Marketing management: a contemporary perspective
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
London [u.a.]
McGraw-Hill Higher Education
2009
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis Klappentext |
| Item Description: | Literaturangaben |
| Physical Description: | XXII, 642 S. Ill., graph. Darst. |
| ISBN: | 0077117247 9780077117245 |
Staff View
MARC
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Record in the Search Index
| _version_ | 1828820626131910656 |
|---|---|
| adam_text |
Preface
xiii
Guided
Tour
xvi
Technology
to Enhance Learning
and Teaching
xviii
Acknowledgements
xxi
About the Authors
xxii
1
Setting the Scene for Marketing
1
1.1
Markets as Focal Points of Marketing
2
1.2
Development and Scope of the
Marketing Concept
5
1.3
How this Book is Structured
8
Key Terms
11
References
11
PART ONE Laying the Groundwork:
Shaping Marketing Strategies
2
The Key Aspects of Marketing Strategy
15
2.1
An Initial Overview of the
Marketing Strategy Concept
16
2.2
The 'Classics' of Strategic Success
Factor Research
22
2.3
The Marketing Strategy
Development Process
31
Summary
33
Case Study: Nothing Lasts For
Ever
-
Subtle Reminders for
Consumers from Gillette
33
Key Terms
34
References
35
3
Analysis of the Initial Strategic Situation
37
3.1
Issues and Key Methods in
Analyzing the Initial Strategic
Situation
38
3.2
Scanning the Scene: Analysis of
the Global Company Environment
39
3.3
Assessing the
Microenvironment:
Analysis of the Relevant Market
46
3.4
Reading the Market's Mind: Analysis
of the Company Situation
56
Summary
61
Case Study:
Zara,
a Spanish Success Story
62
Case Study: Molecular Weight
-
BASF
and the Chemical Industry
63
Key Terms
65
References
65
PART TWO The Marketing Mix
67
4
Formulation, Evaluation and Selection
of Marketing Strategies
4.1
Central Questions for the
Formulation of Marketing
Strategies
68
4.2
Supporting Concepts for the
Formulation of Marketing
Strategies
83
4.3
Evaluating Marketing Strategy
89
Summary
90
Case Study: The Rise of the
Superbrands
90
Key Terms
92
References
93
End of Part Case Study
-
Tata Motors Ltd: An Indian Elephant
Makes a Foray into the Global
Auto Market
95
5
Product Decisions
5.1
Areas of Product Decisions
5.2
Defining the Product
5.3
Innovation Management
5.4
Management of Established
Products
132
5.5
Brand Management
139
Summary
152
Case Study:
Nivea
Revamps Deodorant
Range
152
Key Terms
153
References
154
6
Pricing: Making Profitable Decisions
6.1
The Key Aspects of Determining
Prices in a Complex Setting
6.2
The Theoretical Foundations of
Pricing Decisions
6.3
Understanding Customers, Costs
and Competition: Approaches
to Pricing
179
Summary
190
Case Study: Apple Reinvents the Phone
with iPhone
190
Key Terms
192
References
193
7
Sales Decisions
195
7.1
Basic Terms, Concepts and
Overview
196
7.2
The Design and Structure of
the Sales System
196
7.3
The Design and Structure of
Relationships with Sales Partners
and Key Accounts
208
7.4
The Design of Selling Activities
215
7.5
Sales Logistics
221
Summary
228
Case Study: Conflict Management
with Sales Partners at HP
228
Key Terms
230
References
231
8
Communication Decisions
235
8.1
'Who Says What in Which
Channel, to Whom and with
What Effect?'
237
8.2
Understanding the Audience
239
8.3
Another W: 'What Are We Going
to Spend?'
