Marketing: a relationship perspective
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | German |
| Veröffentlicht: |
München
Verlag Franz Vahlen
[2015]
|
| Ausgabe: | Second edition |
| Schlagworte: | |
| Online-Zugang: | TUM01 |
| Beschreibung: | Online resource; title from PDF title page (Ebsco, viewed June 25 2015) |
| Beschreibung: | 1 online resource illustrations (some color) |
| ISBN: | 9783800649297 3800649292 9783800648702 3800648709 |
Internformat
MARC
| LEADER | 00000nmm a2200000zc 4500 | ||
|---|---|---|---|
| 001 | BV044359450 | ||
| 003 | DE-604 | ||
| 005 | 20180306 | ||
| 007 | cr|uuu---uuuuu | ||
| 008 | 170620s2015 |||| o||u| ||||||ger d | ||
| 020 | |a 9783800649297 |9 978-3-8006-4929-7 | ||
| 020 | |a 3800649292 |9 3-8006-4929-2 | ||
| 020 | |a 9783800648702 |9 978-3-8006-4870-2 | ||
| 020 | |a 3800648709 |9 3-8006-4870-9 | ||
| 035 | |a (ZDB-4-NLEBK)ocn911492397 | ||
| 035 | |a (OCoLC)911492397 | ||
| 035 | |a (DE-599)BVBBV044359450 | ||
| 040 | |a DE-604 |b ger |e rda | ||
| 041 | 0 | |a ger | |
| 049 | |a DE-91 | ||
| 082 | 0 | |a 658.8 |2 23 | |
| 084 | |a QP 600 |0 (DE-625)141905: |2 rvk | ||
| 084 | |a QP 620 |0 (DE-625)141911: |2 rvk | ||
| 100 | 1 | |a Hollensen, Svend |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Marketing |b a relationship perspective |c by Prof. Svend Hollensen, Ph.D., Prof. Marc Oliver Opresnik, Ph.D. |
| 250 | |a Second edition | ||
| 264 | 1 | |a München |b Verlag Franz Vahlen |c [2015] | |
| 264 | 4 | |c © 2015 | |
| 300 | |a 1 online resource |b illustrations (some color) | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b c |2 rdamedia | ||
| 338 | |b cr |2 rdacarrier | ||
| 500 | |a Online resource; title from PDF title page (Ebsco, viewed June 25 2015) | ||
| 505 | 8 | |a Cover; To content / To the authors; Title; Preface to the Second Edition; Brief contents; Detailed contents; 1. Fundamentals of Relationship Marketing; 1.1 The Evolution of Relationship Marketing; 1.2 Definition of Relationship Marketing; 1.3 Relationship Economics; 1.4 Relationship Drivers; 1.5 Relationship Marketing as an Integrative Management Approach; 1.6 Fundamentals of Marketing Planning; Summary; 2. Situational Analysis in the Marketing Planning Process; 2.1 Marketing Research; 2.1.1 Introduction; 2.1.2 Linking Marketing Research to the Decision-Making Process | |
| 505 | 8 | |a 2.1.3 Secondary Research2.1.4 Primary Research; 2.1.5 Online (Internet) Primary Research Methods; 2.1.6 Other Types of Market Research; 2.1.7 Setting up a Marketing Information System (MIS); 2.1.8 Marketing Research based on Web 2.0; 2.2 Assessing the Internal Marketing Situation; 2.2.1 Internal Relationships; 2.2.2 Market Orientation View (MOV); 2.2.3 Resource Based View (RBV); 2.2.4 Major Sources of Competitive Advantage; 2.3 Assessing the External Marketing Situation; 2.3.1 PEST Analysis; 2.3.2 External Relationships to Stakeholders in the Value Net; 2.3.2.1. Relationships with Suppliers | |
| 505 | 8 | |a 2.3.2.2. Relationships with Customers2.3.2.3. Relationships with Partners/Complementors; 2.3.2.4. Relationships with Competitors; 2.3.2.5. Other External Relationships; 2.4 Analyzing Buying Behaviour on the B2C Market; 2.5 Analyzing Buying Behaviour on the B2B Market; 2.6 Comparing B2B and B2C Markets; 2.7 SWOT Analysis; 2.7.1 Elements of a SWOT Analysis; 2.7.2 Matching and Converging in the SWOT Matrix; 2.7.3 Application of the SWOT Analysis; 2.7.4 Required Analysis; 2.7.5 Benefits and Barriers for Conducting a SWOT Analysis; 2.7.6 Multilevel SWOT Analysis; Summary | |
