Marketing: a relationship perspective
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
München
Vahlen
2010
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Klappentext |
| Beschreibung: | XVI, 451 S. Ill., graph. Darst. |
| ISBN: | 9783800637225 |
Internformat
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV036031747 | ||
| 003 | DE-604 | ||
| 005 | 20140106 | ||
| 007 | t | ||
| 008 | 100211s2010 gw ad|| |||| 00||| eng d | ||
| 015 | |a 09,N46,0861 |2 dnb | ||
| 016 | 7 | |a 997693177 |2 DE-101 | |
| 020 | |a 9783800637225 |c GB. : ca. EUR 39.80, ca. sfr 66.90 (freier Pr.) |9 978-3-8006-3722-5 | ||
| 024 | 3 | |a 9783800637225 | |
| 035 | |a (OCoLC)666970911 | ||
| 035 | |a (DE-599)DNB997693177 | ||
| 040 | |a DE-604 |b ger |e rakddb | ||
| 041 | 0 | |a eng | |
| 044 | |a gw |c XA-DE-BY | ||
| 049 | |a DE-355 |a DE-20 |a DE-898 |a DE-19 |a DE-860 |a DE-2070s |a DE-858 |a DE-739 |a DE-1050 |a DE-1051 |a DE-12 |a DE-703 |a DE-634 |a DE-1102 |a DE-1046 |a DE-91 |a DE-473 |a DE-M347 |a DE-573 |a DE-29 |a DE-188 |a DE-92 |a DE-Eb1 | ||
| 082 | 0 | |a 658.8 |2 22/ger | |
| 084 | |a QP 600 |0 (DE-625)141905: |2 rvk | ||
| 084 | |a 650 |2 sdnb | ||
| 084 | |a WIR 810f |2 stub | ||
| 084 | |a WIR 800f |2 stub | ||
| 100 | 1 | |a Hollensen, Svend |e Verfasser |0 (DE-588)1044269421 |4 aut | |
| 245 | 1 | 0 | |a Marketing |b a relationship perspective |c von Svend Hollensen und Marc Oliver Opresnik |
| 264 | 1 | |a München |b Vahlen |c 2010 | |
| 300 | |a XVI, 451 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 0 | 7 | |a Marketing |0 (DE-588)4037589-4 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Unternehmen |0 (DE-588)4061963-1 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Beziehungsmarketing |0 (DE-588)4789127-0 |2 gnd |9 rswk-swf |
| 655 | 7 | |8 1\p |0 (DE-588)4113937-9 |a Hochschulschrift |2 gnd-content | |
| 689 | 0 | 0 | |a Unternehmen |0 (DE-588)4061963-1 |D s |
| 689 | 0 | 1 | |a Marketing |0 (DE-588)4037589-4 |D s |
| 689 | 0 | 2 | |a Beziehungsmarketing |0 (DE-588)4789127-0 |D s |
| 689 | 0 | |5 DE-188 | |
| 700 | 1 | |a Opresnik, Marc Oliver |d 1969- |e Verfasser |0 (DE-588)121167410 |4 aut | |
| 856 | 4 | 2 | |m DNB Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018923807&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 856 | 4 | 2 | |m Digitalisierung UB Passau |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018923807&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA |3 Klappentext |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-018923807 | ||
| 883 | 1 | |8 1\p |a cgwrk |d 20201028 |q DE-101 |u https://d-nb.info/provenance/plan#cgwrk | |
Datensatz im Suchindex
| _version_ | 1804141054713135104 |
|---|---|
| adam_text | DETAILED CONTENTS XIII DETAILED CONTENTS PREFACE V 1. FUNDAMENTALS OF