242
8.4
Making the Audience Receptive
250
8.5
Making a Splash? Monitoring
the Impact of Communication
280
Summary
285
Case Study: Gillette to Axe
Beckham
for a Team of Global Sports Icons
285
Key Terms
286
References
288
9
Tying the Knot with Customers
295
9.1
From Customer Satisfaction to
Customer Loyalty
296
9.2
Creating the Customer
Relationship
298
9.3
The Power of Belonging to
Customer Clubs
301
9.4
Retaining Customers via
Customer Cards
304
9.5
Cross-selling: a Tool for
Relationship Building
307
9.6
Dealing with Customer
Complaints
309
9.7
Winning back Customers: on the
Road to Customer Recovery
312
Summary
314
Case Study: Cult Lifestyle at Harley-
Davidson: the Mythical HOG Club
314
Key Terms
316
References
316
End of Part Case Study
-
Magnum Ice Cream: A Unilever
Success Story
319
PART THREE Marketing in Specific Contexts
Ί
0
Business-to-Business Marketing
327
10.1
Business-to-Business Marketing:
Setting the Scene
328
10.2
Marketing Strategy: Specific
Characteristics in Business-to-
Business Marketing
335
10.3
Specific Characteristics of
Marketing Mix Instruments in
Business-to-Business Marketing
336
Summary
347
Case Study: Boeing Lets Airlines
Browse 'Dreamliner' Showroom
347
Key Terms
349
References
350
11
Marketing of Services
11.1
Marketing of Services:
What are Services?
11.2
Designing and Managing
Service Quality
353
354
358
11.3
Specific Characteristics of Services
Marketing
369
11.4
An Expanded
Marketing
Mix in
Services Marketing
370
11.5
Retailing
379
Summary
396
Case Study: Low-Cost Carriers Drop
Prices to Fill Seats
397
Key Terms
398
References
399
1
2
International Marketing
405
12.1
International Marketing:
An Introducton
406
12.2
Specific Characteristics of
International Market Research
424
12.3
Specific Characteristics of
International Marketing
Strategies
427
12.4
Specific Characteristics of
Elements in the Marketing Mix
in International Marketing
436
Summary
447
Case Study:
ĽOréal
-
Worth More
Than Ever
448
Key Terms
449
References
451
End of Part Case Study
-
Amazon: International Expansion
ofanE-tailer
455
PART FOUR Marketing Implementation
13
Marketing and Sales Organization
465
13.1
How to Specialize: An
Introduction to the Concept
of Specialization
466
13.2
How to Coordinate: An
Introduction to the Concept
of Coordination
476
Summary
485
Case Study: Siemens Exec Breaks
Down Borders, Connects
485
Key Terms
486
References
487
14
Marketing and Sales Information
Systems
489
14.1
Basic Information about
Marketing and Sales
Information Systems
490
14.2
Components of Marketing and
Sales Information Systems
499
Summary
505
Case Study: Stopping the Sprawl
at HP
505
Key Terms
507
References
507
15
Marketing and Sales Management
Control
15.1
Tasks and Roles of Marketing
and Sales Management Control
15.2
Marketing and Sales Planning
15.3
Marketing and Sales Controls
15.4
Analytical Tools Used in
Marketing and Sales
Management Controlling
Summary
Case Study: Cost and Profitability
Accounting Tools/Activity-Based
Costing
Key Terms
References
Ί
6
Human Resource Management in
Marketing and Sales
16.1
Personnel Management in
Marketing and Sales
16.2
Personnel Supervision in
Marketing and Sales
Summary
Case Study: Secrets of an HR
Superstar
Key Terms
References
509
510
511
514
17
Market
Orientation
557
End of Part Case Study
-
The Nespresso
17.1
Definitions of Market
Story: Success with Coffee Based on
Orientation
558
Market Orientation
581
17.2
Market Orientation within
End of Part Case Study
-
Bayer
a Company
561
CropScience: Aspirin for Crops?
589
Summary
576
Key Terms
576
Appendix: Theories and Techniques
595
References
577
Index
620
Marketing Management:
A Contemporary Perspective provides a fresh new perspective on
marketing from some of the leading researchers in Europe.
The book offers students and practitioners the comprehensive coverage they need to make the right
decisions to create and implement highly successful marketing strategies. This exciting new book
combines scholarly international research with relevant and contemporary examples from markets and
brands across the world.