| 505 | 8 | |a 3. Strategy Formulation in the Marketing Planning Process3.1 Strategic Marketing Planning; 3.1.1 Vision and Mission Statement; 3.1.2 Strategic Objectives; 3.1.3 Estimation of the Planning Gap and Problem Diagnosis; 3.1.4 The Search for Strategy Alternatives for Closing Planning Gap; 3.1.5 Ansoff's Generic Strategies for Growth; 3.1.6 Porter's Three Generic Strategies; 3.1.7 The BCG Portfolio Matrix Model; 3.1.8 The GE-Matrix Multifactor Portfolio Matrix; 3.1.9 A New Product Portfolio Approach; 3.1.10 Strategy Evaluation and Selection; 3.1.11 Estimating Financial Consequences | |
| 505 | 8 | |a 3.2 Market Segmentation, Targeting and Positioning3.2.1 The Benefits and Underlying Premises of Market Segmentation; 3.2.2 The Segmentation, Targeting and Positioning Approach; 3.2.3 Segmenting Consumer Markets (B2C); 3.2.4 Segmenting the Business Markets (B2B); 3.2.5 Segmenting International Markets and Countries; 3.2.6 Target Marketing; 3.2.7 Positioning Strategy; 3.2.8 Difficulties of Implementing Segmentation in the Organisation; Summary; 4. Marketing Mix in the Marketing Planning Process; 4.1 Product and Service Decisions; 4.1.1 Different Product Levels | |
| 505 | 8 | |a Das Marketing-Lehrbuch in englischer Sprache, zugeschnitten auf den europäischen Markt. Mit zahlreichen Übungsaufgaben, Vertiefungsfragen, Praxisbeispielen und Fallstudien: "Marketing - A Relationship Perspective" is back for a second edition and continues to set a benchmark for achievement in introductory marketing courses across Europe. It is a comprehensive, broad-based and challenging basic marketing text which describes and analyses the basic concepts and strategic role of marketing and its practical application in managerial decision-making. It integrates the 'new' relationship approach | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Industrial Management |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Management |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Management Science |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Organizational Behavior |2 bisacsh | |
| 650 | 4 | |a Marketing / Management | |
| 650 | 4 | |a Marketing | |
| 650 | 4 | |a Relationship marketing | |
| 650 | 7 | |a Marketing / Management |2 fast | |
| 650 | 7 | |a Relationship marketing |2 fast | |
| 650 | 4 | |a Wirtschaft | |
| 650 | 4 | |a Relationship marketing |a Marketing |x Management | |
| 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 | |8 2\p |5 DE-604 | |
| 700 | 1 | |a Opresnik, Marc O. |d 1969- |e Sonstige |4 oth | |
| 776 | 0 | 8 | |i Erscheint auch als |n Druck-Ausgabe |a Hollensen, Svend |t Marketing : A Relationship Perspective |d München : Franz Vahlen,c2015 |z 9783800649280 |
| 912 | |a ZDB-4-NLEBK | ||
| 999 | |a oai:aleph.bib-bvb.de:BVB01-029762081 | ||
| 883 | 1 | |8 1\p |a cgwrk |d 20201028 |q DE-101 |u https://d-nb.info/provenance/plan#cgwrk | |
| 883 | 1 | |8 2\p |a cgwrk |d 20201028 |q DE-101 |u https://d-nb.info/provenance/plan#cgwrk | |
| 966 | e | |u https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=1017512 |l TUM01 |p ZDB-4-NLEBK |q TUM_PDA_EBSCOBAE_Kauf |x Aggregator |3 Volltext | |
Datensatz im Suchindex
| _version_ | 1804177606187155456 |
|---|---|
| any_adam_object | |
| author | Hollensen, Svend |
| author_facet | Hollensen, Svend |
| author_role | aut |
| author_sort | Hollensen, Svend |
| author_variant | s h sh |
| building | Verbundindex |
| bvnumber | BV044359450 |
| classification_rvk | QP 600 QP 620 |
| collection | ZDB-4-NLEBK |
