Marketing management:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Boston, Mass. ; Munich [u.a.]
Pearson
2016
|
| Ausgabe: | 15. ed., global ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Getr. Zählung ([832] S.) Ill., graph. Darst. 28 cm |
| ISBN: | 9781292092621 |
Internformat
MARC
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Datensatz im Suchindex
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| _version_ | 1824556139160797184 |
| adam_text | Contents
Preface 17
part 1 Understanding Marketing
Management 24
Chapter t Defining Marketing for the New
Realities 25
The Value of Marketing 25
Marketing Decision Making 25
Winning Marketing 26
The Scope of Marketing 27
What Is Marketing? 27
What Is Marketed? 27
Who Markets? 29
Core Marketing Concepts 31
Needs, Wants, and Demands 31
Target Markets, Positioning, and
Segmentation 31
Offerings and Brands 32
Marketing Channels 32
Paid, Owned, and Earned Media 32
Impressions and Engagement 32
Value and Satisfaction 33
Supply Chain 33
Competition 34
Marketing Environment 34
The New Marketing Realities 35
Technology 35
Globalization 36
Social Responsibility 36
MARKETING Getting to
Marketing 3.0 37
A Dramatically Changed Marketplace 38
New Consumer Capabilities 38
New Company Capabilities 39
Changing Channels 41
Heightened Competition 41
Marketing in Practice 41
Marketing Balance 41
MARKETING MEMO Reinventing Marketing
at Coca-Cola 42
Marketing Accountability 42
Marketing in the Organization 42
Company Orientation toward the
Marketplace 42
The Production Concept 42
The Product Concept 43
The Selling Concept 43
The Marketing Concept 43
The Holistic Marketing Concept 43
Updating the Four Ps 47
MARKETING Understanding the
4 As of Marketing 48
Marketing Management Tasks 49
Developing Marketing Strategies and
Plans 49
Capturing Marketing Insights 50
Connecting with Customers 50
Building Strong Brands 50
MARKETING MEMO Marketers’ Frequently
Asked Questions 50
Creating Value 51
Delivering Value 51
Communicating Value 51
Conducting Marketing Responsibly for
Long-Term Success 51
Summary 51
Applications 52
MARKETING EXCELLENCE Nike 52
MARKETING EXCELLENCE Google 54
Chapter 2 Developing Marketing Strategies
and Plans 57
Marketing and Customer Value 57
The Value Delivery Process 57
The Value Chain 58
Core Competencies 58
The Central Role of Strategic Planning 59
Corporate and Division Strategic Planning 60
MARKETING MEMO What Does It Take
to Be a Successful CMO? 61
Defining the Corporate Mission 61
Establishing Strategic Business Units 64
Assigning Resources to Each SBU 64
Assessing Growth Opportunities 64
Organization and Organizational Culture 68
Marketing Innovation 69
MARKETING Creating Innovative
Marketing 69
Business Unit Strategic Planning 70
The Business Mission 71
SWOT Analysis 71
MARKETING MEMO Checklist for Evaluating MARKETING MEMO Finding Gold at the
Strengths/Weaknesses Analysis 73 Bottom of the Pyramid 97
Goal Formulation 74
Strategic Formulation 74
Program Formulation and
Implementation 75
MARKETING Businesses Charting
a New Direction 76
Feedback and Control 77
The Nature and Contents of a Marketing
Plan 77
MARKETING MEMO Marketing Plan
Criteria 77
The Role of Research 78
The Role of Relationships 78
From Marketing Plan to Marketing
Action 79
Summary 79
Applications 80
