Download e-book for kindle: Marketing : eine Einführung in die marktorientierte by Rainer Olbrich

By Rainer Olbrich

ISBN-10: 3540235779

ISBN-13: 9783540235774

Das Buch führt in komprimierter und verständlicher shape in die wichtigsten Planungsprozesse des advertising and marketing ein. Es vermittelt in besonderer Weise ein klares Grundverständnis der Marketing-Lehre. Zu diesem Zweck werden die Inhalte an übersichtlichen und klaren Planungsschrittfolgen orientiert. Das Buch eignet sich daher hervorragend als grundlegender Lehrtext für betriebswirtschaftliche Studiengänge an Hochschulen. Darüber hinaus eignet es sich aufgrund seiner übersichtlichen Schwerpunktlegung auf die wesentlichen marktorientierten Planungsprozesse vorzüglich für die berufsbegleitende Weiterbildung und die unternehmerische Praxis. TOCÜberblick über die behandelten Problembereiche.- Die historische Entwicklung der Marketing-Lehre".- Der moderne", prozessorientierte Ansatz des Marketing.- Konzeptionelle Grundlagen der Marketingplanung.- Klassische Prognosemodelle in der Marketingplanung.- Die Planung der Marketinginstrumente.- Sektorales Marketing.- Lösungsskizzen zu den Übungsaufgaben

Show description

Internes Marketing in Dienstleistungsnetzwerken: Konzeption by Manuel Michaelis PDF

By Manuel Michaelis

ISBN-10: 3834917567

ISBN-13: 9783834917560

ISBN-10: 3834982725

ISBN-13: 9783834982728

Internes advertising gilt als etablierter Managementansatz, um das Verhalten interner Zielgruppen innerhalb eines Unternehmens zu steuern. Manuel Michaelis überträgt das Konzept des internen Marketings auf Dienstleistungsnetzwerke und entwickelt ein Modell zur Messung der Effektivität und Effizienz interner Marketingmaßnahmen. Dieses liefert wertvolle Informationen für die Segmentierung interner Zielgruppen und ermöglicht einen zielgerichteten Einsatz des internen Marketinginstrumentariums in Dienstleistungsnetzwerken.

Show description

Get Handelsmarketing: Grundlagen der marktorientierten Fuhrung PDF

By Dieter Ahlert

ISBN-10: 3540408711

ISBN-13: 9783540408710

L?ngst spielt der Handel die zentrale Rolle in der Volkswirtschaft, er kann heute als unersetzlich gelten. Zahlreiche Industrieunternehmen der Konsumg?terwirtschaft, vielleicht sogar die meisten, sind heute, gemessen an der Wertsch?pfungsstruktur, nicht mehr prim?r Hersteller (sie ,lassen herstellen’, vornehmlich im Ausland), sondern sie sind prim?r H?ndler. Deshalb ist die Besch?ftigung mit Handelsbetrieben und insbesondere mit Unternehmensnetzwerken in Handel, Distribution und Dienstleistung unerl?sslich. Dieses Buch bietet dem Leser die hierf?r notwendigen Grundlagen der marktorientierten F?hrung von Handelsbetrieben und ber?cksichtigt dabei auch neuere Konzepte wie z.B. den Bereich des Markenmanagements im Handel.

Show description

New PDF release: Handbook of Quality-of-Life Research: An Ethical Marketing

By M. Joseph Sirgy

ISBN-10: 9048158915

ISBN-13: 9789048158911

ISBN-10: 9401598371

ISBN-13: 9789401598378

This guide offers scholars of quality-of-life (QOL) examine with an knowing of the way QOL learn may be carried out from a moral advertising standpoint - a standpoint in keeping with optimistic social switch. The guide covers theoretical, philosophical, and size matters in QOL learn. The instruction manual additionally techniques chosen QOL stories with regards to a variety of populations in quite a few lifestyles domain names. the selling procedure is very pragmatic since it permits social and behavioral scientists from any self-discipline to use advertising ideas to devise social swap and examine the influence of intervention suggestions at the QOL of exact populations.

Show description

Download e-book for kindle: International Direct Marketing: Principles, Best Practices, by Manfred Krafft, Jürgen Hesse, Jürgen Höfling, Kay Peters,

By Manfred Krafft, Jürgen Hesse, Jürgen Höfling, Kay Peters, Diane Rinas

ISBN-10: 3540396314

ISBN-13: 9783540396314

This e-book is the 1st to concentration completely on foreign direct advertising (IDM), integrating state of the art wisdom, most sensible perform and designated info. the 1st half is a accomplished, well-structured evaluation, overlaying all proper assets from educational journals to practitioner magazines. the second one half involves top perform examples on a variety of elements of IDM. The 3rd half features a precis of a proprietary customer learn on direct advertising attitudes and affinities throughout 24 international locations world wide, followed by means of country-specific truth sheets for IDM campaigns.

Show description

Mike Meldrum's Key Marketing Concepts PDF

By Mike Meldrum

ISBN-10: 0333645634

ISBN-13: 9780333645635

ISBN-10: 1349138770

ISBN-13: 9781349138777

Marketing in a Nutshell is an easy-to-use fast reference resource for non-marketing experts. Designed as a dip-in advisor, this obtainable e-book should be precious to basic managers, non-qualified retailers and scholars taking a module in advertising along their different reviews. Marketing in a Nutshell makes the authors’ advertising information and professional insights obtainable to all.

  • Dip-in reference structure makes a accomplished powerhouse of promoting wisdom to be had to each non-marketing supervisor at a moment's notice
  • Concise, easy-to-read standalone summaries of key advertising rules, suggestions, instruments and techniques
  • Credible and specialist advertising insights from prime advertising and marketing specialists in particular for non-specialists

Show description

Download PDF by Torsten H. Nilson: Customize the Brand: Make it more desirable and profitable

By Torsten H. Nilson

ISBN-10: 0470848227

ISBN-13: 9780470848227

This publication explores the more and more vital subject of brand name development in the one-to-one proposal. It explains the right way to in attaining what all retailers dream a few services or products custom-made for every person shopper that's either a superb worth for the buyer and a ecocnomic enterprise for the manufacturer. It makes use of useful instruments and case experiences to teach how an organization can optimize its model advertising assets.

Show description

Download e-book for kindle: Content Rules: How to Create Killer Blogs, Podcasts, Videos, by Ann Handley, C. C. Chapman

By Ann Handley, C. C. Chapman

ISBN-10: 1118232607

ISBN-13: 9781118232606

The advisor to making attractive web pages and construction a faithful following, revised and up to date Blogs, YouTube, fb, Twitter, Google+, and different systems are giving each person a "voice," together with firms and their shoppers. So how do you create the tales, video clips, and web publication posts that domesticate enthusiasts, arouse ardour on your service or product, and ignite what you are promoting? content material ideas equips you for on-line good fortune as a one-stop resource at the paintings and technology of constructing content material that folks care approximately. This insurance is interwoven with case stories of businesses effectively spreading their principles on-line and utilizing them to set up credibility and construct a faithful shopper base. * locate an real "voice" and craft daring content material that would resonate with customers and purchasers and inspire them to proportion it with others * Leverage social media and social instruments to get your content material and ideas allotted as extensively as attainable * comprehend why you're producing content material attending to the beef of your message in functional, common sense language, and defining the ambitions of your content material technique * Write in a fashion that powerfully communicates your provider, product, or message throughout quite a few net mediums * enhance your on-line presence and have interaction with buyers and customers like by no means ahead of with content material principles.

Show description