The authors combine their experience as researchers and industry consultants to provide the conceptual
and theoretical underpinning of marketing and empirical research, helping students to understand
how marketing concepts can be applied and implemented. The book covers a full range of industries
including business-to-customer, business-to-business, services marketing, retailing and
international marketing from companies around the globe. |
| adam_txt |
Preface
xiii
Guided
Tour
xvi
Technology
to Enhance Learning
and Teaching
xviii
Acknowledgements
xxi
About the Authors
xxii
1
Setting the Scene for Marketing
1
1.1
Markets as Focal Points of Marketing
2
1.2
Development and Scope of the
Marketing Concept
5
1.3
How this Book is Structured
8
Key Terms
11
References
11
PART ONE Laying the Groundwork:
Shaping Marketing Strategies
2
The Key Aspects of Marketing Strategy
15
2.1
An Initial Overview of the
Marketing Strategy Concept
16
2.2
The 'Classics' of Strategic Success
Factor Research
22
2.3
The Marketing Strategy
Development Process
31
Summary
33
Case Study: Nothing Lasts For
Ever
-
Subtle Reminders for
Consumers from Gillette
33
Key Terms
34
References
35
3
Analysis of the Initial Strategic Situation
37
3.1
Issues and Key Methods in
Analyzing the Initial Strategic
Situation
38
3.2
Scanning the Scene: Analysis of
the Global Company Environment
39
3.3
Assessing the
Microenvironment:
Analysis of the Relevant Market
46
3.4
Reading the Market's Mind: Analysis
of the Company Situation
56
Summary
61
Case Study:
Zara,
a Spanish Success Story
62
Case Study: Molecular Weight
-
BASF
and the Chemical Industry
63
Key Terms
65
References
65
PART TWO The Marketing Mix
67
4
Formulation, Evaluation and Selection
of Marketing Strategies
4.1
Central Questions for the
Formulation of Marketing
Strategies
68
4.2
Supporting Concepts for the
Formulation of Marketing
Strategies
83
4.3
Evaluating Marketing Strategy
89
Summary
90
Case Study: The Rise of the
Superbrands
90
Key Terms
92
References
93
End of Part Case Study
-
Tata Motors Ltd: An Indian Elephant
Makes a Foray into the Global
Auto Market
95
5
Product Decisions
5.1
Areas of Product Decisions
5.2
Defining the Product
5.3
Innovation Management
5.4
Management of Established
Products
132
5.5
Brand Management
139
Summary
152
Case Study:
Nivea
Revamps Deodorant
Range
152
Key Terms
153
References
154
6
Pricing: Making Profitable Decisions
6.1
The Key Aspects of Determining
Prices in a Complex Setting
6.2
The Theoretical Foundations of
Pricing Decisions
6.3
Understanding Customers, Costs
and Competition: Approaches
to Pricing
179
Summary
190
Case Study: Apple Reinvents the Phone
with iPhone
190
Key Terms
192
References
193
7
Sales Decisions
195
7.1
Basic Terms, Concepts and
Overview
196
7.2
The Design and Structure of
the Sales System
196
7.3
The Design and Structure of
Relationships with Sales Partners
and Key Accounts
208
7.4
The Design of Selling Activities
215
7.5
Sales Logistics
221
Summary
228
Case Study: Conflict Management
with Sales Partners at HP
228
Key Terms
230
References
231
8
Communication Decisions
235
8.1
'Who Says What in Which
Channel, to Whom and with
What Effect?'
237
8.2
Understanding the Audience
239
8.3
Another W: 'What Are We Going
to Spend?'
