Marketing management: a contemporary perspective
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London ; Boston [u.a.]
McGraw-Hill Higher Education
[2013]
|
| Ausgabe: | Second edition |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Klappentext |
| Beschreibung: | Literaturangaben |
| Beschreibung: | xiv, 641 Seiten Illustrationen, Diagramme |
| ISBN: | 9780077146047 0077146042 |
Internformat
MARC
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| 100 | 1 | |a Homburg, Christian |d 1962- |e Verfasser |0 (DE-588)118190008 |4 aut | |
| 245 | 1 | 0 | |a Marketing management |b a contemporary perspective |c Christian Homburg, Sabine Kuester and Harley Krohmer |
| 250 | |a Second edition | ||
| 264 | 1 | |a London ; Boston [u.a.] |b McGraw-Hill Higher Education |c [2013] | |
| 264 | 4 | |c © 2013 | |
| 300 | |a xiv, 641 Seiten |b Illustrationen, Diagramme | ||
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| 500 | |a Literaturangaben | ||
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| 650 | 4 | |a Marketing |x Management | |
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Datensatz im Suchindex
| _version_ | 1828820626117230592 |
|---|---|
| adam_text |
Detailed Table of Contents
Preface
xiii
Case Study: Primark, Stylish and Cheap
62
Guided Tour
xvi
Case Study: Apple, the Architect of
Technology to Enhance Learning
the Digital Age
63
and Teaching
xviii
Key Terms
65
Acknowledgements
xxi
References
65
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: Everything Under
Control
-
Microsoft's Product
Life Cycle Policy
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
4
Formulation, Evaluation and Selection
of Marketing Strategies
67
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: Achieving Service
Excellence Cost-effectively
90
Key Terms
92
References
93
End of Part
1
Case Study
-
Tesla
Motors, Inc.: Silicon Valley is
Getting Started to E-
nable
Mobility
for the Masses
95
PART TWO The Marketing Mix
5
Product Decisions
107
5.1
Areas of Product Decisions
108
5.2
Defining the Product
108
5.3
Innovation Management
112
5.4
Management of Established
Products
132
5.5
Brand Management
139
Summary
152
Case Study: Lego's Turnaround
152
Key Terms
153
References
154
6
Pricing: Making Profitable Decisions
159
6.1
The Key Aspects of Determining
Prices in a Complex Setting
160
6.2
The Theoretical Foundations of
Pricing Decisions
164
Detailed Table of Contents
Continued
6.3
Understanding Customers, Costs
and Competition: Approaches
to Pricing
179
Summary
190
Case Study: Apple Revolutionizes
Media Consumption
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 Google
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: Woods Loses Endorsement
Deals as a Result of Marital Scandal
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: Lufthansa's Miles
&
More Program
314
Key Terms
316
References
316
End of Part
2
Case Study
-
Jägermeister:
Teaching an Old Brand
New Tricks
319
PART THREE Marketing in Specific Contexts
10
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
353
11.1
Marketing of Services:
What are Services?
354
11.2
Designing and Managing
Service Quality
358
Detailed Table of Contents
Continued
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: Cruise Lines Drop Prices
to Fill Cabins
397
Key Terms
398
References
399
12
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: P&G Enters Emerging
Markets
448
Key Terms
449
References
451
End of Part
3
Case Study
-
How Amazon Establishes a Global
Reach in E-Tailing
455
PART FOUR Marketing Implementation
1 3
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: Cross-Functional
Thinking at BMW
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: Chico's Comeback
505
Key Terms
507
References
507
15
Marketing and Sales Management
Control
509
15.1
Tasks and Roles of Marketing
and Sales Management
Control
510
15.2
Marketing and Sales Planning
511
15.3
Marketing and Sales Controls
514
15.4
Analytical Tools Used in
Marketing and Sales
Management Controlling
516
Summary
527
Case Study: Cost and Profitability
Accounting Tools/Activity-Based
Costing
527
Key Terms
529
References
529
1 6
Human Resource Management in
Marketing and Sales
531
16.1
Personnel Management in
Marketing and Sales
533
16.2
Personnel Supervision in
Marketing and Sales
549
Summary
552
Case Study: The War for Talents
has Begun
552
Key Terms
553
References
554
Detailed Table of Contents
Continued
17
Market Orientation
557
End of Part
4
Case Study
-
Nespresso:
17.1
Definitions of Market
How Market Orientation Helps Create
Orientation
558
and Protect an Iconic Brand
581
17.2
Market Orientation within
a Company
561
End of Part
4
Case Study
-
How IBM
Reinvented Itself
589
Summary
576
Key Terms
576
Appendix: Theories and Techniques
595
References
577
Index
620
Marketing Management: A
Contemporary
Perspective provides
α
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 edition includes
updated cases and 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. |
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| id | DE-604.BV040671489 |
| illustrated | Illustrated |
| indexdate | 2025-04-08T08:01:00Z |
| institution | BVB |
| isbn | 9780077146047 0077146042 |
| language | English |
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| spelling | Homburg, Christian 1962- Verfasser (DE-588)118190008 aut Marketing management a contemporary perspective Christian Homburg, Sabine Kuester and Harley Krohmer Second edition London ; Boston [u.a.] McGraw-Hill Higher Education [2013] © 2013 xiv, 641 Seiten Illustrationen, Diagramme 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 Vorangegangen ist 1. edition 2009 978-0-07-711724-5 (DE-604)BV035099331 Digitalisierung UB Passau - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025498044&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Passau - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025498044&sequence=000004&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_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 |
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