| contents | Cover; To content / To the authors; Title; Preface to the Second Edition; Brief contents; Detailed contents; 1. Fundamentals of Relationship Marketing; 1.1 The Evolution of Relationship Marketing; 1.2 Definition of Relationship Marketing; 1.3 Relationship Economics; 1.4 Relationship Drivers; 1.5 Relationship Marketing as an Integrative Management Approach; 1.6 Fundamentals of Marketing Planning; Summary; 2. Situational Analysis in the Marketing Planning Process; 2.1 Marketing Research; 2.1.1 Introduction; 2.1.2 Linking Marketing Research to the Decision-Making Process 2.1.3 Secondary Research2.1.4 Primary Research; 2.1.5 Online (Internet) Primary Research Methods; 2.1.6 Other Types of Market Research; 2.1.7 Setting up a Marketing Information System (MIS); 2.1.8 Marketing Research based on Web 2.0; 2.2 Assessing the Internal Marketing Situation; 2.2.1 Internal Relationships; 2.2.2 Market Orientation View (MOV); 2.2.3 Resource Based View (RBV); 2.2.4 Major Sources of Competitive Advantage; 2.3 Assessing the External Marketing Situation; 2.3.1 PEST Analysis; 2.3.2 External Relationships to Stakeholders in the Value Net; 2.3.2.1. Relationships with Suppliers 2.3.2.2. Relationships with Customers2.3.2.3. Relationships with Partners/Complementors; 2.3.2.4. Relationships with Competitors; 2.3.2.5. Other External Relationships; 2.4 Analyzing Buying Behaviour on the B2C Market; 2.5 Analyzing Buying Behaviour on the B2B Market; 2.6 Comparing B2B and B2C Markets; 2.7 SWOT Analysis; 2.7.1 Elements of a SWOT Analysis; 2.7.2 Matching and Converging in the SWOT Matrix; 2.7.3 Application of the SWOT Analysis; 2.7.4 Required Analysis; 2.7.5 Benefits and Barriers for Conducting a SWOT Analysis; 2.7.6 Multilevel SWOT Analysis; Summary 3. Strategy Formulation in the Marketing Planning Process3.1 Strategic Marketing Planning; 3.1.1 Vision and Mission Statement; 3.1.2 Strategic Objectives; 3.1.3 Estimation of the Planning Gap and Problem Diagnosis; 3.1.4 The Search for Strategy Alternatives for Closing Planning Gap; 3.1.5 Ansoff's Generic Strategies for Growth; 3.1.6 Porter's Three Generic Strategies; 3.1.7 The BCG Portfolio Matrix Model; 3.1.8 The GE-Matrix Multifactor Portfolio Matrix; 3.1.9 A New Product Portfolio Approach; 3.1.10 Strategy Evaluation and Selection; 3.1.11 Estimating Financial Consequences 3.2 Market Segmentation, Targeting and Positioning3.2.1 The Benefits and Underlying Premises of Market Segmentation; 3.2.2 The Segmentation, Targeting and Positioning Approach; 3.2.3 Segmenting Consumer Markets (B2C); 3.2.4 Segmenting the Business Markets (B2B); 3.2.5 Segmenting International Markets and Countries; 3.2.6 Target Marketing; 3.2.7 Positioning Strategy; 3.2.8 Difficulties of Implementing Segmentation in the Organisation; Summary; 4. Marketing Mix in the Marketing Planning Process; 4.1 Product and Service Decisions; 4.1.1 Different Product Levels Das Marketing-Lehrbuch in englischer Sprache, zugeschnitten auf den europäischen Markt. Mit zahlreichen Übungsaufgaben, Vertiefungsfragen, Praxisbeispielen und Fallstudien: "Marketing - A Relationship Perspective" is back for a second edition and continues to set a benchmark for achievement in introductory marketing courses across Europe. It is a comprehensive, broad-based and challenging basic marketing text which describes and analyses the basic concepts and strategic role of marketing and its practical application in managerial decision-making. It integrates the 'new' relationship approach |
| ctrlnum | (ZDB-4-NLEBK)ocn911492397 (OCoLC)911492397 (DE-599)BVBBV044359450 |
| 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 | Second edition |