RELATIONSHIP MARKETING 1 1.1 THE EVOLUTION OF RELATIONSHIP MARKETING 2
1.2 DEFINITION OF RELATIONSHIP MARKETING 7 1.3 RELATIONSHIP ECONOMICS 8
1.4 RELATIONSHIP DRIVERS 14 1.5 RELATIONSHIP MARKETING AS AN INTEGRATIVE
MANAGEMENT APPROACH 17 1.6 FUNDAMENTALS OF MARKETING PLANNING 22 CASE 1:
NORDEX AG 34 2. SITUATIONAL ANALYSIS IN THE MARKETING PLANNING PROCESS
43 2.1 ASSESSING THE INTERNAL MARKETING SITUATION 44 2.1.1 INTERNAL
RELATIONSHIPS 44 2.1.2 MARKET ORIENTATION VIEW (MOV) 47 2.1.3 RESOURCE
BASED VIEW (RBV) 48 2.1.4 MAJOR SOURCES OF COMPETITIVE ADVANTAGE 55 2.2
ASSESSING THE EXTERNAL MARKETING SITUATION 61 2.2.1 PEST ANALYSIS 61
2.2.2 EXTERNAL RELATIONSHIPS TO STAKEHOLDERS IN THE VALUE NET 67 2.2.2.1
RELATIONSHIPS WITH SUPPLIERS 68 2.2.2.2 RELATIONSHIPS WITH CUSTOMERS 70
2.2.2.3 RELATIONSHIPS WITH PARTNERS/COMPLEMENTORS 72 2.2.2.4
RELATIONSHIPS WITH COMPETITORS 72 2.2.2.5 OTHER EXTERNAL RELATIONSHIPS
73 2.3 ANALYZING BUYING BEHAVIOUR ON THE B2C MARKET 74 2.4 ANALYZING
BUYING BEHAVIOUR ON THE B2B MARKET 70 2.5 COMPARING B2B AND B2C MARKETS
82 2.6 SWOT ANALYSIS 82 2.6.1 ELEMENTS OF A SWOT ANALYSIS 83 2.6.2
MATCHING AND CONVERGING IN THE SWOT MATRIX 84 2.6.3 APPLICATION OF THE
SWOT ANALYSIS 85 2.6.4 REQUIRED ANALYSIS 86 2.6. BIBLIOGRAFISCHE
INFORMATIONEN HTTP://D-NB.INFO/997693177 DIGITALISIERT DURCH XIV
DETAILED CONTENTS 3.1.9 A NEW PRODUCT PORTFOLIO APPROACH 131 3.1.10
STRATEGY EVALUATION AND SELECTION 132 3.1.11 ESTIMATING FINANCIAL
CONSEQUENCES 134 3.2 MARKET SEGMENTATION, TARGETING AND POSITIONING 135
3.2.1 THE BENEFITS AND UNDERLYING PREMISES OF MARKET SEGMENTATION 135
3.2.2 THE SEGMENTATION, TARGETING AND POSITIONING APPROACH 136 3.2.3
SEGMENTING CONSUMER MARKETS (B2C) 138 3.2.4 SEGMENTING THE BUSINESS
MARKETS (B2B) 149 3.2.5 SEGMENTING INTERNATIONAL MARKETS AND COUNTRIES
154 3.2.6 TARGET MARKETING 156 3.2.7 POSITIONING STRATEGY 158 3.2.8
DIFFICULTIES OF IMPLEMENTING SEGMENTATION IN THE ORGANIZATION 161 CASE
3: ROYAL COPENHAGEN A/S 166 4. MARKETING MIX IN THE MARKETING PLANNING
PROCESS 171 4.1 PRODUCT AND SERVICE DECISIONS 172 4.1.1 DIFFERENT
PRODUCT LEVELS 172 4.1.2 PRODUCT AND SERVICE STRATEGIES 175 4.1.3
SERVICES MARKETING 179 4.1.4 NEW PRODUCT DEVELOPMENT (NPD) 185 4.1.5 THE
PRODUCT LIFE CYCLE 191 4.1.6 NEW PRODUCTS FOR THE INTERNATIONAL MARKET
194 4.1.7 BRANDING STRATEGY 196 4.2 PRICING DECISIONS 212 4.2.1 A
PRICING FRAMEWORK 212 4.2.2 GENERAL PRICING APPROACHES 217 4.2.2.1
COST-BASED PRICING 218 4.2.2.2 VALUE-BASED PRICING 220 4.2.2.3
COMPETITION-BASED PRICING 221 4.2.3 PRICING SERVICES VS. PHYSICAL
PRODUCT 222 4.2.4 PRICING NEW PRODUCTS 223 4.2.5 PRICE CHANGES 225 4.2.6
EXPERIENCE CURVE PRICING 226 4.2. DETAILED CONTENTS XV 4.3.10 MARKETING
LOGISTICS AND SUPPLY CHAIN MANAGEMENT 264 4.3.11 RETAILING AND
WHOLESALING 267 4.4 COMMUNICATION DECISIONS 272 4.4.1 THE COMMUNICATION