MARKETING EXCELLENCE Electrolux 80
MARKETING EXCELLENCE Emirates 81
Sample Marketing Plan: Pegasus Sports
International 83
part 2 Capturing Marketing
Insights 88
Chapter 3 Collecting Information and
Forecasting Demand 89
Components of a Modern Marketing
Information System 89
Internal Records 91
The Order-to-Payment Cycle 91
Sales Information Systems 91
Databases, Data Warehousing, and Data
Mining 91
MARKETING Digging Into Big
Data 92
Marketing Intelligence 92
The Marketing Intelligence System 92
Collecting Marketing Intelligence on the
Internet 94
Communicating and Acting on Marketing
Intelligence 94
Analyzing the Macroenvironment 94
Needs and Trends 95
Identifying the Major Forces 95
The Demographic Environment 96
The Economic Environment 99
The Sociocultural Environment 100
The Natural Environment 101
MARKETING The Green Marketing
Revolution 103
The Technological Environment 104
The Political-Legal Environment 105
MARKETING Watching Out for Big
Brother 107
Forecasting and Demand Measurement 107
The Measures of Market Demand 108
A Vocabulary for Demand Measurement 109
Estimating Current Demand 111
Estimating Future Demand 113
Summary 115
Applications 116
MARKETING EXCELLENCE Microsoft 116
MARKETING EXCELLENCE Ferrero 117
Chapter 4 Conducting Marketing
Research 121
The Scope of Marketing Research 121
Importance of Marketing Insights 121
Who Does Marketing Research? 122
Overcoming Barriers to the Use of Marketing
Research 123
The Marketing Research Process 124
Step 1: Define the Problem, the Decision
Alternatives, and the Research
Objectives 124
Step 2: Develop the Research Plan 125
MARKETING MEMO Conducting Informative
Focus Groups 127
MARKETING MEMO Marketing
Questionnaire Dos And Don’ts 130
MARKETING Getting into the
Heads of Consumers 131
MARKETING Understanding Brain
Science 133
Step 3: Collect the Information 135
Step 4: Analyze the Information 135
Step 5: Present the Findings 135
MARKETING Bringing Marketing
Research to Life with Personas 136
8
Chapter 6 Analyzing Consumer Markets 179
Step 6: Make the Decision 136
Measuring Marketing Productivity 137
Marketing Metrics 137
MARKETING MEMO Measuring Social
Media ROI 139
Marketing-Mix Modeling 140
Marketing Dashboards 140
MARKETING MEMO Designing Effective
Marketi ng Dashboards 141
Summary 143
Applications 143
MARKETING EXCELLENCE IDEO 144
MARKETING EXCELLENCE Intuit 146
part 3 Connecting with
Customers 148
Chapter 5 Creating Long-Term Loyalty
Relationships 149
Building Customer Value, Satisfaction, and
Loyalty 149
Customer-Perceived Value 150
Total Customer Satisfaction 153
Monitoring Satisfaction 155
Product and Service Quality 156
MARKETING Net Promoter and
Customer Satisfaction 157
Maximizing Customer Lifetime Value 158
Customer Profitability 159
Measuring Customer Lifetime
Value 160
Attracting and Retaining Customers 160
MARKETING MEMO Calculating Customer
Lifetime Value 161
Building Loyalty 164
Brand Communities 165
Win-Backs 168
Cultivating Customer Relationships 168
Customer Relationship Management 168
MARKETING The Behavioral
Targeting Controversy 169
Summary 174
Applications 174
MARKETING EXCELLENCE Audi 175
MARKETING EXCELLENCE
Harley-Davidson 176
What Influences Consumer Behavior? 179
Cultural Factors 179
Social Factors 181
Personal Factors 183
MARKETING MEMO The Average U.S.
