The Quintessence Of Marketing

Author : Nils Bickhoff,Svend Hollensen,Marc Opresnik
Publisher : Springer
Page : 144 pages
File Size : 49,8 Mb
Release : 2014-07-02
Category : Business & Economics
ISBN : 9783642454448

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The Quintessence of Marketing by Nils Bickhoff,Svend Hollensen,Marc Opresnik Pdf

What actually is marketing? Many people think of marketing as only sales and advertising because every day we are bombarded with TV commercials, flyers, catalogues, sales calls, and commercial e-mail. However, selling and advertising are only one element of marketing. Today, marketing must be understood not in the old sense of making a sale but in a contemporary and holistic sense of satisfying customer needs. In this book the authors develop the Quintessential Marketing Arena by following the logic of the three major steps of the marketing process. Along this process they present the fourteen most important marketing instruments that occur during this process. Having read this book: You will have a basic understanding of marketing and the process of marketing management You will know the most important marketing instruments and how they interact You can develop your own marketing plan based on the Quintessential Marketing Arena

Author : Nils Bickhoff,Svend Hollensen,Marc Oliver Opresnik
Publisher : Unknown
Page : 152 pages
File Size : 44,6 Mb
Release : 2014-07-31
Category : Electronic
ISBN : 3642454453

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The Quintessence of Marketing by Nils Bickhoff,Svend Hollensen,Marc Oliver Opresnik Pdf

Author : Philip Kotler,Roland Berger,Nils Bickhoff
Publisher : Springer
Page : 113 pages
File Size : 53,8 Mb
Release : 2016-05-18
Category : Business & Economics
ISBN : 9783662484906

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The Quintessence of Strategic Management by Philip Kotler,Roland Berger,Nils Bickhoff Pdf

This book provides practitioners with a basic understanding of strategy and the process of strategic management. Using academic foundations and best practices from business life, the authors present the most important strategy tools and how they interact. The book gives a concise overview over the focal areas and considerations of strategy in practice. It enables managers to analyze and interpret business information with regard to the underlying strategic notions. A hands-on introduction to strategic management by leading marketing authority Philip Kotler, top management consultancy founder Roland Berger, and strategy expert Nils Bickhoff.

Author : Stefan Hase,Corinna Busch
Publisher : Springer
Page : 131 pages
File Size : 49,8 Mb
Release : 2017-08-04
Category : Business & Economics
ISBN : 9783319611747

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The Quintessence of Sales by Stefan Hase,Corinna Busch Pdf

This book from the Quintessence series offers essential know-how on the theory and practice of sales, the main turnover and value driver of any business. Sales can be seen as the “front line” where key business successes are prepared and put into practice. Sales managers and salespeople, but also professionals from production, technology, and marketing will benefit from the concise presentation of the relevant topics. Having read this book, you should have a good understanding of the key stages of the sales process from acquiring new clients (or selling to old ones) to closing the deal, and be familiar with the most typical sales performance issues described here. Moreover, in order to create a strong sales environment, you will know which qualities are needed both by sales leaders and ideal salespersons, and how to build a winning sales team and a high-quality sales organisation. Finally, by applying the principles of sales-centric business management, you will be readily equipped for immediate and lasting sales success.

Author : Ahmad Jamal,Lisa Peñaloza,Michel Laroche
Publisher : Routledge
Page : 362 pages
File Size : 50,6 Mb
Release : 2015-06-19
Category : Business & Economics
ISBN : 9781136164224

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The Routledge Companion to Ethnic Marketing by Ahmad Jamal,Lisa Peñaloza,Michel Laroche Pdf

