Marketing Insights from A to Z - 80 Concepts Every Manager Needs to Know

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: Apple iPad, Android Tablet PC's Online-Lesen PC, MAC, Laptop


 

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Marketing Insights from A to Z - 80 Concepts Every Manager Needs to Know



  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  

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