Consumer Quiz 184
Key Psychological Processes 187
Motivation 187
Perception 189
MARKETING MEMO The Power of Sensory
Marketing 189
Learning 191
Emotions 192
Memory 193
The Buying Decision Process: The Five-Stage
Model 194
Problem Recognition 195
Information Search 196
Evaluation of Alternatives 197
Purchase Decision 198
Postpurchase Behavior 200
Moderating Effects on Consumer Decision
Making 202
Behavioral Decision Theory and Behavioral
Economics 202
Decision Heuristics 203
Framing 204
Summary 205
Applications 205
MARKETING EXCELLENCE Disney 206
MARKETING EXCELLENCE IKEA 207
Chapter 7 Analyzing Business Markets 211
What is Organizational Buying? 211
The Business Market versus the Consumer
Market 211
Buying Situations 214
Participants in the Business Buying
Process 215
The Buying Center 216
Buying Center Influences 216
Targeting Firms and Buying Centers 217
MARKETING Big Sales to Small
Businesses 218
The Purchasing/Procurement Process 219
Stages in the Buying Process 220
Problem Recognition 220
General Need Description and Product
Specification 221
Supplier Search 221
Proposal Solicitation 223
Supplier Selection 223
MARKETING MEMO Developing Compelling
Customer Value Propositions 224
Order-Routine Specification 226
Performance Review 226
Developing Effective Business-to-Business
Marketing Programs 226
Communication and Branding Activities 226
Systems Buying and Selling 228
MARKETING MEMO Spreading the Word
with Customer Reference Programs 229
Role of Services 229
Managing Business-to-Business Customer
Relationships 230
The Benefits of Vertical Coordination 230
MARKETING Establishing
Corporate Trust, Credibility, and
Reputation 231
Risks and Opportunism in Business
Relationships 231
Institutional and Government Markets 233
Summary 234
Applications 235
MARKETING EXCELLENCE Accenture 235
MARKETING EXCELLENCE GE 236
Chapter 8 Tapping into Global Markets 239
Competing on a Global Basis 239
Deciding Whether to Go Abroad 241
Deciding Which Markets to Enter 242
How Many Markets to Enter 242
Evaluating Potential Markets 243
Succeeding in Developing
Markets 243
Deciding How to Enter the Market 248
Indirect and Direct Export 249
Licensing 249
Joint Ventures 250
Direct Investment 250
Acquisition 250
Deciding on the Marketing Program 251
Global Similarities and Differences 252
Marketing Adaptation 253
Global Product Strategies 254
Global Communication Strategies 257
Global Pricing Strategies 257
Global Distribution Strategies 259
Country-of-Origin Effects 260
Building Country Images 260
Consumer Perceptions of Country of
Origin 261
Summary 262
Applications 263
MARKETING EXCELLENCE Twitter 263
MARKETING EXCELLENCE L’Oréal 264
part 4 Building Strong
Brands 266
Chapter 9 Identifying Market Segments and
Targets 267
Bases for Segmenting Consumer
Markets 268
Geographic Segmentation 268
Demographic Segmentation 271
Psychographic Segmentation 280
Behavioral Segmentation 281
How Should Business Markets Be
Segmented? 283
Market Targeting 284
Effective Segmentation Criteria 285
Evaluating and Selecting the Market
Segments 286
MARKETING «.··· . Chasing the Long
Tail 289
MARKETING MEMO Protecting Kids
Online 291
Summary 291
Applications 292
MARKETING EXCELLENCE HSBC 292
MARKETING EXCELLENCE BMW 294
Chapter 10 Crafting the Brand Positioning 297
Developing a Brand Positioning 297
Understanding Positioning and Value
Propositions 297
Choosing a Competitive Frame of
Reference 298
Identifying Potential Points-of-Difference
and Points-of-Parity 300
10
Choosing Specific POPs and PODs 304
Brand Mantras 307
Establishing a Brand Positioning 309
MARKETING MEMO Constructing a Brand
Positioning Bull’s-eye 309
Alternative Approaches to Positioning 313
Brand Narratives and Storytelling 313
