the Weak and Strong Theories
181
Sales Promotion
185
Corporate Reputation
189
Personal Selling
193
Key Account Selling
200
Integrated Marketing Communication
206
^^ Index
211
vil
|
| adam_txt |
Alphabetical List of Concepts
Preface
Part
1
Customers and Markets
Customer Centrality
Management of Exchange
Evolution of Marketing
Relationship Marketing
The Leaky Bucket Theory
Postmodern Marketing
The Marketing Environment
Marketing Research
The Marketing Audit
Competitive Advantage
Porter's Competitive Strategies
Strategic Planning
Marketing Planning
Globalisation
Consumerism
Part
2
The Offer
Product as a Bundle of Benefits
Product Anatomy
Core Product
Added Value
Service Products
The Product Life Cycle
New Product Development
Diffusion of Innovation
Quality
Elasticity of Demand
Demand Pricing
Price Skimming
vu
ix
1
3
6
10
15
20
22
25
30
34
38
42
45
51
54
58
61
63
66
68
69
73
78
83
87
93
96
99
102
Psychological Pricing
105
Not-for-profit marketing
107
Part
3
Approaching Customers
109
Need Satisfaction
111
Involvement
115
Segmentation
120
Targeting
126
The Marketing Mix
130
The Elaboration Likelihood Model
133
Reference Groups
135
Distribution
141
Channel Management
146
Logistics
150
The Stages of Development Model of International
Market Entry
154
Market Share
158
Part
4
Promotion
161
Branding
163
Brand Personality
168
Positioning
170
The Communications Mix
174
The
Schramm
Model of Communication
177
Advertising: the Weak and Strong Theories
181
Sales Promotion
185
Corporate Reputation
189
Personal Selling
193
Key Account Selling
200
Integrated Marketing Communication
206
^^ Index
211
vil |
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| illustrated | Not Illustrated |
| index_date | 2024-07-02T21:24:32Z |
| indexdate | 2024-07-09T21:17:50Z |
| institution | BVB |
| isbn | 9781847874986 9781847874993 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-016586014 |
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| spelling | Blythe, Jim Verfasser aut Key concepts in marketing Jim Blythe 1. publ. Los Angeles [u.a.] SAGE 2009 IX, 219 S. graph . Darst. txt rdacontent n rdamedia nc rdacarrier SAGE key concepts Includes bibliographical references Marketing Marketing (DE-588)4037589-4 gnd rswk-swf (DE-588)4066724-8 Wörterbuch gnd-content Marketing (DE-588)4037589-4 s DE-188 Digitalisierung UB Bayreuth application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016586014&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| title | Key concepts in marketing |
| title_auth | Key concepts in marketing |
| title_exact_search | Key concepts in marketing |
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| title_full | Key concepts in marketing Jim Blythe |
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| title_short | Key concepts in marketing |
| title_sort | key concepts in marketing |
| topic | Marketing Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing Wörterbuch |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016586014&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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