The 4Ps in Marketing-Mix :: A German perspective.
"The 4 Ps in Marketing-Mix" are part of each marketer's basic knowledge of the subject. Marketing expert Werner Pepels explains the individual instruments of the marketing mix: • Product policy (product marketing, performance mix and program design), • Pricing policy (countervalue mix...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | E-Book |
| Sprache: | English |
| Veröffentlicht: |
Berlin :
BWV Berliner Wissenschafts-Verlag,
2021.
|
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | "The 4 Ps in Marketing-Mix" are part of each marketer's basic knowledge of the subject. Marketing expert Werner Pepels explains the individual instruments of the marketing mix: • Product policy (product marketing, performance mix and program design), • Pricing policy (countervalue mix and effective pricing), • Promotion policy (classical advertising, online media mix and non-classical advertising), • Placing policy (distribution mix and sales operations). Theory-based explanations are combined with practice-oriented applications. In accordance with the chosen perspective, the examples given refer to the German market situation. The text is supported by numerous illustrations in overview form. The textbook is aimed at students of business administration ("BWL") with a focus on marketing. In particular, it is also intended for foreign students who want to learn more about the marketing mix in a language they are familiar with, as well as for marketing managers with an international background and/or English as their working language. |
| Beschreibung: | Description based upon print version of record. 5.1 Social network. |
| Beschreibung: | 1 online resource (258 p.) |
| ISBN: | 9783830543237 3830543239 |
Internformat
MARC
| LEADER | 00000cam a2200000Mu 4500 | ||
|---|---|---|---|
| 001 | ZDB-4-EBU-on1283851983 | ||
| 003 | OCoLC | ||
| 005 | 20241004212047.0 | ||
| 006 | m o d | ||
| 007 | cr ||||||||||| | ||
| 008 | 211106s2021 gw o ||| 0 eng d | ||
| 040 | |a EBLCP |b eng |c EBLCP |d YDX |d N$T |d OCLCF |d OCLCO |d OCLCQ |d VLB |d OCLCO | ||
| 019 | |a 1281582750 |a 1281653628 |a 1281769474 | ||
| 020 | |a 9783830543237 | ||
| 020 | |a 3830543239 | ||
| 035 | |a (OCoLC)1283851983 |z (OCoLC)1281582750 |z (OCoLC)1281653628 |z (OCoLC)1281769474 | ||
| 050 | 4 | |a HF5415 | |
| 082 | 7 | |a 658.8 |2 23 | |
| 049 | |a MAIN | ||
| 100 | 1 | |a Pepels, Werner. | |
| 245 | 1 | 4 | |a The 4Ps in Marketing-Mix : |b A German perspective. |
| 260 | |a Berlin : |b BWV Berliner Wissenschafts-Verlag, |c 2021. | ||
| 300 | |a 1 online resource (258 p.) | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdacarrier | ||
| 338 | |a online resource |b cr |2 rdamedia | ||
| 500 | |a Description based upon print version of record. | ||
| 520 | |a "The 4 Ps in Marketing-Mix" are part of each marketer's basic knowledge of the subject. Marketing expert Werner Pepels explains the individual instruments of the marketing mix: • Product policy (product marketing, performance mix and program design), • Pricing policy (countervalue mix and effective pricing), • Promotion policy (classical advertising, online media mix and non-classical advertising), • Placing policy (distribution mix and sales operations). Theory-based explanations are combined with practice-oriented applications. In accordance with the chosen perspective, the examples given refer to the German market situation. The text is supported by numerous illustrations in overview form. The textbook is aimed at students of business administration ("BWL") with a focus on marketing. In particular, it is also intended for foreign students who want to learn more about the marketing mix in a language they are familiar with, as well as for marketing managers with an international background and/or English as their working language. | ||