| format | Electronic eBook |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>06402nmm a2200745zc 4500</leader><controlfield tag="001">BV044359450</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20180306 </controlfield><controlfield tag="007">cr|uuu---uuuuu</controlfield><controlfield tag="008">170620s2015 |||| o||u| ||||||ger d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9783800649297</subfield><subfield code="9">978-3-8006-4929-7</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">3800649292</subfield><subfield code="9">3-8006-4929-2</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9783800648702</subfield><subfield code="9">978-3-8006-4870-2</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">3800648709</subfield><subfield code="9">3-8006-4870-9</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(ZDB-4-NLEBK)ocn911492397</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)911492397</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV044359450</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rda</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">ger</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-91</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.8</subfield><subfield code="2">23</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">QP 620</subfield><subfield code="0">(DE-625)141911:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Hollensen, Svend</subfield><subfield code="e">Verfasser</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">by Prof. Svend Hollensen, Ph.D., Prof. Marc Oliver Opresnik, Ph.D.</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">Second edition</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">München</subfield><subfield code="b">Verlag Franz Vahlen</subfield><subfield code="c">[2015]</subfield></datafield><datafield tag="264" ind1=" " ind2="4"><subfield code="c">© 2015</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">1 online resource</subfield><subfield code="b">illustrations (some color)</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">c</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">cr</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">Online resource; title from PDF title page (Ebsco, viewed June 25 2015)</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">Cover; To content / To the authors; Title; Preface to the Second Edition; Brief contents; Detailed contents; 1. Fundamentals of Relationship Marketing; 1.1 The Evolution of Relationship Marketing; 1.2 Definition of Relationship Marketing; 1.3 Relationship Economics; 1.4 Relationship Drivers; 1.5 Relationship Marketing as an Integrative Management Approach; 1.6 Fundamentals of Marketing Planning; Summary; 2. Situational Analysis in the Marketing Planning Process; 2.1 Marketing Research; 2.1.1 Introduction; 2.1.2 Linking Marketing Research to the Decision-Making Process</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">2.1.3 Secondary Research2.1.4 Primary Research; 2.1.5 Online (Internet) Primary Research Methods; 2.1.6 Other Types of Market Research; 2.1.7 Setting up a Marketing Information System (MIS); 2.1.8 Marketing Research based on Web 2.0; 2.2 Assessing the Internal Marketing Situation; 2.2.1 Internal Relationships; 2.2.2 Market Orientation View (MOV); 2.2.3 Resource Based View (RBV); 2.2.4 Major Sources of Competitive Advantage; 2.3 Assessing the External Marketing Situation; 2.3.1 PEST Analysis; 2.3.2 External Relationships to Stakeholders in the Value Net; 2.3.2.1. Relationships with Suppliers</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">2.3.2.2. Relationships with Customers2.3.2.3. Relationships with Partners/Complementors; 2.3.2.4. Relationships with Competitors; 2.3.2.5. Other External Relationships; 2.4 Analyzing Buying Behaviour on the B2C Market; 2.5 Analyzing Buying Behaviour on the B2B Market; 2.6 Comparing B2B and B2C Markets; 2.7 SWOT Analysis; 2.7.1 Elements of a SWOT Analysis; 2.7.2 Matching and Converging in the SWOT Matrix; 