Marketing Schritt für Schritt: Arbeitsbuch
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | German |
| Ausgabe: | 3., vollständig überarbeitete Auflage |
| Schriftenreihe: | UTB
8711 Betriebswirtschaftslehre |
| Schlagworte: | |
| Online-Zugang: | Inhaltstext Inhaltsverzeichnis |
| Beschreibung: | 191 Seiten Illustrationen, Diagramme |
| ISBN: | 9783825287443 3825287440 |
Internformat
MARC
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| 245 | 1 | 0 | |a Marketing Schritt für Schritt |b Arbeitsbuch |c Alexander Hennig |
| 250 | |a 3., vollständig überarbeitete Auflage | ||
| 264 | 0 | |a Konstanz |b UVK Verlagsgesellschaft mbH |c [2018] | |
| 264 | 0 | |a München |b UVK/Lucius | |
| 300 | |a 191 Seiten |b Illustrationen, Diagramme | ||
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Datensatz im Suchindex
| _version_ | 1804178498385870848 |
|---|---|
| adam_text | INHALTSUEBERSICHT
VORWORT.................................................................................................................
5
SCHRITT 1: GRUNDBEGRIFFE DES
MARKETINGS............................................................13
SCHRITT 2:
MARKTFORSCHUNG...................................................................................25
SCHRITT 3: KONSUMENTENVERHALTEN
......................................................................
37
SCHRITT 4: STRATEGISCHES
MARKETING.....................................................................55
SCHRITT 5: PRODUKT- UND PROGRAMMPOLITIK
.........................................................
79
SCHRITT 6:
MARKENPOLITIK.....................................................................................
91
SCHRITT 7: PREIS- UND
KONDITIONENPOLITIK............................................................99
SCHRITT 8:
DISTRIBUTIONSPOLITIK..........................................................................115
SCHRITT 9:
KOMMUNIKATIONSPOLITIK....................................................................133
SCHRITT 10:
MARKETING-CONTROLLING....................................................................147
GLOSSAR..............................................................................................................
157
LOESUNGEN..........................................................................................................
171
LITERATUR............................................................................................................187
STICHWORTVERZEICHNIS, 189
INHALTSVERZEICHNIS
VORWORT........................................................
SCHRITT 1: GRUNDBEGRIFFE DES MARKETINGS
LERNHINWEISE..............................
1.1 DEFINITION DES MARKETINGS
1.2 DOPPELFUNKTION DES MARKETINGS
.............
1.3 UNTERNEHMENSFUEHRUNG
...........................
1.4 MARKETING IN DER UNTERNEHMENSFUEHRUNG
1.5 FRAGEN......................................................
1.6 PRUEFUNGSTIPPS
.........................................
SCHRITT 2: M ARKTFORSCHUNG
................................
LERNHINWEISE.....................................................
2.1 PRIMAER- UND SEKUNDAERFORSCHUNG
............
2.2 UMWELTANALYSE DES MARKETINGS
..............
2.3 MARKTSEGMENTIERUNG
..............................
2.4 FRAGEN
.....................................................
2.5 PRUEFUNGSTIPPS
.........................................
SCHRITT 3: K ONSUM ENTENVERHALTEN
..................
LERNHINWEISE.....................................................
3.1 S-O-R-MODELL...........................................
3.2 KAUFENTSCHEIDUNGSPROZESSE
...................
3.3 ORGANISATIONELLES KAUFVERHALTEN
............
3.4 KUNDENZUFRIEDENHEIT
..............................
3.5 KUNDENBINDUNG
......................................
3.6 FRAGEN
.....................................................
3.7 PRUEFUNGSTIPPS
.........................................
....5
13
.13
14
.16
.17
.19
.23
.24
25
.25
.26
.29
,31
.34
.35
37
.37
.38
.40
.41
.42
,47
.51
.53
SCHRITT 4: STRATEGISCHES M
ARKETING......................................................................55
LERNHINWEISE......................................................................................................
55
4.1
WETTBEWERBSVORTEILE...............................................................................