| 505 | 0 | |a Intro -- Table of contents -- List of figures -- Prolog -- Marketing development and marketing instruments -- A. Product policy -- I. Cornerstones of product marketing -- 1. Branded goods -- 2. Positioning -- 3. Market segmentation -- II. Performance mix in marketing -- 1. Idea generation -- 2. Research and development -- 3. Market test -- 4. Product care -- 5. Product elimination -- 6. Packaging -- 7. Customer service -- 8. Product quality -- 9. Property rights -- III. Program design -- 1. Conceptual dimensions -- 2. Program analysis -- 3. Program planning -- B. Price policy | |
| 505 | 8 | |a I. Countervalue mix in marketing -- 1. Significance for the success of companies -- 2. Mechanics of the price-performance ratio -- 3. Increasing the probability of purchase -- 4. Competition-oriented pricing -- 4.1 Price elasticities as parameters -- 4.2 Price leadership and success -- 5. Demand-oriented pricing -- 5.1 Elements of price interest -- 5.2 Hybrid purchasing behavior -- 5.3 Demand and income effects -- 5.4 Purchasing power as price base -- 6. Operational goal-oriented pricing -- 6.1 Price constancy -- 6.1.1 Premium pricing -- 6.1.2 Discount pricing -- 6.2 Price variation | |
| 505 | 8 | |a 6.2.1 Penetration pricing -- 6.2.2 Skimming pricing -- 6.2.3 Promotional pricing -- 6.3 Price innovation -- 7. Administered pricing -- II. Effective pricing -- 1. Reducing price transparency -- 1.1 Price lines -- 1.2 Price construction kits -- 1.3 Price bundlings -- 1.4 Yield management -- 2. Internal control function of the price -- 2.1 Price compensation policy -- 2.2 Steering prices -- 2.3 Foreign sale disturbances -- 3. Terms and conditions -- 3.1 Terms of payment and delivery -- 3.2 Discounts and surcharges conditions -- C. Promotion policy -- I. Classical advertising media | |
| 505 | 8 | |a 1. Media planning -- 1.1 Framework data -- 1.2 Campaign strategy -- 2. Intermedia comparison -- 2.1 Print advertising media -- 2.1.1 Newspapers -- 2.1.2 Magazines -- 2.1.3 Special print media -- 2.1.4 Special forms of print advertising -- 2.2 Electronic advertising media -- 2.2.1 Television -- 2.2.1.1 TV station landscape -- 2.2.1.2 Special forms of TV advertising -- 2.2.2 Radio -- 2.2.3 Movie theater -- 2.3 Poster advertising media -- 2.3.1 Stationary outdoor media -- 2.3.2 Mobile outdoor media -- 2.3.3 Special forms of outdoor advertising -- 2.4 Adjustment of media profiles | |
| 505 | 8 | |a 3. Procedure for intramedia comparison -- 3.1 Database -- 3.2 Media countings -- 3.3 Problems with the evaluation -- 4. Variables of media tactics -- II. Online media mix -- 1. Web 1.0 media -- 1.1 Corporate website -- 1.1.1 Characteristics -- 1.1.2 Functionalities -- 1.1.3 User guidance -- 1.2 Display advertising -- 1.3 Programmatic advertising -- 1.4 WWW metrics -- 1.5 Targeting routines -- 2. Electronic mail -- 2.1 E-mail service -- 2.2 E-mail functionalities -- 3. Online communities -- 4. Search engines -- 4.1 Types of search engines -- 4.2 Use for marketing -- 5. Web 2.0 media | |
| 500 | |a 5.1 Social network. | ||
| 650 | 0 | |a Marketing. |0 http://id.loc.gov/authorities/subjects/sh85081333 | |
| 650 | 6 | |a Marketing. | |
| 650 | 7 | |a marketing. |2 aat | |
| 650 | 7 | |a Marketing |2 fast | |
| 776 | 0 | 8 | |i Print version: |a Pepels, Werner |t The 4Ps in Marketing-Mix |d Berlin : BWV Berliner Wissenschafts-Verlag,c2021 |z 9783830551027 |