2.7.3 Application of the SWOT Analysis; 2.7.4 Required Analysis; 2.7.5 Benefits and Barriers for Conducting a SWOT Analysis; 2.7.6 Multilevel SWOT Analysis; Summary</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">3. Strategy Formulation in the Marketing Planning Process3.1 Strategic Marketing Planning; 3.1.1 Vision and Mission Statement; 3.1.2 Strategic Objectives; 3.1.3 Estimation of the Planning Gap and Problem Diagnosis; 3.1.4 The Search for Strategy Alternatives for Closing Planning Gap; 3.1.5 Ansoff's Generic Strategies for Growth; 3.1.6 Porter's Three Generic Strategies; 3.1.7 The BCG Portfolio Matrix Model; 3.1.8 The GE-Matrix Multifactor Portfolio Matrix; 3.1.9 A New Product Portfolio Approach; 3.1.10 Strategy Evaluation and Selection; 3.1.11 Estimating Financial Consequences</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">3.2 Market Segmentation, Targeting and Positioning3.2.1 The Benefits and Underlying Premises of Market Segmentation; 3.2.2 The Segmentation, Targeting and Positioning Approach; 3.2.3 Segmenting Consumer Markets (B2C); 3.2.4 Segmenting the Business Markets (B2B); 3.2.5 Segmenting International Markets and Countries; 3.2.6 Target Marketing; 3.2.7 Positioning Strategy; 3.2.8 Difficulties of Implementing Segmentation in the Organisation; Summary; 4. Marketing Mix in the Marketing Planning Process; 4.1 Product and Service Decisions; 4.1.1 Different Product Levels</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">Das Marketing-Lehrbuch in englischer Sprache, zugeschnitten auf den europäischen Markt. Mit zahlreichen Übungsaufgaben, Vertiefungsfragen, Praxisbeispielen und Fallstudien: "Marketing - A Relationship Perspective" is back for a second edition and continues to set a benchmark for achievement in introductory marketing courses across Europe. It is a comprehensive, broad-based and challenging basic marketing text which describes and analyses the basic concepts and strategic role of marketing and its practical application in managerial decision-making. It integrates the 'new' relationship approach</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">BUSINESS & ECONOMICS / Industrial Management</subfield><subfield code="2">bisacsh</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">BUSINESS & ECONOMICS / Management</subfield><subfield code="2">bisacsh</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">BUSINESS & ECONOMICS / Management Science</subfield><subfield code="2">bisacsh</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">BUSINESS & ECONOMICS / Organizational Behavior</subfield><subfield code="2">bisacsh</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Marketing / Management</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Marketing</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Relationship marketing</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Marketing / Management</subfield><subfield code="2">fast</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Relationship marketing</subfield><subfield code="2">fast</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Wirtschaft</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Relationship marketing</subfield><subfield code="a">Marketing</subfield><subfield code="x">Management</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="8">2\p</subfield><subfield code="5">DE-604</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Opresnik, Marc O.