56
4.2
DIFFERENZIERUNGSSTRATEGIE........................................................................
59
4.3
KOSTENFUEHRERSCHAFTSSTRATEGIE...................................................................60
4.4
MARKTBEARBEITUNGSSTRATEGIEN..................................................................64
4.5
LEBENSZYKLUS-ANALYSE..............................................................................67
4.6
PORTFOLIO-ANALYSE.....................................................................................
68
4.7
SWOT-ANALYSE.........................................................................................
72
4.8
FRAGEN......................................................................................................
76
4.9
PRUEFUNGSTIPPS...........................................................................................78
SCHRITT 5: PRODUKT- UND PROGRAM M POLITIK
........................................................
79
LERNHINWEISE......................................................................................................
79
5.1
BEGRIFF......................................................................................................
80
5.2
NUTZENTREIBER...........................................................................................80
5.3 PRODUKTVARIATION UND PRODUKTDIFFERENZIERUNG
.......................................
81
5.4 LENDER-MARKETING UND
ETHNO-MARKETING................................................83
5.5
SERVICEPOLITIK...........................................................................................84
5.6
VERPACKUNGSPOLITIK..................................................................................
85
5.7
SORTIMENTSPOLITIK.....................................................................................
86
5.8
PROGRAMMPOLITIK.....................................................................................
88
5.9
FRAGEN......................................................................................................
89
5.10
PUEFUNGSTIPPS............................................................................................
90
SCHRITT 6: M
ARKENPOLITIK........................................................................................
91
LERNHINWEISE......................................................................................................
91
6.1
BEGRIFFE.....................................................................................................92
6.2 FUNKTIONEN EINER
MARKE..........................................................................
95
6.3 MARKENSTRATEGIEN
....................................................................................
95
6.4
FRAGEN......................................................................................................
97
6.5
PRUEFUNGSTIPPS...........................................................................................98
SCHRITT 7: PREIS- UND K
ONDITIONENPOLITIK...........................................................99
LERNHINWEISE......................................................................................................99
7.1
GRUNDLAGEN.............................................................................................100
7.2 PREISBESTIMMUNG
..................................................................................
101
7.3
PREISSTRATEGIEN......................................................................................
103
7.4 ASPEKTE DER PREISPOLITIK
........................................................................
104
7.5 REAKTION AUF
PREISSENKUNGEN................................................................107
7.6
PREISDIFFERENZIERUNG..............................................................................107
7.7
KONDITIONENPOLITIK................................................................................
109
7.8
FRAGEN....................................................................................................
111
7.9
PRUEFUNGSTIPPS........................................................................................113
SCHRITT 8: D
ISTRIBUTIONSPOLITIK...........................................................................
115
LERNHINWEISE....................................................................................................115
8.1 AUFGABEN DER
DISTRIBUTIONSPOLITIK.........................................................116
8.2 PHYSISCHE
DISTRIBUTION............................................... 118
8.3 INTERNE DISTRIBUTIONSORGANE
.................................................................
119
8.4 EXTERNE
DISTRIBUTIONSORGANE.................................................................122
8.5
GROSSHANDEL............................................................................................124
8.6
EINZELHANDEL..........................................................................................
126
8.7
MARKTVERANSTALTUNGEN...........................................................................127
6.8
ABSATZWEGEPOLITIK.................................................................................128
8.9
VERKAUFSTYPOLOGIE..................................................................................130
8.10
FRAGEN....................................................................................................
131
8.11
PRUEFUNGSTIPPS........................................................................................132
SCHRITT 9: K OM M UNIKATIONSPOLITIK
...................................................................
133
LERNHINWEISE...................................................................................................
133
9.1 FUNKTIONEN DER
KOMMUNIKATIONSPOLITIK...............................................134
9.2 INSTRUMENTE DER KOMMUNIKATIONSPOLITIK
.............................................
136
9.3 PUSH- UND PULL-STRATEGIE
.......................................................................
