Marketing 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...

Das Buch behandelt eines der wichtigsten und aktuellsten Themenfelder des modernen Marketing-Managements. Der Ansatz verbindet dabei den "neuen" Ansatz des "Relationship Marketing" mit dem klassischen Ansatz der strategischen Marketingplanung. Die Struktur des Buches orientiert sich an den...

Defining marketing and the marketing process -- Marketing : creating and capturing customer value -- Company and marketing strategy : partnering to build customer value and relationships -- Understanding the marketplace and customer value -- Analyzing the marketing environment -- Managing...

"Today's marketing is all about creating customer value and engagement in a fast-changing, increasingly digital and social marketplace. Marketing starts with understanding consumer needs and wants, determining which target markets the organization can serve best, and developing a compelling...

Introduction -- How You Learn to Successfully Negotiate -- Prepare for the Negotiation in Advance -- Gain Self-Motivation Through the Right Attitude -- Create Confidence and a Positive Basis for Discussion by the Proper Greeting -- Find Out the Objectives of Your Negotiating Partner -- Always...