Cultural Branding 314
Positioning and Branding for A Small
Business 314
Summary 317
Applications 317
MARKETING EXCELLENCE
Nespresso 318
MARKETING EXCELLENCE
Philips 319
Chapter 11 Creating Brand Equity 321
How Does Branding Work? 321
The Role of Brands 322
The Scope of Branding 323
Defining Brand Equity 324
Brand Equity Models 326
MARKETING Brand Bubble
Trouble 328
Building Brand Equity 331
MARKETING MEMO The Marketing Magic of
Characters 332
Designing Holistic Marketing Activities 332
Leveraging Secondary Associations 334
Internal Branding 336
Measuring Brand Equity 337
MARKETING The Brand Value
Chain 337
MARKETING What Is a Brand
Worth? 339
Managing Brand Equity 340
Brand Reinforcement 340
Brand Revitalization 341
Devising a Branding Strategy 343
Branding Decisions 344
Brand Portfolios 345
Brand Extensions 347
Customer Equity 350
MARKETING MEMO Twenty-First-Century
Branding 351
Summary 352
Applications 352
MARKETING EXCELLENCE McDonald’s 353
MARKETING EXCELLENCE
Procter Gamble 354
Chapter 12 Addressing Competition and
Driving Growth 357
Growth 357
Growth Strategies 357
Growing the Core 358
Competitive Strategies for Market
Leaders 359
Expanding Total Market Demand 360
Protecting Market Share 361
Increasing Market Share 363
Other Competitive Strategies 364
Market-Challenger Strategies 364
Market-Follower Strategies 366
MARKETING The Costs and
Benefits of Fast Fashion 367
Market-Nicher Strategies 368
MARKETING MEMO Niche Specialist
Roles 370
Product Life-Cycle Marketing Strategies 370
Product Life Cycles 370
Style, Fashion, and Fad Life Cycles 371
Marketing Strategies: Introduction Stage and
the Pioneer Advantage 373
MARKETING Understanding
Double Jeopardy 374
Marketing Strategies: Growth Stage 375
Marketing Strategies: Maturity Stage 376
Marketing Strategies: Decline Stage 377
MARKETING MEMO Managing a Marketing
Crisis 378
Evidence for the Product Life-Cycle
Concept 380
Critique of the Product Life-Cycle
Concept 381
Market Evolution 381
Marketing in a Slow-Growth Economy 381
Explore the Upside of Increasing
Investment 381
Get Closer to Customers 382
Review Budget Allocations 382
Put Forth the Most Compelling Value
Proposition 382
Fine-Tune Brand and Product Offerings 383
Summary 384 MARKETING EXCELLENCE
Applications 384 Nivea 416
MARKETING EXCELLENCE MARKETING EXCELLENCE
Samsung 385 Toyota 418
MARKETING EXCELLENCE SABIC 386 ____________________________
_____________________________Chapter 14 Designing and Managing
PART 5 Creating Value 388 Services 421
Chapter 13 Setting Product Strategy 389
Product Characteristics and
Classifications 389
Product Levels: The Customer-Value
Hierarchy 389
Product Classifications 391
Differentiation 392
Product Differentiation 393
Services Differentiation 394
Design 396
Design Leaders 396
Power of Design 397
Approaches to Design 397
Luxury Products 398
Characterizing Luxury Brands 398
Growing Luxury Brands 398
Marketing Luxury Brands 399
Environmental Issues 400
MARKETING MEMO A Sip or A Gulp.
Environmental Concerns in the Water
Industry 401
Product and Brand Relationships 401
The Product Hierarchy 402
Product Systems and Mixes 402
Product Line Analysis 403
Product Line Length 404
MARKETING When Less Is
More 405
Product Mix Pricing 408
Co-Branding and Ingredient
Branding 409
MARKETING MEMO Product-Bundle Pricing
Considerations 410
Packaging, Labeling, Warranties, and
Guarantees 412
Packaging 412
Labeling 414
Warranties and Guarantees 415
Summary 415
Applications 416
The Nature of Services 421
Service Industries Are Everywhere 421
Categories of Service Mix 422
Distinctive Characteristics of Services 424
The New Services Realities 428
A Shifting Customer Relationship 428
MARKETING MEMO Lights! Cameras!