| 856 | 4 | 0 | |l FWS01 |p ZDB-4-EBU |q FWS_PDA_EBU |u https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=3075865 |3 Volltext |
| 938 | |a ProQuest Ebook Central |b EBLB |n EBL6796115 | ||
| 938 | |a YBP Library Services |b YANK |n 302545376 | ||
| 938 | |a EBSCOhost |b EBSC |n 3075865 | ||
| 994 | |a 92 |b GEBAY | ||
| 912 | |a ZDB-4-EBU | ||
| 049 | |a DE-863 | ||
Datensatz im Suchindex
| DE-BY-FWS_katkey | ZDB-4-EBU-on1283851983 |
|---|---|
| _version_ | 1816796940369657856 |
| adam_text | |
| any_adam_object | |
| author | Pepels, Werner |
| author_facet | Pepels, Werner |
| author_role | |
| author_sort | Pepels, Werner |
| author_variant | w p wp |
| building | Verbundindex |
| bvnumber | localFWS |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415 |
| callnumber-search | HF5415 |
| callnumber-sort | HF 45415 |
| callnumber-subject | HF - Commerce |
| collection | ZDB-4-EBU |
| contents | Intro -- Table of contents -- List of figures -- Prolog -- Marketing development and marketing instruments -- A. Product policy -- I. Cornerstones of product marketing -- 1. Branded goods -- 2. Positioning -- 3. Market segmentation -- II. Performance mix in marketing -- 1. Idea generation -- 2. Research and development -- 3. Market test -- 4. Product care -- 5. Product elimination -- 6. Packaging -- 7. Customer service -- 8. Product quality -- 9. Property rights -- III. Program design -- 1. Conceptual dimensions -- 2. Program analysis -- 3. Program planning -- B. Price policy I. Countervalue mix in marketing -- 1. Significance for the success of companies -- 2. Mechanics of the price-performance ratio -- 3. Increasing the probability of purchase -- 4. Competition-oriented pricing -- 4.1 Price elasticities as parameters -- 4.2 Price leadership and success -- 5. Demand-oriented pricing -- 5.1 Elements of price interest -- 5.2 Hybrid purchasing behavior -- 5.3 Demand and income effects -- 5.4 Purchasing power as price base -- 6. Operational goal-oriented pricing -- 6.1 Price constancy -- 6.1.1 Premium pricing -- 6.1.2 Discount pricing -- 6.2 Price variation 6.2.1 Penetration pricing -- 6.2.2 Skimming pricing -- 6.2.3 Promotional pricing -- 6.3 Price innovation -- 7. Administered pricing -- II. Effective pricing -- 1. Reducing price transparency -- 1.1 Price lines -- 1.2 Price construction kits -- 1.3 Price bundlings -- 1.4 Yield management -- 2. Internal control function of the price -- 2.1 Price compensation policy -- 2.2 Steering prices -- 2.3 Foreign sale disturbances -- 3. Terms and conditions -- 3.1 Terms of payment and delivery -- 3.2 Discounts and surcharges conditions -- C. Promotion policy -- I. Classical advertising media 1. Media planning -- 1.1 Framework data -- 1.2 Campaign strategy -- 2. Intermedia comparison -- 2.1 Print advertising media -- 2.1.1 Newspapers -- 2.1.2 Magazines -- 2.1.3 Special print media -- 2.1.4 Special forms of print advertising -- 2.2 Electronic advertising media -- 2.2.1 Television -- 2.2.1.1 TV station landscape -- 2.2.1.2 Special forms of TV advertising -- 2.2.2 Radio -- 2.2.3 Movie theater -- 2.3 Poster advertising media -- 2.3.1 Stationary outdoor media -- 2.3.2 Mobile outdoor media -- 2.3.3 Special forms of outdoor advertising -- 2.4 Adjustment of media profiles 3. Procedure for intramedia comparison -- 3.1 Database -- 3.2 Media countings -- 3.3 Problems with the evaluation -- 4. Variables of media tactics -- II. Online media mix -- 1. Web 1.0 media -- 1.1 Corporate website -- 1.1.1 Characteristics -- 1.1.2 Functionalities -- 1.1.3 User guidance -- 1.2 Display advertising -- 1.3 Programmatic advertising -- 1.4 WWW metrics -- 1.5 Targeting routines -- 2. Electronic mail -- 2.1 E-mail service -- 2.2 E-mail functionalities -- 3. Online communities -- 4. Search engines -- 4.1 Types of search engines -- 4.2 Use for marketing -- 5. Web 2.0 media |
