Marketing Insights from A to Z - 80 Concepts Every Manager Needs to Know
von: Philip Kotler
Wiley, 2003
ISBN: 9780471432708
Sprache: Englisch
226 Seiten, Download: 950 KB
Format: PDF, auch als Online-Lesen
geeignet für:
Typ: A (einfacher Zugriff)
| Marketing Insights from A to Z | 5 | ||
| Preface | 11 | ||
| Introduction | 13 | ||
| Contents | 17 | ||
| Advertising | 21 | ||
| Brands | 28 | ||
| Business-to-Business Marketing | 35 | ||
| Change | 36 | ||
| Communication and Promotion | 38 | ||
| Companies | 40 | ||
| Competitive Advantage | 42 | ||
| Competitors | 43 | ||
| Consultants | 45 | ||
| Corporate Branding | 46 | ||
| Creativity | 47 | ||
| Customer Needs | 50 | ||
| Customer Orientation | 52 | ||
| Customer Relationship Management (CRM) | 54 | ||
| Customers | 56 | ||
| Customer Satisfaction | 61 | ||
| Database Marketing | 63 | ||
| Design | 66 | ||
| Differentiation | 69 | ||
| Direct Mail | 72 | ||
| Distribution and Channels | 73 | ||
| Employees | 77 | ||
| Entrepreneurship | 80 | ||
| Experiential Marketing | 81 | ||
| Financial Marketing | 82 | ||
| Focusing and Niching | 84 | ||
| Forecasting and the Future | 86 | ||
| Goals and Objectives | 88 | ||
| Growth Strategies | 90 | ||
| Guarantees | 94 | ||
| Image and Emotional Marketing | 96 | ||
| Implementation and Control | 97 | ||
| Information and Analytics | 100 | ||
| Innovation | 103 | ||
| Intangible Assets | 106 | ||
| International Marketing | 107 | ||
| Internet and E-Business | 111 | ||
| Leadership | 114 | ||
| Loyalty | 117 | ||
| Management | 119 | ||
| Marketing Assets and Resources | 121 | ||
| Marketing Department Interfaces | 122 | ||
| Marketing Ethics | 126 | ||
| Marketing Mix | 128 | ||
| Marketing Plans | 132 | ||
| Marketing Research | 135 | ||
| Marketing Roles and Skills | 139 | ||
| Markets | 141 | ||
| Media | 143 | ||
| Mission | 144 | ||
| New Product Development | 146 | ||
| Opportunity | 148 | ||
| Organization | 150 | ||
| Outsourcing | 151 | ||
| Performance Measurement | 153 | ||
| Positioning | 155 | ||
| Price | 158 | ||
| Products | 160 | ||
| Profits | 162 | ||
| Public Relations | 165 | ||
| Quality | 167 | ||
| Recession Marketing | 169 | ||
| Relationship Marketing | 171 | ||
| Retailers and Vendors | 174 | ||
| Sales Force | 177 | ||
| Sales Promotion | 180 | ||
| Segmentation | 182 | ||
| Selling | 184 | ||
| Service | 187 | ||
| Sponsorship | 189 | ||
| Strategy | 191 | ||
| Success and Failure | 195 | ||
| Suppliers | 196 | ||
| Target Markets | 197 | ||
| Technology | 198 | ||
| Telemarketing and Call Centers | 199 | ||
| Trends in Marketing Thinking and Practice | 201 | ||
| Value | 203 | ||
| Word of Mouth | 205 | ||
| Zest | 207 | ||
| Notes | 209 | ||
| Index | 215 |