Customer Service Disasters! 430
Achieving Excellence In Services
Marketing 431
Marketing Excellence 431
Technology and Service
Delivery 432
Best Practices of Top Service
Companies 433
Differentiating Services 435
MARKETING Improving Company
Call Centers 436
Managing Service Quality 439
Managing Customer Expectations 440
MARKETING MEMO Recommendations for
Improving Service Quality 441
Incorporating Self-Service Technologies
(SSTS) 443
Managing Product-Support Services 444
Identifying and Satisfying Customer
Needs 444
Postsale Service Strategy 445
Summary 445
Applications 446
MARKETING EXCELLENCE
Club Med 446
MARKETING EXCELLENCE
Parkway Group Hotels 448
Chapter 15 Introducing New Market
Offerings 451
New-Product Options 451
Make or Buy 451
Types of New Products 452
12
Challenges in New-Product
Development 453
The Innovation Imperative 454
New-Product Success 454
New-Product Failure 455
Organizational Arrangements 456
Budgeting for New-Product Development 456
Organizing New-Product Development 457
Managing the Development Process: Ideas 460
Generating Ideas 460
MARKETING MEMO Ten Ways to Find Great
New-Product Ideas 460
MARKETING P G S Connect +
Develop Approach to Innovation 461
MARKETING MEMO Seven Ways to Draw
New Ideas from Your Customers 462
MARKETING MEMO How to Run a
Successful Brainstorming Session 464
Using Idea Screening 465
Managing the Development Process: Concept
to Strategy 467
Concept Development and Testing 467
Marketing Strategy Development 470
Business Analysis 470
Managing the Development Process:
Development to Commercialization 472
Product Development 472
Market Testing 473
Commercialization 475
The Consumer-Adoption Process 476
Stages in the Adoption Process 476
Factors Influencing the Adoption
Process 476
Summary 478
Applications 479
MARKETING EXCELLENCE Apple 479
MARKETING EXCELLENCE
Salesforce.com 481
Chapter 16 Developing Pricing Strategies
and Programs 483
Understanding Pricing 483
Pricing in a Digital World 484
A Changing Pricing Environment 484
MARKETING Giving It All Away 485
How Companies Price 486
Consumer Psychology and Pricing 487
Setting the Price 489
Step 1 : Selecting the Pricing Objective 489
MARKETING Trading Up, Down,
and Over 490
Step 2: Determining Demand 492
Step 3: Estimating Costs 494
MARKETING MEMO How to Cut Costs 496
Step 4: Analyzing Competitors’ Costs, Prices,
and Offers 496
Step 5: Selecting a Pricing Method 497
Step 6: Selecting the Final Price 502
MARKETING Stealth Price
Increases 503
Adapting the Price 504
Geographical Pricing (Cash, Countertrade,
Barter) 504
Price Discounts and Allowances 504
Promotional Pricing 505
Differentiated Pricing 506
Initiating and Responding to Price
Changes 507
Initiating Price Cuts 507
Initiating Price Increases 508
Anticipating Competitive Responses 508
Responding to Competitors’ Price
Changes 509
Summary 510
Applications 510
MARKETING EXCELLENCE eBay 511
MARKETING EXCELLENCE
Air Arabia 512
part 6 Delivering Value 514
Chapter 17 Designing and Managing Integrated
Marketing Channels 515
Marketing Channels and Value
Networks 516
The Importance of Channels 516
Multichannel Marketing 516
Integrating Multichannel Marketing
Systems 517
Value Networks 519
The Digital Channels Revolution 520
The Role of Marketing Channels 521
Channel Functions and Flows 522
Channel Levels 523
Service Sector Channels 524
13
Channel-Design Decisions 525
Analyzing Customer Needs and Wants 525
MARKETING Understanding the