| ctrlnum | (OCoLC)1283851983 |
| 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 |
| format | eBook |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>05655cam a2200493Mu 4500</leader><controlfield tag="001">ZDB-4-EBU-on1283851983</controlfield><controlfield tag="003">OCoLC</controlfield><controlfield tag="005">20241004212047.0</controlfield><controlfield tag="006">m o d </controlfield><controlfield tag="007">cr |||||||||||</controlfield><controlfield tag="008">211106s2021 gw o ||| 0 eng d</controlfield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">EBLCP</subfield><subfield code="b">eng</subfield><subfield code="c">EBLCP</subfield><subfield code="d">YDX</subfield><subfield code="d">N$T</subfield><subfield code="d">OCLCF</subfield><subfield code="d">OCLCO</subfield><subfield code="d">OCLCQ</subfield><subfield code="d">VLB</subfield><subfield code="d">OCLCO</subfield></datafield><datafield tag="019" ind1=" " ind2=" "><subfield code="a">1281582750</subfield><subfield code="a">1281653628</subfield><subfield code="a">1281769474</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9783830543237</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">3830543239</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)1283851983</subfield><subfield code="z">(OCoLC)1281582750</subfield><subfield code="z">(OCoLC)1281653628</subfield><subfield code="z">(OCoLC)1281769474</subfield></datafield><datafield tag="050" ind1=" " ind2="4"><subfield code="a">HF5415</subfield></datafield><datafield tag="082" ind1="7" ind2=" "><subfield code="a">658.8</subfield><subfield code="2">23</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">MAIN</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Pepels, Werner.</subfield></datafield><datafield tag="245" ind1="1" ind2="4"><subfield code="a">The 4Ps in Marketing-Mix :</subfield><subfield code="b">A German perspective.</subfield></datafield><datafield tag="260" ind1=" " ind2=" "><subfield code="a">Berlin :</subfield><subfield code="b">BWV Berliner Wissenschafts-Verlag,</subfield><subfield code="c">2021.</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">1 online resource (258 p.)</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="a">text</subfield><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="a">computer</subfield><subfield code="b">c</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="a">online resource</subfield><subfield code="b">cr</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">Description based upon print version of record.</subfield></datafield><datafield tag="520" ind1=" " ind2=" "><subfield code="a">"The 4 Ps in Marketing-Mix" are part of each marketer's basic knowledge of the subject. Marketing expert Werner Pepels explains the individual instruments of the marketing mix: • Product policy (product marketing, performance mix and program design), • Pricing policy (countervalue mix and effective pricing), • Promotion policy (classical advertising, online media mix and non-classical advertising), • Placing policy (distribution mix and sales operations). Theory-based explanations are combined with practice-oriented applications. In accordance with the chosen perspective, the examples given refer to the German market situation. The text is supported by numerous illustrations in overview form. The textbook is aimed at students of business administration ("BWL") with a focus on marketing. In particular, it is also intended for foreign students who want to learn more about the marketing mix in a language they are familiar with, as well as for marketing managers with an international background and/or English as their working language.