137
9.4
WERBUNG.................................................................................................137
9.5
VERKAUFSFOERDERUNG.................................................................................
139
9.6
OEFFENTLICHKEITSARBEIT..............................................................................140
9.7
SPONSORING.............................................................................................
141
9.8 WEITERE KOMMUNIKATIONSPOLITISCHE INSTRUMENTE
.................................
142
9.9 CORPORATE
IDENTITY..................................................................................143
9.10 FRAGEN
.....
.
..............................................................................................144
9.11
PRUEFUNGSTIPPS.........................................................................................145
SCHRITT 10:
MARKETING-CONTROLLING.....................................................................147
LERNHINWEISE....................................................................................................
147
10.1 DEFINITION DES
MARKETING-CONTROLLINGS..................................................148
10.2
MARKETING-AUDIT.....................................................................................150
10.3 ERGEBNISORIENTIERTES MARKETING-CONTROLLING
........................................
151
10.4
KENNZAHLENANALYSE................................................................................
152
10.5
FRAGEN....................................................................................................
154
10.6
PRUEFUNGSTIPPS.........................................................................................155
G
LOSSAR......................................................................................................................
157
LOESUNGEN...................................................................................................................171
LITERATUR....................................................................................................................187
STICHW
ORTVERZEICHNIS.............................................................................................189
|
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| dewey-ones | 650 - Management and auxiliary services |
| dewey-raw | 650 |
| dewey-search | 650 |
| dewey-sort | 3650 |
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| discipline | Wirtschaftswissenschaften |
| edition | 3., vollständig überarbeitete Auflage |
| format | Book |
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| id | DE-604.BV044925921 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T08:04:56Z |
| institution | BVB |
| isbn | 9783825287443 3825287440 |
| language | German |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-030319095 |
| oclc_num | 1032293851 |
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| physical | 191 Seiten Illustrationen, Diagramme |
| publishDateSearch | 2018 |
| publishDateSort | 2018 |
| record_format | marc |
| series2 | UTB |
| spelling | Hennig, Alexander 1977- Verfasser (DE-588)136290906 aut Marketing Schritt für Schritt Arbeitsbuch Alexander Hennig 3., vollständig überarbeitete Auflage Konstanz UVK Verlagsgesellschaft mbH [2018] München UVK/Lucius 191 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier UTB 8711 Betriebswirtschaftslehre Marketing (DE-588)4037589-4 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 gnd rswk-swf (DE-588)4123623-3 Lehrbuch gnd-content Marketing (DE-588)4037589-4 s DE-604 Marketingmanagement (DE-588)4168907-0 s 1\p DE-604 Erscheint auch als Online-Ausgabe 978-3-8385-8744-8 X:MVB text/html http://deposit.dnb.de/cgi-bin/dokserv?id=1b815e8edb37487b897ff22de1646a9a&prov=M&dok%5Fvar=1&dok%5Fext=htm Inhaltstext DNB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030319095&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Hennig, Alexander 1977- Marketing Schritt für Schritt Arbeitsbuch Marketing (DE-588)4037589-4 gnd Marketingmanagement (DE-588)4168907-0 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4168907-0 (DE-588)4123623-3 |
| title | Marketing Schritt für Schritt Arbeitsbuch |
| title_auth | Marketing Schritt für Schritt Arbeitsbuch |
| title_exact_search | Marketing Schritt für Schritt Arbeitsbuch |
| title_full | Marketing Schritt für Schritt Arbeitsbuch Alexander Hennig |
| title_fullStr | Marketing Schritt für Schritt Arbeitsbuch Alexander Hennig |
| title_full_unstemmed | Marketing Schritt für Schritt Arbeitsbuch Alexander Hennig |
| title_short | Marketing Schritt für Schritt |
| title_sort | marketing schritt fur schritt arbeitsbuch |
| title_sub | Arbeitsbuch |
| topic | Marketing (DE-588)4037589-4 gnd Marketingmanagement (DE-588)4168907-0 gnd |
| topic_facet | Marketing Marketingmanagement Lehrbuch |
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