PROCESS 272 4.4.2 THE PROMOTIONAL MIX 275 4.4.3 ADVERTISING 277 4.4.3.1
THEORIES OF HOW ADVERTISING WORKS 277 4.4.3.2 DEVELOPING AN ADVERTISING
STRATEGY 279 4.4.3.3 STANDARDIZATION OR ADAPTATION OF GLOBAL ADVERTISING
288 4.4.4 SALES PROMOTION 288 4.4.4.1 MAJOR SALES PROMOTION TOOLS 289
4.4.4.2 DEVELOPING THE SALES PROMOTION PROGRAM 292 4.4.5 PUBLIC
RELATIONS 292 4.4.6 SPONSORSHIP 293 4.4.7 INTERNET ADVERTISING/PROMOTION
297 4.4.8 DIRECT MARKETING 305 4.4.8.1 DATABASE MARKETING 307 4.4.8.2
MAJOR DIRECT MARKETING TOOLS 308 4.4.9 PERSONAL SELLING 311 4.4.9.1
SALES MANAGEMENT 312 4.4.9.2 THE PERSONAL SELLING PROCESS 317 4.4.9.3
PERSONAL SELLING AND CUSTOMER RELATIONSHIP MANAGEMENT 318 4.4.10 PRODUCT
PLACEMENT 319 4.4.11 PUSH AND PULL STRATEGIES 320 4.4.12 MULTI-CHANNEL
CUSTOMER MANAGEMENT (MCCM) 321 4.4.12.1 DRIVERS OF MULTI-CHANNEL
CUSTOMER MANAGEMENT 322 4.4.12.2 BENEFITS AND PROBLEMS WITH
MULTI-CHANNEL CUSTOMER MANAGEMENT.. 324 4.4.12.3 MANAGING MULTI-CHANNEL
CUSTOMER MANAGEMENT 325 4.4.13 FACTORS AFFECTING INTERNATIONAL PROMOTION
STRATEGIES 327 CASE 4: HEINRICH DEICHMANN GMBH 330 5. IMPLEMENTATION AND
CONTROLLING IN THE MARKETING PLANNING PROCESS 345 5. XVI DETAILED
CONTENTS 5.3.1 MARKETING ETHICS 388 5.3.1.1 ETHICAL ISSUES IN THE
MARKETING MIX 389 5.3.1.2 SPECIAL ISSUES IN ETHICS 391 5.3.2 SOCIAL
MARKETING 394 5.3.3 GREEN MARKETING 396 5.3.3.1 LEVELS OF GREEN
MARKETING 397 5.3.3.2 ENVIRONMENTAL ISSUES IN THE MARKETING MIX 398
5.3.4 CORPORATE SOCIAL RESPONSIBILITY 400 5.3.4.1 THE NATURE OF
CORPORATE SOCIAL RESPONSIBILITY 400 5.3.4.2 THE DIMENSIONS OF CORPORATE
SOCIAL RESPONSIBILITY 403 5.4 DEVELOPING AND MANAGING CUSTOMER
RELATIONSHIPS 407 5.4.1 LOYALTY 407 5.4.2 SATISFACTION OF CUSTOMERS AND
EMPLOYEES 410 5.4.3 CUSTOMER PERCEPTION OF VALUE 411 5.4.4 CUSTOMER
RELATIONSHIP MANAGEMENT (CRM) 414 5.4.5 ONE-TO-ONE MARKETING 416 5.4.6
GLOBAL ACCOUNT MANAGEMENT (GAM) 418 5.4.7 CREATING LONG-TERM CUSTOMER
VALUE 424 5.4.8 RETHINKING MARKETING 428 CASE 5: ALFRED RITTER GMBH 432
ABOUT THE AUTHORS 447 INDEX 449
„Marketing
-
A Relationship Perspective is a comprehensive and clear
principles text which describes and analyses the fundamental concepts of
contemporary marketing. It integrates the .new relationship approach into the
traditional process of developing effective marketing plans. The book s structure
fits to the marketing planning process of a company. Consequently, the book looks
at the marketing management process from the perspective of both relational and
transactional approach suggesting that a company should in any case pursue an
integrative
and situational marketing management approach. Svend Hollensen s
and Marc Opresnik s holistic approach covers both principles and practices, is
drawn in equal measure from research and application, and is an ideal text for
students, researchers and practitioners alike.
