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...

In diesem Buch lüften YouTube-Legende Oguz Yilmaz von Y-Titty und Marketing-Professor Marc Oliver Opresnik die Geheimnisse erfolgreichen YouTube-Marketings: Sie zeigen, wie dieses Medium in eine moderne digitale Marketingstrategie integriert wird. Mit YouTube als eine der wichtigsten Social...

Vorwort -- 1. Grundlagen -- 2. Konsumentenverhalten -- 3. Marktsegmentierung -- 4. Marktforschung -- 5. Produktpolitik -- 6. Preispolitik -- 7. Kommunikationspolitik -- 8. Distributionspolitik -- Literatur- und Stichwortverzeichnis -- Über die Autoren.