The globalization of marketing has brought about an interesting paradox: as the discipline becomes more global, the need to understand cultural differences becomes all the more crucial. This is the challenge in an increasingly international marketplace and a problem that the world's most powerful businesses must solve. From this challenge has grown the exciting discipline of ethnic marketing, which seeks to understand the considerable opportunities and challenges presented by cultural and ethnic diversity in the marketplace. To date, scholarship in the area has been lively but disparate. This volume brings together cutting-edge research on ethnic marketing from thought leaders across the world. Each chapter covers a key theme, reflecting the increasing diversity of the latest research, including models of culture change, parenting and socialization, responses to web and advertising, role of space and social innovation in ethnic marketing, ethnic consumer decision making, religiosity, differing attitudes to materialism, acculturation, targeting and ethical and public policy issues. The result is a solid framework and a comprehensive reference point for consumer researchers, students, and practitioners.

Author : Michael John Baker
Publisher : Taylor & Francis
Page : 752 pages
File Size : 51,8 Mb
Release : 2001
Category : Marketing
ISBN : 0415213983

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Marketing by Michael John Baker Pdf

Author : Thorsten Hennig-Thurau,Ursula Hansen
Publisher : Springer Science & Business Media
Page : 454 pages
File Size : 50,8 Mb
Release : 2013-06-29
Category : Business & Economics
ISBN : 9783662097458

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Relationship Marketing by Thorsten Hennig-Thurau,Ursula Hansen Pdf

Relationship Marketing provides a comprehensive overview of the fundamentals and important recent developments in this fast-growing field. "This book makes a landmark contribution in assembling some of the best contemporary thinking about relationship marketing illustrated with concrete descriptions of companies in the automobile industry, consumer electronics, public utilities and so on, which are implementing relationship marketing. I highly recommend this to all companies who want to see what their future success will require." PROF. PHILIP KOTLER, NORTHWESTERN UNIVERSITY, ILLINOIS

Author : Iveta Merlinova
Publisher : CINNAM
Page : 253 pages
File Size : 46,9 Mb
Release : 2015
Category : Business & Economics
ISBN : 9788890884214

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Molecular Marketing. Market Leadership Creative Modeling by Iveta Merlinova Pdf

Author : Philip Kotler,Roland Berger,Nils Bickhoff
Publisher : Springer Science & Business Media
Page : 133 pages
File Size : 42,7 Mb
Release : 2010-08-23
Category : Business & Economics
ISBN : 9783642145445

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The Quintessence of Strategic Management by Philip Kotler,Roland Berger,Nils Bickhoff Pdf

Having read this book: You will have a basic understanding of strategy and the process of strategic management. You will know the most important strategy tools (incl. the respective original literature) and how they interact. You will be aware of the focal areas and considerations of strategy in practice. You will be able to analyze and interpret business information with regard to the underlying strategic notions.

Author : Stephen Brown,Bill Clarke,Anne Marie Doherty
Publisher : Routledge
Page : 316 pages
File Size : 44,9 Mb
Release : 2003-09-02
Category : Business & Economics
ISBN : 9781134669738

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Romancing the Market by Stephen Brown,Bill Clarke,Anne Marie Doherty Pdf

Romancing the Market is a radical rethinking of marketing understanding. The book contains essays by an international selection of the most creative contemporary marketing scholars.

Author : Anonim
Publisher : Penerbit NEM
Page : 123 pages
File Size : 40,6 Mb
Release : 2024-02-07
Category : Electronic
ISBN : 9786231151889

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Marketing and Service Innovation Interaction by Anonim Pdf

This book discusses dynamic capability of marketing and service innovation in the hotel industry as a learning tool and guidebook. It is the author’s hope that this book can contribute to supporting the learning process in the dynamic capability approach in hospitality and service industries.

Author : Michael Szycher
Publisher : CRC Press
Page : 556 pages
File Size : 47,7 Mb
Release : 2018-09-04
Category : Business & Economics
ISBN : 9781351736367

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Szycher’s Practical Handbook of Entrepreneurship and Innovation by Michael Szycher Pdf

This practical and comprehensive handbook offers step-by-step instruction, guiding entrepreneurs of innovative technology startups all the way from idea to profitability. With its easy-to-follow format aimed at both experienced as well as novice entrepreneurs, this book covers all technical, financial, legal, and governmental hurdles facing startups. It discusses common causes of business failure and points out the pitfalls to avoid in getting innovative technology successfully to market.