|
| any_adam_object | 1 |
| author | Hollensen, Svend Opresnik, Marc Oliver 1969- |
| author_GND | (DE-588)1044269421 (DE-588)121167410 |
| author_facet | Hollensen, Svend Opresnik, Marc Oliver 1969- |
| author_role | aut aut |
| author_sort | Hollensen, Svend |
| author_variant | s h sh m o o mo moo |
| building | Verbundindex |
| bvnumber | BV036031747 |
| classification_rvk | QP 600 |
| classification_tum | WIR 810f WIR 800f |
| ctrlnum | (OCoLC)666970911 (DE-599)DNB997693177 |
| 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 |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>02376nam a2200505 c 4500</leader><controlfield tag="001">BV036031747</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20140106 </controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">100211s2010 gw ad|| |||| 00||| eng d</controlfield><datafield tag="015" ind1=" " ind2=" "><subfield code="a">09,N46,0861</subfield><subfield code="2">dnb</subfield></datafield><datafield tag="016" ind1="7" ind2=" "><subfield code="a">997693177</subfield><subfield code="2">DE-101</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9783800637225</subfield><subfield code="c">GB. : ca. EUR 39.80, ca. sfr 66.90 (freier Pr.)</subfield><subfield code="9">978-3-8006-3722-5</subfield></datafield><datafield tag="024" ind1="3" ind2=" "><subfield code="a">9783800637225</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)666970911</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)DNB997693177</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rakddb</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="044" ind1=" " ind2=" "><subfield code="a">gw</subfield><subfield code="c">XA-DE-BY</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-355</subfield><subfield code="a">DE-20</subfield><subfield code="a">DE-898</subfield><subfield code="a">DE-19</subfield><subfield code="a">DE-860</subfield><subfield code="a">DE-2070s</subfield><subfield code="a">DE-858</subfield><subfield code="a">DE-739</subfield><subfield code="a">DE-1050</subfield><subfield code="a">DE-1051</subfield><subfield code="a">DE-12</subfield><subfield code="a">DE-703</subfield><subfield code="a">DE-634</subfield><subfield code="a">DE-1102</subfield><subfield code="a">DE-1046</subfield><subfield code="a">DE-91</subfield><subfield code="a">DE-473</subfield><subfield code="a">DE-M347</subfield><subfield code="a">DE-573</subfield><subfield code="a">DE-29</subfield><subfield code="a">DE-188</subfield><subfield code="a">DE-92</subfield><subfield code="a">DE-Eb1</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.8</subfield><subfield code="2">22/ger</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="084" ind1=" " ind2=" "><subfield code="a">650</subfield><subfield code="2">sdnb</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">WIR 810f</subfield><subfield code="2">stub</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">WIR 800f</subfield><subfield code="2">stub</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Hollensen, Svend</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)1044269421</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Marketing</subfield><subfield code="b">a relationship perspective</subfield><subfield code="c">von Svend Hollensen und Marc Oliver Opresnik</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">München</subfield><subfield code="b">Vahlen</subfield><subfield code="c">2010</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">XVI, 451 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="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="650" ind1="0" ind2="7"><subfield code="a">Unternehmen</subfield><subfield code="0">(DE-588)4061963-1</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Beziehungsmarketing</subfield><subfield code="0">(DE-588)4789127-0</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="655" ind1=" " ind2="7"><subfield code="8">1\p</subfield><subfield code="0">(DE-588)4113937-9</subfield><subfield code="a">Hochschulschrift</subfield><subfield code="2">gnd-content</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Unternehmen</subfield><subfield code="0">(DE-588)4061963-1</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="1"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="2"><subfield