Showrooming Phenomena 525
Establishing Objectives and Constraints 526
Identifying Major Channel Alternatives 527
Evaluating Major Channel
Alternatives 529
Channel-Management Decisions 530
Selecting Channel Members 530
Training and Motivating Channel
Members 530
Evaluating Channel Members 531
Modifying Channel Design and
Arrangements 532
Channel Modification Decisions 532
Global Channel Considerations 532
Channel Integration and Systems 534
Vertical Marketing Systems 534
Horizontal Marketing Systems 536
E-Commerce Marketing Practices 536
Pure-Click Companies 536
Brick-and-Click Companies 537
M-Commerce Marketing Practices 538
Changes in Customer and Company
Behavior 539
M-Commerce Marketing Practices 539
Privacy 540
Conflict, Cooperation, and Competition 540
Types of Conflict and Competition 541
Causes of Channel Conflict 541
Managing Channel Conflict 541
Dilution and Cannibalization 543
Legal and Ethical Issues in Channel
Relations 543
Summary 543
Applications 544
MARKETING EXCELLENCE
Amazon.com 544
MARKETING EXCELLENCE Tesco 546
ter 18 Managing Retailing,Wholesaling,
and Logistics 549
Retailing 549
Types of Retailers 550
MARKETING MEMO Innovative Retail
Organizations 551
The Modern Retail Marketing
Environment 554
MARKETING The Growth of
Shopper Marketing 556
Marketing Decisions 557
MARKETING MEMO Helping Stores to Sell 562
Private Labels 563
Role of Private Labels 564
Private-Label Success Factors 564
MARKETING Manufacturer’s
Response to the Private-Label
Threat 565
Wholesaling 565
Trends in Wholesaling 567
Market Logistics 567
Integrated Logistics Systems 568
Market-Logistics Objectives 569
Market-Logistics Decisions 570
Summary 573
Applications 574
MARKETING EXCELLENCE Zara 574
MARKETING EXCELLENCE Best Buy 576
part 7 Communicating Value 578
Chapter 19 Designing and Managing
Integrated Marketing
Communications 579
The Role of Marketing Communications 580
The Changing Marketing Communications
Environment 580
MARKETING - Don’t Touch That
Remote 580
Marketing Communications Mix 581
How Do Marketing Communications
Work? 583
The Communications Process Models 584
Developing Effective Communications 586
Identify the Target Audience 586
Set the Communications Objectives 587
Design the Communications 587
Select the Communications
Channels 590
MARKETING MEMO Celebrity
Endorsements as a Message
Strategy 591
MARKETING Playing Tricks to
Build a Brand 593
Establish the Total Marketing
Communications Budget 594
Selecting the Marketing Communications
Mix 595
Characteristics of the Marketing
Communications Mix 596
Factors in Setting the Marketing
Communications Mix 597
Measuring Communication Results 599
Managing the Integrated Marketing
Communications Process 599
Coordinating Media 601
Implementing IMC 601
MARKETING MEMO How Integrated Is Your
IMC Program? 601
Summary 602
Applications 603
MARKETING EXCELLENCE Red Bull 603
MARKETING EXCELLENCE L’Oreal 604
Chapter 20 Managing Mass Communications:
Advertising, Sales Promotions,
Events and Experiences, and Public
Relations 607
Developing and Managing an Advertising
Program 608
Setting the Advertising Objectives 609
Deciding on the Advertising Budget 609
Developing the Advertising
Campaign 610
MARKETING MEMO Print Ad Evaluation
Criteria 612
MARKETING Off-Air Ad Battles 614
Choosing Media 615
MARKETING Playing Games with
Brands 618
MARKETING MEMO Winning The Super
Bowl of Advertising 619
Evaluating Advertising Effectiveness 621