Author : Dennis, Michelle,Halbert, James
Publisher : IGI Global
Page : 388 pages
File Size : 51,8 Mb
Release : 2023-02-17
Category : Computers
ISBN : 9781668451915

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Community Engagement in the Online Space by Dennis, Michelle,Halbert, James Pdf

Since the advent of the internet, online communities have emerged as a way for users to share their common interests and connect with others with ease. As the possibilities of the online world grew and the COVID-19 pandemic raged across the world, many organizations recognized the utility in not only providing further services online, but also in transitioning operations typically fulfilled in-person to an online space. As society approaches a reality in which most community practices have moved to online spaces, it is essential that community leaders remain knowledgeable on the best practices in cultivating engagement. Community Engagement in the Online Space evaluates key issues and practices pertaining to community engagement in remote settings. It analyzes various community engagement efforts within remote education, online groups, and remote work. This book further reviews the best practices for community engagement and considerations for the optimization of these practices for effective virtual delivery to support emergency environmental challenges, such as pandemic conditions. Covering topics such as community belonging, global health virtual practicum, and social media engagement, this premier reference source is an excellent resource for program directors, faculty and administrators of both K-12 and higher education, students of higher education, business leaders and executives, IT professionals, online community moderators, librarians, researchers, and academicians.

Author : Michael Szycher
Publisher : CRC Press
Page : 425 pages
File Size : 42,9 Mb
Release : 2016-12-19
Category : Medical
ISBN : 9781315353036

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Commercialization Secrets for Scientists and Engineers by Michael Szycher Pdf

Commercializing a knowledge-based product or service requires a realistic, methodical approach combined with a great deal of perseverance. Commercialization Secrets for Scientists and Engineers serves as a high-level guide to answering key questions and critical issues that confront founding entrepreneurs on their quest to commercialize their knowledge-based innovations. It highlights the unique problems shared by all technologists across knowledge-intensive fields and how to overcome the most predictable obstacles faced by technology entrepreneurs. It demystifies the process of commercializing advanced products that require a high degree of specialized knowledge. Typically, these are "disruptive technologies" with the potential to revolutionize whole industries. The book simplifies the launch of high-tech ventures such as pharmaceuticals, genetic and biotechnology products, wireless devices, fuel cells, and minimally invasive medical devices. Additionally, it will help readers bring their disruptive technologies to profitability.

Author : Masaaki (Mike) Kotabe,Kristiaan Helsen
Publisher : John Wiley & Sons
Page : 770 pages
File Size : 52,8 Mb
Release : 2020-01-09
Category : Business & Economics
ISBN : 9781119563112

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Global Marketing Management by Masaaki (Mike) Kotabe,Kristiaan Helsen Pdf

Global Marketing Management, 8th Edition combines academic rigor, contemporary relevance, and student-friendly readability to review how marketing managers can succeed in the increasingly competitive international business environment. This in-depth yet accessible textbook helps students understand state-of-the-art global marketing practices and recognize how marketing managers work across business functions to achieve overall corporate goals. The author provides relevant historical background and offers logical explanations of current trends based on information from marketing executives and academic researchers around the world. Designed for students majoring in business, this thoroughly updated eighth edition both describes today's multilateral realities and explores the future of marketing in a global context. Building upon four main themes, the text discusses marketing management in light of the drastic changes the global economy has undergone, the explosive growth of information technology and e-commerce, the economic and political forces of globalization, and the various consequences of corporate action such as environmental pollution, substandard food safely, and unsafe work environments. Each chapter contains review and discussion questions to encourage classroom participation and strengthen student learning.