242
8.4
Making the Audience Receptive
250
8.5
Making a Splash? Monitoring
the Impact of Communication
280
Summary
285
Case Study: Gillette to Axe
Beckham
for a Team of Global Sports Icons
285
Key Terms
286
References
288
9
Tying the Knot with Customers
295
9.1
From Customer Satisfaction to
Customer Loyalty
296
9.2
Creating the Customer
Relationship
298
9.3
The Power of Belonging to
Customer Clubs
301
9.4
Retaining Customers via
Customer Cards
304
9.5
Cross-selling: a Tool for
Relationship Building
307
9.6
Dealing with Customer
Complaints
309
9.7
Winning back Customers: on the
Road to Customer Recovery
312
Summary
314
Case Study: Cult Lifestyle at Harley-
Davidson: the Mythical HOG Club
314
Key Terms
316
References
316
End of Part Case Study
-
Magnum Ice Cream: A Unilever
Success Story
319
PART THREE Marketing in Specific Contexts
Ί
0
Business-to-Business Marketing
327
10.1
Business-to-Business Marketing:
Setting the Scene
328
10.2
Marketing Strategy: Specific
Characteristics in Business-to-
Business Marketing
335
10.3
Specific Characteristics of
Marketing Mix Instruments in
Business-to-Business Marketing
336
Summary
347
Case Study: Boeing Lets Airlines
Browse 'Dreamliner' Showroom
347
Key Terms
349
References
350
11
Marketing of Services
11.1
Marketing of Services:
What are Services?
11.2
Designing and Managing
Service Quality
353
354
358
11.3
Specific Characteristics of Services
Marketing
369
11.4
An Expanded
Marketing
Mix in
Services Marketing
370
11.5
Retailing
379
Summary
396
Case Study: Low-Cost Carriers Drop
Prices to Fill Seats
397
Key Terms
398
References
399
1
2
International Marketing
405
12.1
International Marketing:
An Introducton
406
12.2
Specific Characteristics of
International Market Research
424
12.3
Specific Characteristics of
International Marketing
Strategies
427
12.4
Specific Characteristics of
Elements in the Marketing Mix
in International Marketing
436
Summary
447
Case Study:
ĽOréal
-
Worth More
Than Ever
448
Key Terms
449
References
451
End of Part Case Study
-
Amazon: International Expansion
ofanE-tailer
455
PART FOUR Marketing Implementation
13
Marketing and Sales Organization
465
13.1
How to Specialize: An
Introduction to the Concept
of Specialization
466
13.2
How to Coordinate: An
Introduction to the Concept
of Coordination
476
Summary
485
Case Study: Siemens Exec Breaks
Down Borders, Connects
485
Key Terms
486
References
487
14
Marketing and Sales Information
Systems
489
14.1
Basic Information about
Marketing and Sales
Information Systems
490
14.2
Components of Marketing and
Sales Information Systems
499
Summary
505
Case Study: Stopping the Sprawl
at HP
505
Key Terms
507
References
507
15
Marketing and Sales Management
Control
15.1
Tasks and Roles of Marketing
and Sales Management Control
15.2
Marketing and Sales Planning
15.3
Marketing and Sales Controls
15.4
Analytical Tools Used in
Marketing and Sales
Management Controlling
Summary
Case Study: Cost and Profitability
Accounting Tools/Activity-Based
Costing
Key Terms
References
Ί
6
Human Resource Management in
Marketing and Sales
16.1
Personnel Management in
Marketing and Sales
16.2
Personnel Supervision in
Marketing and Sales
Summary
Case Study: Secrets of an HR
Superstar
Key Terms
References
509
510
511
514
17
Market
Orientation
557
End of Part Case Study
-
The Nespresso
17.1
Definitions of Market
Story: Success with Coffee Based on
Orientation
558
Market Orientation
581
17.2
Market Orientation within
End of Part Case Study
-
Bayer
a Company
561
CropScience: Aspirin for Crops?
589
Summary
576
Key Terms
576
Appendix: Theories and Techniques
595
References
577
Index
620
Marketing Management:
A Contemporary Perspective provides a fresh new perspective on
marketing from some of the leading researchers in Europe.
The book offers students and practitioners the comprehensive coverage they need to make the right
decisions to create and implement highly successful marketing strategies. This exciting new book
combines scholarly international research with relevant and contemporary examples from markets and
brands across the world.