</subfield></datafield><datafield tag="505" ind1="0" ind2=" "><subfield code="a">Intro -- Table of contents -- List of figures -- Prolog -- Marketing development and marketing instruments -- A. Product policy -- I. Cornerstones of product marketing -- 1. Branded goods -- 2. Positioning -- 3. Market segmentation -- II. Performance mix in marketing -- 1. Idea generation -- 2. Research and development -- 3. Market test -- 4. Product care -- 5. Product elimination -- 6. Packaging -- 7. Customer service -- 8. Product quality -- 9. Property rights -- III. Program design -- 1. Conceptual dimensions -- 2. Program analysis -- 3. Program planning -- B. Price policy</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">I. Countervalue mix in marketing -- 1. Significance for the success of companies -- 2. Mechanics of the price-performance ratio -- 3. Increasing the probability of purchase -- 4. Competition-oriented pricing -- 4.1 Price elasticities as parameters -- 4.2 Price leadership and success -- 5. Demand-oriented pricing -- 5.1 Elements of price interest -- 5.2 Hybrid purchasing behavior -- 5.3 Demand and income effects -- 5.4 Purchasing power as price base -- 6. Operational goal-oriented pricing -- 6.1 Price constancy -- 6.1.1 Premium pricing -- 6.1.2 Discount pricing -- 6.2 Price variation</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">6.2.1 Penetration pricing -- 6.2.2 Skimming pricing -- 6.2.3 Promotional pricing -- 6.3 Price innovation -- 7. Administered pricing -- II. Effective pricing -- 1. Reducing price transparency -- 1.1 Price lines -- 1.2 Price construction kits -- 1.3 Price bundlings -- 1.4 Yield management -- 2. Internal control function of the price -- 2.1 Price compensation policy -- 2.2 Steering prices -- 2.3 Foreign sale disturbances -- 3. Terms and conditions -- 3.1 Terms of payment and delivery -- 3.2 Discounts and surcharges conditions -- C. Promotion policy -- I. Classical advertising media</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">1. Media planning -- 1.1 Framework data -- 1.2 Campaign strategy -- 2. Intermedia comparison -- 2.1 Print advertising media -- 2.1.1 Newspapers -- 2.1.2 Magazines -- 2.1.3 Special print media -- 2.1.4 Special forms of print advertising -- 2.2 Electronic advertising media -- 2.2.1 Television -- 2.2.1.1 TV station landscape -- 2.2.1.2 Special forms of TV advertising -- 2.2.2 Radio -- 2.2.3 Movie theater -- 2.3 Poster advertising media -- 2.3.1 Stationary outdoor media -- 2.3.2 Mobile outdoor media -- 2.3.3 Special forms of outdoor advertising -- 2.4 Adjustment of media profiles</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">3. Procedure for intramedia comparison -- 3.1 Database -- 3.2 Media countings -- 3.3 Problems with the evaluation -- 4. Variables of media tactics -- II. Online media mix -- 1. Web 1.0 media -- 1.1 Corporate website -- 1.1.1 Characteristics -- 1.1.2 Functionalities -- 1.1.3 User guidance -- 1.2 Display advertising -- 1.3 Programmatic advertising -- 1.4 WWW metrics -- 1.5 Targeting routines -- 2. Electronic mail -- 2.1 E-mail service -- 2.2 E-mail functionalities -- 3. Online communities -- 4. Search engines -- 4.1 Types of search engines -- 4.2 Use for marketing -- 5. Web 2.0 media</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">5.1 Social network.</subfield></datafield><datafield tag="650" ind1=" " ind2="0"><subfield code="a">Marketing.