</subfield><subfield code="d">1969-</subfield><subfield code="e">Sonstige</subfield><subfield code="4">oth</subfield></datafield><datafield tag="776" ind1="0" ind2="8"><subfield code="i">Erscheint auch als</subfield><subfield code="n">Druck-Ausgabe</subfield><subfield code="a">Hollensen, Svend</subfield><subfield code="t">Marketing : A Relationship Perspective</subfield><subfield code="d">München : Franz Vahlen,c2015</subfield><subfield code="z">9783800649280</subfield></datafield><datafield tag="912" ind1=" " ind2=" "><subfield code="a">ZDB-4-NLEBK</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-029762081</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><datafield tag="883" ind1="1" ind2=" "><subfield code="8">2\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><datafield tag="966" ind1="e" ind2=" "><subfield code="u">https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=1017512</subfield><subfield code="l">TUM01</subfield><subfield code="p">ZDB-4-NLEBK</subfield><subfield code="q">TUM_PDA_EBSCOBAE_Kauf</subfield><subfield code="x">Aggregator</subfield><subfield code="3">Volltext</subfield></datafield></record></collection> |
| genre | 1\p (DE-588)4113937-9 Hochschulschrift gnd-content |
| genre_facet | Hochschulschrift |
| id | DE-604.BV044359450 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T07:50:45Z |
| institution | BVB |
| isbn | 9783800649297 3800649292 9783800648702 3800648709 |
| language | German |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-029762081 |
| oclc_num | 911492397 |
| open_access_boolean | |
| owner | DE-91 DE-BY-TUM |
| owner_facet | DE-91 DE-BY-TUM |
| physical | 1 online resource illustrations (some color) |
| psigel | ZDB-4-NLEBK ZDB-4-NLEBK TUM_PDA_EBSCOBAE_Kauf |
| publishDate | 2015 |
| publishDateSearch | 2015 |
| publishDateSort | 2015 |
| publisher | Verlag Franz Vahlen |
| record_format | marc |
| spelling | Hollensen, Svend Verfasser aut Marketing a relationship perspective by Prof. Svend Hollensen, Ph.D., Prof. Marc Oliver Opresnik, Ph.D. Second edition München Verlag Franz Vahlen [2015] © 2015 1 online resource illustrations (some color) txt rdacontent c rdamedia cr rdacarrier Online resource; title from PDF title page (Ebsco, viewed June 25 2015) Cover; To content / To the authors; Title; Preface to the Second Edition; Brief contents; Detailed contents; 1. Fundamentals of Relationship Marketing; 1.1 The Evolution of Relationship Marketing; 1.2 Definition of Relationship Marketing; 1.3 Relationship Economics; 1.4 Relationship Drivers; 1.5 Relationship Marketing as an Integrative Management Approach; 1.6 Fundamentals of Marketing Planning; Summary; 2. Situational Analysis in the Marketing Planning Process; 2.1 Marketing Research; 2.1.1 Introduction; 2.1.2 Linking Marketing Research to the Decision-Making Process 2.1.3 Secondary Research2.1.4 Primary Research; 2.1.5 Online (Internet) Primary Research Methods; 2.1.6 Other Types of Market Research; 2.1.7 Setting up a Marketing Information System (MIS); 2.1.8 Marketing Research based on Web 2.0; 2.2 Assessing the Internal Marketing Situation; 2.2.1 Internal Relationships; 2.2.2 Market Orientation View (MOV); 2.2.3 Resource Based View (RBV); 2.2.4 Major Sources of Competitive Advantage; 2.3 Assessing the External Marketing Situation; 2.3.1 PEST Analysis; 2.3.2 External Relationships to Stakeholders in the Value Net; 2.3.2.1. Relationships with Suppliers 2.3.2.2. Relationships with Customers2.3.2.3. Relationships with Partners/Complementors; 2.3.2.4. Relationships with Competitors; 2.3.2.5. Other External Relationships; 2.4 Analyzing Buying Behaviour on the B2C Market; 2.5 Analyzing Buying Behaviour on the B2B Market; 2.6 Comparing B2B and B2C Markets; 2.7 SWOT Analysis; 2.7.1 Elements of a SWOT Analysis; 2.7.2 Matching and Converging in the SWOT Matrix; 2.7.3 Application of the SWOT Analysis; 2.7.4 Required Analysis; 2.7.5 Benefits and Barriers for Conducting