Marketing Management

Klappentext Marketing Management: A Contemporary Perspective provides a fresh new perspective on marketing from some of the leading researchers in Europe. The book offers students and practitioners the comprehensive coverage they need to make the right decisions to create and implement highly successful marketing strategies. This exciting new edition includes updated cases and combines scholarly international research with relevant and contemporary examples from markets and brands across the world. The authors combine their experience as researchers and industry consultants to provide the conceptual and theoretical underpinning of marketing and empirical research, helping students to understand how marketing concepts can be applied and implemented. The book covers a full range of industries including business-to-customer, business-to-business, services marketing, retailing and international marketing from companies around the globe. Inhaltsverzeichnis 1 Setting the Scene for Marketing PART ONE Laying the Groundwork: Shaping Marketing Strategies 2 The Key Aspects of Marketing Strategy 3 Analysis of the Initial Strategic Situation 4 Formulation, Evaluation and Selection of Marketing Strategies End of Part Case Study: Tesla Motors Inc: Silicon Valley is getting started to e-nable mobility for the masses PART TWO The Marketing Mix 5 Product Decisions 6 Pricing: Making Profitable Decisions 7 Sales Decisions 8 Communication Decisions 9 Tying the Knot with Customers End of Part Case Study: Jagermeister: Teaching an Old Brand New Tricks PART THREE Marketing in Specific Contexts 10 Business-to-Business Marketing 11 Marketing of Services 12 International Marketing End of Part Case Study How Amazon Establishes a Global Reach in E-Tailing PART FOUR Marketing Implementation 13 Marketing and Sales Organization 14 Marketing and Sales Information Systems 15 Marketing and Sales Management Control 16 Human Resource Management in Marketing and Sales 17 Market Orientation End of Part Case Study: Nespresso: How Market Orientation helps create and protect an iconic brand End of Part Case Study: How IBM reinvented itself Appendix: Theories and Technique...

Autorentext
Christian Homburg holds a B.Sc. and M.Sc. in Mathematics and Business Administration and a Ph.D. in Business. From 1989 to 1992 he worked in the industry, serving as a director for strategic planning, marketing and controlling in an international company. In 1995, he received his habilitation degree and soon afterwards, he joined the faculty at the private Koblenz School of Corporate Management (WHU Koblenz in Vallendar, Germany) as a Professor of Marketing. Since 1999, he is on the faculty at the University of Mannheim. Prof. Dr. Christian Homburg is currently serving as co-chair of the marketing department and as the director of the Institute for Market-Oriented Management (IMU). In 2006, he received an honorary doctor from the Copenhagen Business School. His research interests include market-oriented management, customer relationship management and sales management.

He has published numerous articles in the Journal of Marketing, Journal of Marketing Research, Strategic Management Journal, Journal of the Academy of Marketing Science, and International Journal of Research in Marketing, and is author of many books. Professor Homburg is also founder and chair of the Advisory Board of Professor Homburg & Partner. Since 1991, this company has been consulting on marketing and sales management with major firms in Europe and USA including BASF, Bosch, Degussa, DaimlerChrysler, Deutsche Bank, Dresdner Bank, E.ON, Heidelberger Druckmaschinen, Pfizer, Roche, RWE, Shell, Siemens, St. Gobain and ThyssenKrupp.

Klappentext

Marketing Management: A Contemporary Perspective provides a fresh new perspective on marketing from some of the leading researchers in Europe. The book offers students and practitioners the comprehensive coverage they need to make the right decisions to create and implement highly successful marketing strategies. This exciting new edition includes updated cases and combines scholarly international research with relevant and contemporary examples from markets and brands across the world. The authors combine their experience as researchers and industry consultants to provide the conceptual and theoretical underpinning of marketing and empirical research, helping students to understand how marketing concepts can be applied and implemented. The book covers a full range of industries including business-to-customer, business-to-business, services marketing, retailing and international marketing from companies around the globe.

Inhalt

1 Setting the Scene for MarketingPART ONE Laying the Groundwork: Shaping Marketing Strategies
2 The Key Aspects of Marketing Strategy
3 Analysis of the Initial Strategic Situation
4 Formulation, Evaluation and Selection of Marketing StrategiesEnd of Part Case Study: Tesla Motors Inc: Silicon Valley is getting started to e-nable mobility for the massesPART TWO The Marketing Mix
5 Product Decisions
6 Pricing: Making Profitable Decisions
7 Sales Decisions
8 Communication Decisions
9 Tying the Knot with CustomersEnd of Part Case Study: Jagermeister: Teaching an Old Brand New TricksPART THREE Marketing in Specific Contexts
10 Business-to-Business Marketing
11 Marketing of Services
12 International Marketing
End of Part Case Study How Amazon Establishes a Global Reach in E-TailingPART FOUR Marketing Implementation
13 Marketing and Sales Organization
14 Marketing and Sales Information Systems
15 Marketing and Sales Management Control
16 Human Resource Management in Marketing and Sales
17 Market OrientationEnd of Part Case Study: Nespresso: How Market Orientation helps create and protect an iconic brandEnd of Part Case Study: How IBM reinvented itselfAppendix: Theories and Technique