</subfield><subfield code="0">http://id.loc.gov/authorities/subjects/sh85081333</subfield></datafield><datafield tag="650" ind1=" " ind2="6"><subfield code="a">Marketing.</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">marketing.</subfield><subfield code="2">aat</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Marketing</subfield><subfield code="2">fast</subfield></datafield><datafield tag="776" ind1="0" ind2="8"><subfield code="i">Print version:</subfield><subfield code="a">Pepels, Werner</subfield><subfield code="t">The 4Ps in Marketing-Mix</subfield><subfield code="d">Berlin : BWV Berliner Wissenschafts-Verlag,c2021</subfield><subfield code="z">9783830551027</subfield></datafield><datafield tag="856" ind1="4" ind2="0"><subfield code="l">FWS01</subfield><subfield code="p">ZDB-4-EBU</subfield><subfield code="q">FWS_PDA_EBU</subfield><subfield code="u">https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=3075865</subfield><subfield code="3">Volltext</subfield></datafield><datafield tag="938" ind1=" " ind2=" "><subfield code="a">ProQuest Ebook Central</subfield><subfield code="b">EBLB</subfield><subfield code="n">EBL6796115</subfield></datafield><datafield tag="938" ind1=" " ind2=" "><subfield code="a">YBP Library Services</subfield><subfield code="b">YANK</subfield><subfield code="n">302545376</subfield></datafield><datafield tag="938" ind1=" " ind2=" "><subfield code="a">EBSCOhost</subfield><subfield code="b">EBSC</subfield><subfield code="n">3075865</subfield></datafield><datafield tag="994" ind1=" " ind2=" "><subfield code="a">92</subfield><subfield code="b">GEBAY</subfield></datafield><datafield tag="912" ind1=" " ind2=" "><subfield code="a">ZDB-4-EBU</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-863</subfield></datafield></record></collection> |
| id | ZDB-4-EBU-on1283851983 |
| illustrated | Not Illustrated |
| indexdate | 2024-11-26T14:49:40Z |
| institution | BVB |
| isbn | 9783830543237 3830543239 |
| language | English |
| oclc_num | 1283851983 |
| open_access_boolean | |
| owner | MAIN DE-863 DE-BY-FWS |
| owner_facet | MAIN DE-863 DE-BY-FWS |
| physical | 1 online resource (258 p.) |
| psigel | ZDB-4-EBU |
| publishDate | 2021 |
| publishDateSearch | 2021 |
| publishDateSort | 2021 |
| publisher | BWV Berliner Wissenschafts-Verlag, |
| record_format | marc |
| spelling | Pepels, Werner. The 4Ps in Marketing-Mix : A German perspective. Berlin : BWV Berliner Wissenschafts-Verlag, 2021. 1 online resource (258 p.) text txt rdacontent computer c rdacarrier online resource cr rdamedia Description based upon print version of record. "The 4 Ps in Marketing-Mix" are part of each marketer's basic knowledge of the subject. Marketing expert Werner Pepels explains the individual instruments of the marketing mix: • Product policy (product marketing, performance mix and program design), • Pricing policy (countervalue mix and effective pricing), • Promotion policy (classical advertising, online media mix and non-classical advertising), • Placing policy (distribution mix and sales operations). Theory-based explanations are combined with practice-oriented applications. In accordance with the chosen perspective, the examples given refer to the German market situation. The text is supported by numerous illustrations in overview form. The textbook is aimed at students of business administration ("BWL") with a focus on marketing. In particular, it is also intended for foreign students who want to learn more about the marketing mix in a language they are familiar with, as well as for marketing managers with an international background and/or English as their working language. Intro -- Table of contents -- List of figures -- Prolog -- Marketing