a SWOT Analysis; 2.7.6 Multilevel SWOT Analysis; Summary 3. Strategy Formulation in the Marketing Planning Process3.1 Strategic Marketing Planning; 3.1.1 Vision and Mission Statement; 3.1.2 Strategic Objectives; 3.1.3 Estimation of the Planning Gap and Problem Diagnosis; 3.1.4 The Search for Strategy Alternatives for Closing Planning Gap; 3.1.5 Ansoff's Generic Strategies for Growth; 3.1.6 Porter's Three Generic Strategies; 3.1.7 The BCG Portfolio Matrix Model; 3.1.8 The GE-Matrix Multifactor Portfolio Matrix; 3.1.9 A New Product Portfolio Approach; 3.1.10 Strategy Evaluation and Selection; 3.1.11 Estimating Financial Consequences 3.2 Market Segmentation, Targeting and Positioning3.2.1 The Benefits and Underlying Premises of Market Segmentation; 3.2.2 The Segmentation, Targeting and Positioning Approach; 3.2.3 Segmenting Consumer Markets (B2C); 3.2.4 Segmenting the Business Markets (B2B); 3.2.5 Segmenting International Markets and Countries; 3.2.6 Target Marketing; 3.2.7 Positioning Strategy; 3.2.8 Difficulties of Implementing Segmentation in the Organisation; Summary; 4. Marketing Mix in the Marketing Planning Process; 4.1 Product and Service Decisions; 4.1.1 Different Product Levels Das Marketing-Lehrbuch in englischer Sprache, zugeschnitten auf den europäischen Markt. Mit zahlreichen Übungsaufgaben, Vertiefungsfragen, Praxisbeispielen und Fallstudien: "Marketing - A Relationship Perspective" is back for a second edition and continues to set a benchmark for achievement in introductory marketing courses across Europe. It is a comprehensive, broad-based and challenging basic marketing text which describes and analyses the basic concepts and strategic role of marketing and its practical application in managerial decision-making. It integrates the 'new' relationship approach BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Marketing / Management Marketing Relationship marketing Marketing / Management fast Relationship marketing fast Wirtschaft Relationship marketing Marketing Management 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 2\p DE-604 Opresnik, Marc O. 1969- Sonstige oth Erscheint auch als Druck-Ausgabe Hollensen, Svend Marketing : A Relationship Perspective München : Franz Vahlen,c2015 9783800649280 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Hollensen, Svend Marketing a relationship perspective Cover; To content / To the authors; Title; Preface to the Second Edition; Brief contents; Detailed contents; 1. Fundamentals of Relationship Marketing; 1.1 The Evolution of Relationship Marketing; 1.2 Definition of Relationship Marketing; 1.3 Relationship Economics; 1.4 Relationship Drivers; 1.5 Relationship Marketing as an Integrative Management Approach; 1.6 Fundamentals of Marketing Planning; Summary; 2. Situational Analysis in the Marketing Planning Process; 2.1 Marketing Research; 2.1.1 Introduction; 2.1.2 Linking Marketing Research to the Decision-Making Process 2.1.3 Secondary Research2.1.4 Primary Research; 2.1.5 Online (Internet) Primary Research Methods; 2.1.6 Other Types of Market Research; 2.1.7 Setting up a Marketing Information System (MIS); 2.1.8 Marketing Research based on Web 2.0; 2.2 Assessing the Internal Marketing Situation; 2.2.1 Internal Relationships; 2.2.2 Market Orientation View (MOV); 2.2.3 Resource Based View (RBV); 2.2.4 Major Sources of Competitive Advantage; 2.3 Assessing the External Marketing Situation; 2.3.1 PEST Analysis; 2.3.2 External Relationships to Stakeholders in the Value Net; 2.3.2.1. Relationships with Suppliers 2.3.2.2. Relationships with Customers2.3.2.3. Relationships with Partners/Complementors; 2.3.2.4. Relationships with Competitors; 2.3.2.5. Other External