Marketing: Prozess- und praxisorientierte Grundlagen

Peter M. Runia; Frank Wahl; Olaf Geyer; Christian Thewißen

Book

Marketing

Prozess- und praxisorientierte Grundlagen

Peter M. Runia , Frank Wahl , Olaf Geyer and Christian Thewißen

Language: German

Published/Copyright: 2019

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This book is in the series

De Gruyter Studium

About this book

This proven hands-on textbook clearly presents the basics of conceptual marketing with a focus on the classical aspects for work in consumer goods: analysis, objectives, strategies, marketing mixes, assessment, and planning. The fifth edition contains added material on important aspects of digitalization such as digital out-of-home advertising and influencer marketing.

Konzeptionelle Grundlagen für Theorie und Praxis
Kompakt und klar strukturiert
Klare Definitionen der Marketing-Fachbegriffe
Konkrete Praxisbeispiele
5. Aufl. mit Aspekten der Digitalisierung innerhalb der relevanten Themenbereiche

Author / Editor information

Peter M. Runia, Frank Wahl, FOM; Olaf Geyer, Advancy; Christian Thewißen, EnBW

Topics

Business and Economics Business Management Marketing, Sales, Customer Relations

Frontmatter Publicly Available Download PDF	I
Inhalt Publicly Available Download PDF	V
Vorwort zur 5. Auflage Publicly Available Download PDF	XI
Vorwort zur 4. Auflage Publicly Available Download PDF	XII
Vorwort zur 3. Auflage Publicly Available Download PDF	XIII
Vorwort zur 2. Auflage Publicly Available Download PDF	XIV
Vorwort zur 1. Auflage Publicly Available Download PDF	XV
Abbildungsverzeichnis Publicly Available Download PDF	XVII
Tabellenverzeichnis Publicly Available Download PDF	XXI
Abkürzungsverzeichnis Publicly Available Download PDF	XXIII
I. Grundlagen des Marketings
1. Grundlegende Merkmale und Definitionen Requires Authentication Unlicensed Licensed	1
2. Entwicklungslinien der Marketingtheorie Requires Authentication Unlicensed Licensed	9
3. Marketingmanagement und Marketingprozess Requires Authentication Unlicensed Licensed	11
II. Marketinganalyse
1. Umweltanalyse Requires Authentication Unlicensed Licensed	17
2. Marktanalyse Requires Authentication Unlicensed Licensed	23
3. Unternehmensanalyse Requires Authentication Unlicensed Licensed	71
4. SWOT-Analyse/Key-Issue-Matrix Requires Authentication Unlicensed Licensed	79
III. Zielsystem des Unternehmens
Einleitung Requires Authentication Unlicensed Licensed	85
1. Vision und Mission Requires Authentication Unlicensed Licensed	87
2. Unternehmensziele Requires Authentication Unlicensed Licensed	91
3. Marketingziele Requires Authentication Unlicensed Licensed	93
IV. Marketingstrategien
1. Systematik der Marketingstrategien Requires Authentication Unlicensed Licensed	97
2. Wettbewerbsstrategien Requires Authentication Unlicensed Licensed	101
3. STP-Strategien Requires Authentication Unlicensed Licensed	109
4. Weitere Strategiemodelle Requires Authentication Unlicensed Licensed	147
V. Marketinginstrumente
1. Substrategische Dimension der Markenpolitik Requires Authentication Unlicensed Licensed	169
2. Markenidentität und Markenimage Requires Authentication Unlicensed Licensed	173
3. Systematik des Marketingmix Requires Authentication Unlicensed Licensed	183
4. Produktpolitik Requires Authentication Unlicensed Licensed	187
5. Kontrahierungspolitik Requires Authentication Unlicensed Licensed	225
6. Distributionspolitik Requires Authentication Unlicensed Licensed	257
7. Kommunikationspolitik Requires Authentication Unlicensed Licensed	289
VI. Marketingkontrolle
Einleitung Requires Authentication Unlicensed Licensed	373
VII. Marketingplanung
Einleitung Requires Authentication Unlicensed Licensed	381
1. Marketingkonzept nach Becker Requires Authentication Unlicensed Licensed	383
2. Inhalte eines Marketingplans Requires Authentication Unlicensed Licensed	387
Literaturverzeichnis Requires Authentication Unlicensed Licensed	391
Stichwortregister Requires Authentication Unlicensed Licensed	399
Zu den Autoren Requires Authentication Unlicensed Licensed	405

Publishing information

Pages and Images/Illustrations in book

eBook published on:

March 4, 2019

eBook ISBN:

9783110584677

Edition:

5. Auflage

Pages and Images/Illustrations in book

Front matter:

24

Main content:

406

Illustrations:

104

Tables:

23

https://doi.org/10.1515/9783110584677

eBook ISBN: 9783110584677

Audience(s) for this book

Studierende der BWL mit Schwerpunkt Marketing.

Marketing

Overview

About this book

Author / Editor information

Topics

Table of contents

Bibliographic data