Sales Promotion 622
Advertising Versus Promotion 622
Major Decisions 623
Events and Experiences 626
Events Objectives 626
Major Sponsorship Decisions 627
MARKETING MEMO Measuring
High-Performance Sponsorship
Programs 628
Creating Experiences 628
Public Relations 629
Marketing Public Relations 629
Major Decisions in Marketing PR 630
Summary 631
Applications 632
MARKETING EXCELLENCE
Evian 632
MARKETING EXCELLENCE Gillette 634
Chapter 21 Managing Digital Communications:
Online, Social Media, and
Mobile 637
Online Marketing 637
Advantages and Disadvantages of Online
Marketing Communications 638
Online Marketing Communication
Options 639
MARKETING MEMO Howto Maximize the
Marketing Value of E-mails 642
Social Media 642
Social Media Platforms 643
Using Social Media 644
Word of Mouth 645
Forms of Word of Mouth 646
Creating Word-of-Mouth Buzz 646
MARKETING MEMO How to Start a Buzz
Fire 648
MARKETING Tracking Online
Buzz 649
Measuring the Effects of Word of
Mouth 650
Mobile Marketing 650
The Scope of Mobile Marketing 650
Developing Effective Mobile Marketing
Programs 651
Mobile Marketing across Markets 651
Summary 652
Applications 653
MARKETING EXCELLENCE
Facebook 653
MARKETING EXCELLENCE Unilever
(Axe and Dove) 654
15
Chapter 22 Managing Personal Communications:
Direct and Database Marketing and
Personal Selling 657
Direct Marketing 657
The Benefits of Direct Marketing 658
Direct Mail 659
Catalog Marketing 660
Telemarketing 660
Other Media for Direct-Response
Marketing 661
Public and Ethical Issues in Direct
Marketing 661
Customer Databases and Database
Marketing 662
Customer Databases 662
Data Warehouses and Data Mining 662
The Downside of Database Marketing 664
Designing the Sales Force 664
Sales Force Objectives and Strategy 666
Sales Force Structure 667
MARKETING Major Account
Management 668
Sales Force Size 668
Sales Force Compensation 668
Managing the Sales Force 669
Recruiting and Selecting
Representatives 669
Training and Supervising Sales
Representatives 669
Sales Rep Productivity 670
Motivating Sales Representatives 670
Evaluating Sales Representatives 671
Principles of Personal Selling 673
The Six Steps 673
Relationship Marketing 674
Summary 675
Applications 675
MARKETING EXCELLENCE Progressive 676
MARKETING EXCELLENCE Victoria’s
Secret 677
part 8 Conducting Marketing
Responsibly for Long-term
Success 678
rhaoter 23 Managing a Holistic Marketing
Organization for the Long Run 679
Trends in Marketing Practices 679
Internal Marketing 680
MARKETING MEMO Characteristics of
Company Departments That Are Truly
Customer Driven 681
Organizing the Marketing Department 682
Relationships with Other Departments 684
Building a Creative Marketing
Organization 684
MARKETING The Marketing CEO 685
Socially Responsible Marketing 685
Corporate Social Responsibility 686
MARKETING The Rise of
Organic 689
Socially Responsible Business
Models 690
Cause-Related Marketing 690
MARKETING MEMO Making a Difference:
Top 10 Tips for Cause Branding 693
Social Marketing 694
Marketing Implementation and Control 697
Marketing Implementation 697
Marketing Control 697
The Future of Marketing 702
MARKETING MEMO Major Marketing
Weaknesses 703
Summary 705
Applications 705
MARKETING EXCELLENCE
Starbucks 706
MARKETING EXCELLENCE Virgin
Group 707
Appendix Tools for Marketing Control 709
Appendix: Sonic Marketing Plan
and Exercises A1
Endnotes E1
Glossary G1
Name Index 11
Company, Brand, and