development and marketing instruments -- A. Product policy -- I. Cornerstones of product marketing -- 1. Branded goods -- 2. Positioning -- 3. Market segmentation -- II. Performance mix in marketing -- 1. Idea generation -- 2. Research and development -- 3. Market test -- 4. Product care -- 5. Product elimination -- 6. Packaging -- 7. Customer service -- 8. Product quality -- 9. Property rights -- III. Program design -- 1. Conceptual dimensions -- 2. Program analysis -- 3. Program planning -- B. Price policy I. Countervalue mix in marketing -- 1. Significance for the success of companies -- 2. Mechanics of the price-performance ratio -- 3. Increasing the probability of purchase -- 4. Competition-oriented pricing -- 4.1 Price elasticities as parameters -- 4.2 Price leadership and success -- 5. Demand-oriented pricing -- 5.1 Elements of price interest -- 5.2 Hybrid purchasing behavior -- 5.3 Demand and income effects -- 5.4 Purchasing power as price base -- 6. Operational goal-oriented pricing -- 6.1 Price constancy -- 6.1.1 Premium pricing -- 6.1.2 Discount pricing -- 6.2 Price variation 6.2.1 Penetration pricing -- 6.2.2 Skimming pricing -- 6.2.3 Promotional pricing -- 6.3 Price innovation -- 7. Administered pricing -- II. Effective pricing -- 1. Reducing price transparency -- 1.1 Price lines -- 1.2 Price construction kits -- 1.3 Price bundlings -- 1.4 Yield management -- 2. Internal control function of the price -- 2.1 Price compensation policy -- 2.2 Steering prices -- 2.3 Foreign sale disturbances -- 3. Terms and conditions -- 3.1 Terms of payment and delivery -- 3.2 Discounts and surcharges conditions -- C. Promotion policy -- I. Classical advertising media 1. Media planning -- 1.1 Framework data -- 1.2 Campaign strategy -- 2. Intermedia comparison -- 2.1 Print advertising media -- 2.1.1 Newspapers -- 2.1.2 Magazines -- 2.1.3 Special print media -- 2.1.4 Special forms of print advertising -- 2.2 Electronic advertising media -- 2.2.1 Television -- 2.2.1.1 TV station landscape -- 2.2.1.2 Special forms of TV advertising -- 2.2.2 Radio -- 2.2.3 Movie theater -- 2.3 Poster advertising media -- 2.3.1 Stationary outdoor media -- 2.3.2 Mobile outdoor media -- 2.3.3 Special forms of outdoor advertising -- 2.4 Adjustment of media profiles 3. Procedure for intramedia comparison -- 3.1 Database -- 3.2 Media countings -- 3.3 Problems with the evaluation -- 4. Variables of media tactics -- II. Online media mix -- 1. Web 1.0 media -- 1.1 Corporate website -- 1.1.1 Characteristics -- 1.1.2 Functionalities -- 1.1.3 User guidance -- 1.2 Display advertising -- 1.3 Programmatic advertising -- 1.4 WWW metrics -- 1.5 Targeting routines -- 2. Electronic mail -- 2.1 E-mail service -- 2.2 E-mail functionalities -- 3. Online communities -- 4. Search engines -- 4.1 Types of search engines -- 4.2 Use for marketing -- 5. Web 2.0 media 5.1 Social network. Marketing. http://id.loc.gov/authorities/subjects/sh85081333 Marketing. marketing. aat Marketing fast Print version: Pepels, Werner The 4Ps in Marketing-Mix Berlin : BWV Berliner Wissenschafts-Verlag,c2021 9783830551027 FWS01 ZDB-4-EBU FWS_PDA_EBU https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=3075865 Volltext |