The authors combine their experience as researchers and industry consultants to provide the conceptual
and theoretical underpinning of marketing and empirical research, helping students to understand
how marketing concepts can be applied and implemented. The book covers a full range of industries
including business-to-customer, business-to-business, services marketing, retailing and
international marketing from companies around the globe. |
| any_adam_object | 1 |
| any_adam_object_boolean | 1 |
| author | Homburg, Christian 1962- Kuester, Sabine Krohmer, Harley 1970- |
| author_GND | (DE-588)118190008 (DE-588)135574609 (DE-588)17166857X |
| author_facet | Homburg, Christian 1962- Kuester, Sabine Krohmer, Harley 1970- |
| author_role | aut aut aut |
| author_sort | Homburg, Christian 1962- |
| author_variant | c h ch s k sk h k hk |
| building | Verbundindex |
| bvnumber | BV035099331 |
| 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)612068788 (DE-599)GBV57521077X |
| 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 |
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| genre | (DE-588)4151278-9 Einführung gnd-content |
| genre_facet | Einführung |
| id | DE-604.BV035099331 |
| illustrated | Illustrated |
| index_date | 2024-07-02T22:13:38Z |
| indexdate | 2025-04-08T08:01:00Z |
| institution | BVB |
| isbn | 0077117247 9780077117245 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-016767332 |
| oclc_num | 612068788 |
| open_access_boolean | |
| owner | DE-703 DE-355 DE-BY-UBR DE-20 DE-473 DE-BY-UBG DE-521 DE-1049 DE-1102 DE-Aug4 DE-523 DE-634 DE-858 DE-92 DE-2070s DE-739 DE-Eb1 DE-83 DE-19 DE-BY-UBM DE-1047 |
| owner_facet | DE-703 DE-355 DE-BY-UBR DE-20 DE-473 DE-BY-UBG DE-521 DE-1049 DE-1102 DE-Aug4 DE-523 DE-634 DE-858 DE-92 DE-2070s DE-739 DE-Eb1 DE-83 DE-19 DE-BY-UBM DE-1047 |
| physical | XXII, 642 S. Ill., graph. Darst. |
| publishDate | 2009 |
| publishDateSearch | 2009 |
| publishDateSort | 2009 |
| publisher | McGraw-Hill Higher Education |
| record_format | marc |
| spelling | Homburg, Christian 1962- Verfasser (DE-588)118190008 aut Marketing management a contemporary perspective Christian Homburg, Sabine Kuester and Harley Krohmer London [u.a.] McGraw-Hill Higher Education 2009 XXII, 642 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Literaturangaben Marketing gtt Marketing Management Marketingmanagement (DE-588)4168907-0 gnd rswk-swf (DE-588)4151278-9 Einführung gnd-content Marketingmanagement (DE-588)4168907-0 s b DE-604 Kuester, Sabine Verfasser (DE-588)135574609 aut Krohmer, Harley 1970- Verfasser (DE-588)17166857X aut Gefolgt von Second edition 2013 978-0-07-714604-7 (DE-604)BV040671489 Digitalisierung UB Passau application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016767332&sequence=000006&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Passau application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016767332&sequence=000007&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Klappentext |
| spellingShingle | Homburg, Christian 1962- Kuester, Sabine Krohmer, Harley 1970- Marketing management a contemporary perspective Marketing gtt Marketing Management Marketingmanagement (DE-588)4168907-0 gnd |
| subject_GND | (DE-588)4168907-0 (DE-588)4151278-9 |
| title | Marketing management a contemporary perspective |
| title_auth | Marketing management a contemporary perspective |
| title_exact_search | Marketing management a contemporary perspective |
| title_exact_search_txtP | Marketing management a contemporary perspective |
| title_full | Marketing management a contemporary perspective Christian Homburg, Sabine Kuester and Harley Krohmer |
| title_fullStr | Marketing management a contemporary perspective Christian Homburg, Sabine Kuester and Harley Krohmer |
| title_full_unstemmed | Marketing management a contemporary perspective Christian Homburg, Sabine Kuester and Harley Krohmer |
| title_short | Marketing management |
| title_sort | marketing management a contemporary perspective |
| title_sub | a contemporary perspective |
| topic | Marketing gtt Marketing Management Marketingmanagement (DE-588)4168907-0 gnd |
| topic_facet | Marketing Marketing Management Marketingmanagement Einführung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016767332&sequence=000006&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=016767332&sequence=000007&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA |
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