code="a">Beziehungsmarketing</subfield><subfield code="0">(DE-588)4789127-0</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-188</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Opresnik, Marc Oliver</subfield><subfield code="d">1969-</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)121167410</subfield><subfield code="4">aut</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">DNB Datenaustausch</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=018923807&sequence=000001&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 Passau</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=018923807&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:BVB01-018923807</subfield></datafield><datafield tag="883" ind1="1" ind2=" "><subfield code="8">1\p</subfield><subfield code="a">cgwrk</subfield><subfield code="d">20201028</subfield><subfield code="q">DE-101</subfield><subfield code="u">https://d-nb.info/provenance/plan#cgwrk</subfield></datafield></record></collection> |
| genre | 1\p (DE-588)4113937-9 Hochschulschrift gnd-content |
| genre_facet | Hochschulschrift |
| id | DE-604.BV036031747 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T22:09:47Z |
| institution | BVB |
| isbn | 9783800637225 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-018923807 |
| oclc_num | 666970911 |
| open_access_boolean | |
| owner | DE-355 DE-BY-UBR DE-20 DE-898 DE-BY-UBR DE-19 DE-BY-UBM DE-860 DE-2070s DE-858 DE-739 DE-1050 DE-1051 DE-12 DE-703 DE-634 DE-1102 DE-1046 DE-91 DE-BY-TUM DE-473 DE-BY-UBG DE-M347 DE-573 DE-29 DE-188 DE-92 DE-Eb1 |
| owner_facet | DE-355 DE-BY-UBR DE-20 DE-898 DE-BY-UBR DE-19 DE-BY-UBM DE-860 DE-2070s DE-858 DE-739 DE-1050 DE-1051 DE-12 DE-703 DE-634 DE-1102 DE-1046 DE-91 DE-BY-TUM DE-473 DE-BY-UBG DE-M347 DE-573 DE-29 DE-188 DE-92 DE-Eb1 |
| physical | XVI, 451 S. Ill., graph. Darst. |
| publishDate | 2010 |
| publishDateSearch | 2010 |
| publishDateSort | 2010 |
| publisher | Vahlen |
| record_format | marc |
| spelling | Hollensen, Svend Verfasser (DE-588)1044269421 aut Marketing a relationship perspective von Svend Hollensen und Marc Oliver Opresnik München Vahlen 2010 XVI, 451 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing (DE-588)4037589-4 gnd rswk-swf Unternehmen (DE-588)4061963-1 gnd rswk-swf Beziehungsmarketing (DE-588)4789127-0 gnd rswk-swf 1\p (DE-588)4113937-9 Hochschulschrift gnd-content Unternehmen (DE-588)4061963-1 s Marketing (DE-588)4037589-4 s Beziehungsmarketing (DE-588)4789127-0 s DE-188 Opresnik, Marc Oliver 1969- Verfasser (DE-588)121167410 aut DNB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018923807&sequence=000001&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=018923807&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Klappentext 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Hollensen, Svend Opresnik, Marc Oliver 1969- Marketing a relationship perspective Marketing (DE-588)4037589-4 gnd Unternehmen (DE-588)4061963-1 gnd Beziehungsmarketing (DE-588)4789127-0 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4061963-1 (DE-588)4789127-0 (DE-588)4113937-9 |
| title | Marketing a relationship perspective |
| title_auth | Marketing a relationship perspective |
| title_exact_search | Marketing a relationship perspective |
| title_full | Marketing a relationship perspective von Svend Hollensen und Marc Oliver Opresnik |
| title_fullStr | Marketing a relationship perspective von Svend Hollensen und Marc Oliver Opresnik |
| title_full_unstemmed | Marketing a relationship perspective von Svend Hollensen und Marc Oliver Opresnik |
| title_short | Marketing |
| title_sort | marketing a relationship perspective |
| title_sub | a relationship perspective |
| topic | Marketing (DE-588)4037589-4 gnd Unternehmen (DE-588)4061963-1 gnd Beziehungsmarketing (DE-588)4789127-0 gnd |
| topic_facet | Marketing Unternehmen Beziehungsmarketing Hochschulschrift |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018923807&sequence=000001&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=018923807&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT hollensensvend marketingarelationshipperspective AT opresnikmarcoliver marketingarelationshipperspective |