000 02970nam a22005055i 4500
001 978-3-642-45444-8
003 DE-He213
005 20200420211750.0
007 cr nn 008mamaa
008 140702s2014 gw | s |||| 0|eng d
020 _a9783642454448
_9978-3-642-45444-8
024 7 _a10.1007/978-3-642-45444-8
_2doi
050 4 _aHF5410-5417.5
072 7 _aKJS
_2bicssc
072 7 _aKJSM
_2bicssc
072 7 _aBUS043000
_2bisacsh
082 0 4 _a658.8
_223
100 1 _aBickhoff, Nils.
_eauthor.
245 1 4 _aThe Quintessence of Marketing
_h[electronic resource] :
_bWhat You Really Need to Know to Manage Your Marketing Activities /
_cby Nils Bickhoff, Svend Hollensen, Marc Opresnik.
264 1 _aBerlin, Heidelberg :
_bSpringer Berlin Heidelberg :
_bImprint: Springer,
_c2014.
300 _aVI, 144 p. 46 illus.
_bonline resource.
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
347 _atext file
_bPDF
_2rda
490 1 _aQuintessence Series,
_x2195-4941
505 0 _aMarketing and Marketing Management: A First Basic Understanding -- Step 1 - Market Analysis: Structuring and Evaluating the Market Information -- Step 2 - Strategic and Operative Marketing Planning: Segmenting, Targeting, Positioning -- Step 3 - Marketing Implementation: Executing the Marketing Plan -- Conclusion: Marketing and Railroad Companies.
520 _aWhat 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.
650 0 _aBusiness.
650 0 _aMarketing.
650 0 _aManagement.
650 1 4 _aBusiness and Management.
650 2 4 _aMarketing.
650 2 4 _aManagement.
700 1 _aHollensen, Svend.
_eauthor.
700 1 _aOpresnik, Marc.
_eauthor.
710 2 _aSpringerLink (Online service)
773 0 _tSpringer eBooks
776 0 8 _iPrinted edition:
_z9783642454431
830 0 _aQuintessence Series,
_x2195-4941
856 4 0 _uhttp://dx.doi.org/10.1007/978-3-642-45444-8
912 _aZDB-2-SBE
942 _cEBK
999 _c51208
_d51208