| spellingShingle | Pepels, Werner The 4Ps in Marketing-Mix : A German perspective. Intro -- Table of contents -- List of figures -- Prolog -- Marketing development and marketing instruments -- A. Product policy -- I. Cornerstones of product marketing -- 1. Branded goods -- 2. Positioning -- 3. Market segmentation -- II. Performance mix in marketing -- 1. Idea generation -- 2. Research and development -- 3. Market test -- 4. Product care -- 5. Product elimination -- 6. Packaging -- 7. Customer service -- 8. Product quality -- 9. Property rights -- III. Program design -- 1. Conceptual dimensions -- 2. Program analysis -- 3. Program planning -- B. Price policy I. Countervalue mix in marketing -- 1. Significance for the success of companies -- 2. Mechanics of the price-performance ratio -- 3. Increasing the probability of purchase -- 4. Competition-oriented pricing -- 4.1 Price elasticities as parameters -- 4.2 Price leadership and success -- 5. Demand-oriented pricing -- 5.1 Elements of price interest -- 5.2 Hybrid purchasing behavior -- 5.3 Demand and income effects -- 5.4 Purchasing power as price base -- 6. Operational goal-oriented pricing -- 6.1 Price constancy -- 6.1.1 Premium pricing -- 6.1.2 Discount pricing -- 6.2 Price variation 6.2.1 Penetration pricing -- 6.2.2 Skimming pricing -- 6.2.3 Promotional pricing -- 6.3 Price innovation -- 7. Administered pricing -- II. Effective pricing -- 1. Reducing price transparency -- 1.1 Price lines -- 1.2 Price construction kits -- 1.3 Price bundlings -- 1.4 Yield management -- 2. Internal control function of the price -- 2.1 Price compensation policy -- 2.2 Steering prices -- 2.3 Foreign sale disturbances -- 3. Terms and conditions -- 3.1 Terms of payment and delivery -- 3.2 Discounts and surcharges conditions -- C. Promotion policy -- I. Classical advertising media 1. Media planning -- 1.1 Framework data -- 1.2 Campaign strategy -- 2. Intermedia comparison -- 2.1 Print advertising media -- 2.1.1 Newspapers -- 2.1.2 Magazines -- 2.1.3 Special print media -- 2.1.4 Special forms of print advertising -- 2.2 Electronic advertising media -- 2.2.1 Television -- 2.2.1.1 TV station landscape -- 2.2.1.2 Special forms of TV advertising -- 2.2.2 Radio -- 2.2.3 Movie theater -- 2.3 Poster advertising media -- 2.3.1 Stationary outdoor media -- 2.3.2 Mobile outdoor media -- 2.3.3 Special forms of outdoor advertising -- 2.4 Adjustment of media profiles 3. Procedure for intramedia comparison -- 3.1 Database -- 3.2 Media countings -- 3.3 Problems with the evaluation -- 4. Variables of media tactics -- II. Online media mix -- 1. Web 1.0 media -- 1.1 Corporate website -- 1.1.1 Characteristics -- 1.1.2 Functionalities -- 1.1.3 User guidance -- 1.2 Display advertising -- 1.3 Programmatic advertising -- 1.4 WWW metrics -- 1.5 Targeting routines -- 2. Electronic mail -- 2.1 E-mail service -- 2.2 E-mail functionalities -- 3. Online communities -- 4. Search engines -- 4.1 Types of search engines -- 4.2 Use for marketing -- 5. Web 2.0 media Marketing. http://id.loc.gov/authorities/subjects/sh85081333 Marketing. marketing. aat Marketing fast |
| subject_GND | http://id.loc.gov/authorities/subjects/sh85081333 |
| title | The 4Ps in Marketing-Mix : A German perspective. |
| title_auth | The 4Ps in Marketing-Mix : A German perspective. |
| title_exact_search | The 4Ps in Marketing-Mix : A German perspective. |
| title_full | The 4Ps in Marketing-Mix : A German perspective. |
| title_fullStr | The 4Ps in Marketing-Mix : A German perspective. |
| title_full_unstemmed | The 4Ps in Marketing-Mix : A German perspective. |
| title_short | The 4Ps in Marketing-Mix : |
| title_sort | 4ps in marketing mix a german perspective |
| title_sub | A German perspective. |
| topic | Marketing. http://id.loc.gov/authorities/subjects/sh85081333 Marketing. marketing. aat Marketing fast |
| topic_facet | Marketing. marketing. Marketing |
| url | https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=3075865 |
| work_keys_str_mv | AT pepelswerner the4psinmarketingmixagermanperspective AT pepelswerner 4psinmarketingmixagermanperspective |