Grundlagen Marketing: [mit CD-ROM]
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | German |
| Veröffentlicht: |
Berlin
Cornelsen
2010
|
| Ausgabe: | 1. Aufl. |
| Schriftenreihe: | Crashkurs!
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | 109 S. 24 cm CD-ROM (12 cm) |
| ISBN: | 9783589237913 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804143350534635520 |
|---|---|
| adam_text | IMAGE 1
INHALT
1 WIE MAN IM MARKETING DENKT UND HANDELT
---------------------------------------------------------------------------
8
1.1 VIER PRAKTISCHE PERSPEKTIVEN IM MARKETING ---------------------- 8
1.2 SCHLUESSELBEGRIFFE DES MARKETINGS
------------------------------------ 9
1.3 BASISKENNZAHLEN FUER DAS MARKETING ---------------------------------
14
1.4 WIE WIR ZU DEN MARKT- UND KUNDENDATEN KOMMEN: MARKTFORSCHUNG
----------------------------------------------
16
2 DER MARKETINGBEZUGSRAHMEN: MARKETINGSCHIRM
-----------------------------------------------------
19
2.1 WARUM MARKETING WICHTIG IST
------------------------------------------ 19
2.2 WARUM EIN BEZUGSRAHMEN WICHTIG IST ODER DIE SICHT DER DINGE UNTER
EINEM SCHIRM ! -----------------------
20
3 DAS MARKETINGKONZEPT ---------------------------------------- 23 3.1
DIE PERSPEKTIVE
-------------------------------------------------------------- 23
3.2 DIE KONZEPTBILDUNG
------------------------------------------------------- 24
3.3 STRATEGISCHE AUSGANGSBEDINGUNGEN: SITUATIONSANALYSE
----------------------------------------------------------
26
3.4 MARKETINGZIELE
-------------------------------------------------------------- 32
3.5 MARKETINGSTRATEGIE
-------------------------------------------------------- 35
3.6 PLANUNG DER STRATEGISCHEN GESCHAEFTSEINHEIT (SGE) ------------ 44
3.7 PLANUNG DES MARKETINGMIX
--------------------------------------------- 48
3.8 IMPLEMENTIERUNG/REALISIERUNG --------------------------------------
51
3.9 MARKETINGKONTROLLE
-------------------------------------------------------- 54
3.10 MARKETINGZYKLUS
------------------------------------------------------------ 56
IMAGE 2
4 DIE ENTDECKUNG DES KUNDEN IM MARKETING
---------------------------------------------------------------------
58
4.1 ZUR NEUINTERPRETATION DES MARKETINGS ---------------------------- 58
4.2 VOM MARKETING ZUM CR-MARKETING ---------------------------------- 58
4.3 HAUPTMERKMALE DES CR-MARKETINGS -------------------------------- 62
5 DIE INSTRUMENTALBEREICHE DES KLASSISCHEN MARKETINGS (VIER PS)
---------------------------------
65
5.1 MARKTSEGMENTIERUNG UND POSITIONIERUNG ----------------------- 65
5.2 MARKETINGMIX
--------------------------------------------------------------- 67
5.3 PRODUKTPOLITIK
--------------------------------------------------------------- 69
5.4 PREIS- UND KONDITIONENPOLITIK
----------------------------------------- 74
5.5 KOMMUNIKATIONSPOLITIK
------------------------------------------------- 79
5.6 DISTRIBUTIONSPOLITIK/VERTRIEBSPOLITIK ------------------------------
84
6 DIE DREI NEUEN PS DES MARKETINGS ---------------- 87 6.1 BEGRUENDUNG
DER DREI NEUEN PS ---------------------------------------- 87
6.2 PERSONALPOLITIK - MITARBEITERORIENTIERUNG ----------------------- 89
6.3 PROZESSPOLITIK - PROZESSMANAGEMENT ------------------------------ 90
6.4 AUSSTATTUNGSPOLITIK - SERVICE DESIGN -------------------------------
91
7 INTERNETMARKETING ------------------------------------------------- 92
7.1 GESCHAEFTSMODELLE DES INTERNETMARKETINGS ----------------------- 92
7.2 WAS IST INTERNETMARKETING?
-------------------------------------------- 92
7.3 INTERNETMARKETING IM E-BUSINESS ------------------------------------
93
LOESUNGEN ZU DEN UEBUNGEN
------------------------------------------------------- 97
LITERATUR- UND QUELLENVERZEICHNIS
-------------------------------------------- 105
STICHWORTVERZEICHNIS
--------------------------------------------------------------- 108
DER AUTOR
--------------------------------------------------------------------------------
110
|
| any_adam_object | 1 |
| author | Zollondz, Hans-Dieter |
| author_GND | (DE-588)128387033 |
| author_facet | Zollondz, Hans-Dieter |
| author_role | aut |
| author_sort | Zollondz, Hans-Dieter |
| author_variant | h d z hdz |
| building | Verbundindex |
| bvnumber | BV036707710 |
| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)669171998 (DE-599)DNB1006646159 |
| 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 |
| edition | 1. Aufl. |
| format | Book |
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| id | DE-604.BV036707710 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-09T22:46:16Z |
| institution | BVB |
| isbn | 9783589237913 |
| language | German |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-020625871 |
| oclc_num | 669171998 |
| open_access_boolean | |
| owner | DE-859 DE-M347 DE-1046 |
| owner_facet | DE-859 DE-M347 DE-1046 |
| physical | 109 S. 24 cm CD-ROM (12 cm) |
| publishDate | 2010 |
| publishDateSearch | 2010 |
| publishDateSort | 2010 |
| publisher | Cornelsen |
| record_format | marc |
| series2 | Crashkurs! |
| spelling | Zollondz, Hans-Dieter Verfasser (DE-588)128387033 aut Grundlagen Marketing [mit CD-ROM] Hans-Dieter Zollondz 1. Aufl. Berlin Cornelsen 2010 109 S. 24 cm CD-ROM (12 cm) txt rdacontent n rdamedia nc rdacarrier Crashkurs! Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s DE-604 SWB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020625871&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Zollondz, Hans-Dieter Grundlagen Marketing [mit CD-ROM] Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4037589-4 |
| title | Grundlagen Marketing [mit CD-ROM] |
| title_auth | Grundlagen Marketing [mit CD-ROM] |
| title_exact_search | Grundlagen Marketing [mit CD-ROM] |
| title_full | Grundlagen Marketing [mit CD-ROM] Hans-Dieter Zollondz |
| title_fullStr | Grundlagen Marketing [mit CD-ROM] Hans-Dieter Zollondz |
| title_full_unstemmed | Grundlagen Marketing [mit CD-ROM] Hans-Dieter Zollondz |
| title_short | Grundlagen Marketing |
| title_sort | grundlagen marketing mit cd rom |
| title_sub | [mit CD-ROM] |
| topic | Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020625871&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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