Organization Index I5
Subject Index 118
16
|
| any_adam_object | 1 |
| author | Kotler, Philip 1931- Keller, Kevin Lane 1956- |
| author_GND | (DE-588)121409600 (DE-588)132842920 |
| author_facet | Kotler, Philip 1931- Keller, Kevin Lane 1956- |
| author_role | aut aut |
| author_sort | Kotler, Philip 1931- |
| author_variant | p k pk k l k kl klk |
| building | Verbundindex |
| bvnumber | BV042589067 |
| 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 |
| classification_tum | WIR 810f |
| ctrlnum | (OCoLC)910920734 (DE-599)BVBBV042589067 |
| 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 | 15. ed., global ed. |
| format | Book |
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| genre_facet | Einführung Lehrbuch Konferenzschrift |
| id | DE-604.BV042589067 |
| illustrated | Illustrated |
| indexdate | 2025-02-20T07:18:48Z |
| institution | BVB |
| isbn | 9781292092621 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-028022330 |
| oclc_num | 910920734 |
| open_access_boolean | |
| owner | DE-573 DE-M347 DE-2070s DE-1050 DE-355 DE-BY-UBR DE-526 DE-91 DE-BY-TUM DE-20 DE-863 DE-BY-FWS DE-898 DE-BY-UBR DE-1049 DE-19 DE-BY-UBM DE-92 DE-11 DE-83 DE-188 |
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| physical | Getr. Zählung ([832] S.) Ill., graph. Darst. 28 cm |
| publishDate | 2016 |
| publishDateSearch | 2016 |
| publishDateSort | 2016 |
| publisher | Pearson |
| record_format | marc |
| spellingShingle | Kotler, Philip 1931- Keller, Kevin Lane 1956- Marketing management Marketing Marketing / Management Marketing Management Marktanalyse (DE-588)4037624-2 gnd Management (DE-588)4037278-9 gnd Marketing (DE-588)4037589-4 gnd Marktforschung (DE-588)4037630-8 gnd CD-ROM (DE-588)4139307-7 gnd Marketingmanagement (DE-588)4168907-0 gnd Marketing-Mix (DE-588)4168908-2 gnd |
| subject_GND | (DE-588)4037624-2 (DE-588)4037278-9 (DE-588)4037589-4 (DE-588)4037630-8 (DE-588)4139307-7 (DE-588)4168907-0 (DE-588)4168908-2 (DE-588)4151278-9 (DE-588)4123623-3 (DE-588)1071861417 |
| title | Marketing management |
| title_auth | Marketing management |
| title_exact_search | Marketing management |
| title_full | Marketing management Philip Kotler ; Kevin Lane Keller |
| title_fullStr | Marketing management Philip Kotler ; Kevin Lane Keller |
| title_full_unstemmed | Marketing management Philip Kotler ; Kevin Lane Keller |
| title_short | Marketing management |
| title_sort | marketing management |
| topic | Marketing Marketing / Management Marketing Management Marktanalyse (DE-588)4037624-2 gnd Management (DE-588)4037278-9 gnd Marketing (DE-588)4037589-4 gnd Marktforschung (DE-588)4037630-8 gnd CD-ROM (DE-588)4139307-7 gnd Marketingmanagement (DE-588)4168907-0 gnd Marketing-Mix (DE-588)4168908-2 gnd |
| topic_facet | Marketing Marketing / Management Marketing Management Marktanalyse Management Marktforschung CD-ROM Marketingmanagement Marketing-Mix Einführung Lehrbuch Konferenzschrift |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028022330&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT kotlerphilip marketingmanagement AT kellerkevinlane marketingmanagement |
Inhaltsverzeichnis
THWS Würzburg Zentralbibliothek Lesesaal
| Signatur: |
1000 QP 600 K87 M3(15) |
|---|---|
| Exemplar 1 | nicht ausleihbar Verfügbar Bestellen |
THWS Würzburg Zentralbibliothek Lesesaal
| Signatur: |
1000 QP 600 K87 M3(15) |
|---|---|
| Exemplar 1 | ausleihbar Verfügbar Bestellen |