Relationships; 2.4 Analyzing Buying Behaviour on the B2C Market; 2.5 Analyzing Buying Behaviour on the B2B Market; 2.6 Comparing B2B and B2C Markets; 2.7 SWOT Analysis; 2.7.1 Elements of a SWOT Analysis; 2.7.2 Matching and Converging in the SWOT Matrix; 2.7.3 Application of the SWOT Analysis; 2.7.4 Required Analysis; 2.7.5 Benefits and Barriers for Conducting a SWOT Analysis; 2.7.6 Multilevel SWOT Analysis; Summary 3. Strategy Formulation in the Marketing Planning Process3.1 Strategic Marketing Planning; 3.1.1 Vision and Mission Statement; 3.1.2 Strategic Objectives; 3.1.3 Estimation of the Planning Gap and Problem Diagnosis; 3.1.4 The Search for Strategy Alternatives for Closing Planning Gap; 3.1.5 Ansoff's Generic Strategies for Growth; 3.1.6 Porter's Three Generic Strategies; 3.1.7 The BCG Portfolio Matrix Model; 3.1.8 The GE-Matrix Multifactor Portfolio Matrix; 3.1.9 A New Product Portfolio Approach; 3.1.10 Strategy Evaluation and Selection; 3.1.11 Estimating Financial Consequences 3.2 Market Segmentation, Targeting and Positioning3.2.1 The Benefits and Underlying Premises of Market Segmentation; 3.2.2 The Segmentation, Targeting and Positioning Approach; 3.2.3 Segmenting Consumer Markets (B2C); 3.2.4 Segmenting the Business Markets (B2B); 3.2.5 Segmenting International Markets and Countries; 3.2.6 Target Marketing; 3.2.7 Positioning Strategy; 3.2.8 Difficulties of Implementing Segmentation in the Organisation; Summary; 4. Marketing Mix in the Marketing Planning Process; 4.1 Product and Service Decisions; 4.1.1 Different Product Levels Das Marketing-Lehrbuch in englischer Sprache, zugeschnitten auf den europäischen Markt. Mit zahlreichen Übungsaufgaben, Vertiefungsfragen, Praxisbeispielen und Fallstudien: "Marketing - A Relationship Perspective" is back for a second edition and continues to set a benchmark for achievement in introductory marketing courses across Europe. It is a comprehensive, broad-based and challenging basic marketing text which describes and analyses the basic concepts and strategic role of marketing and its practical application in managerial decision-making. It integrates the 'new' relationship approach BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Marketing / Management Marketing Relationship marketing Marketing / Management fast Relationship marketing fast Wirtschaft Relationship marketing Marketing Management 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 by Prof. Svend Hollensen, Ph.D., Prof. Marc Oliver Opresnik, Ph.D. |
| title_fullStr | Marketing a relationship perspective by Prof. Svend Hollensen, Ph.D., Prof. Marc Oliver Opresnik, Ph.D. |
| title_full_unstemmed | Marketing a relationship perspective by Prof. Svend Hollensen, Ph.D., Prof. Marc Oliver Opresnik, Ph.D. |
| title_short | Marketing |
| title_sort | marketing a relationship perspective |
| title_sub | a relationship perspective |
| topic | BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Marketing / Management Marketing Relationship marketing Marketing / Management fast Relationship marketing fast Wirtschaft Relationship marketing Marketing Management Marketing (DE-588)4037589-4 gnd Unternehmen (DE-588)4061963-1 gnd Beziehungsmarketing (DE-588)4789127-0 gnd |
| topic_facet | BUSINESS & ECONOMICS / Industrial Management BUSINESS & ECONOMICS / Management BUSINESS & ECONOMICS / Management Science BUSINESS & ECONOMICS / Organizational Behavior Marketing / Management Marketing Relationship marketing Wirtschaft Relationship marketing Marketing Management Unternehmen Beziehungsmarketing Hochschulschrift |
| work_keys_str_mv | AT hollensensvend marketingarelationshipperspective AT opresnikmarco marketingarelationshipperspective |