Sign-In
Cart
Die Marketing-Gleichung
Hardcover
Series: de Gruyter Studium
Publisher Price: $56.00
ISBN13: 9783110426816
Publisher: de Gruyter Oldenbourg
Published: May 27 2015
Pages: 550
Weight: 2.36
Height: 1.19 Width: 6.69 Depth: 9.61
Language: German
Der Stellenwert des klassischen Marketings für den Unternehmenserfolg ist in den letzten Jahren spürbar zurückgegangen. Ziel der in diesem Lehrbuch in bereits 2. Auflage vorgestellten Marketing-Gleichung ist es, ein praxisorientiertes Vorgehen aufzuzeigen, das es ermöglicht, den aktuellen und latenten Herausforderungen für das Marketingmanagement mit einer Denkhaltung zu begegnen, die sich an folgenden Eckpunkten orientiert:
- Strikte Orientierung an den Wünschen und Bedürfnissen des Kunden und nicht nur an der eigenen Produkt- und Technikausrichtung
- Selbstverständnis des Marketingmanagements als strategischer Business Partner
- Betrachtung der Aktivitäten des Marketingmanagements als Wertschöpfungskette mit den entsprechenden Prozessketten und Werttreibern
- Internationale Ausrichtung des Marketingmanagements
- Nutzung der neuen Technologien (Stichwort: digitale Revolution/Transformation) und der Potenziale der veränderten Medienlandschaft
- Stärkere Differenzierung zwischen dem B2C- und dem B2B-Marketing
Dazu werden für jedes Aktionsfeld im Marketing die entscheidenden Aktionsparameter und Werttreiber herausgearbeitet und in mehr als 400 Grafiken und Inserts transparent gemacht. Die Marketing-Gleichung liefert:
- einen innovativen, prozess- und wertorientierten Handlungsrahmen zur Entwicklung von Marketing-Strategien und damit
- wertvolle Impulse für Verantwortliche in den Bereichen Marketing und Unternehmensführung.
Also in
Marketing
Dummies Guide to Starting Your Own Business: Essential Steps to Launching and Scaling a Successful Small Business Venture
Press, Essywrites
Paperback
Revenge of the Tipping Point: Overstories, Superspreaders, and the Rise of Social Engineering
Gladwell, Malcolm
Paperback
Brought to You by: How Corporations Warped the Truth, Conned the Public, and Broke Democracy
Westervelt, Amy
Hardcover
Stupider People Have Done It: Marketing Truths, Career Moves, and Life Advice for Doers
Schwedelson, Jay
Hardcover
Predictable Revenue: Turn Your Business Into a Sales Machine with the $100 Million Best Practices of Salesforce.com
Ross, Aaron
Tyler, Marylou
Hardcover
$100m Lost Chapters: Lost Treasures from $100M Offers, $100M Leads, and $100M Money Models
Hormozi, Alex
Hardcover
Ofertas de $100M: Cómo presentar ofertas tan buenas que la gente sienta que es estúpida si dice que no
Hormozi, Alex
Hardcover
Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers
Moore, Geoffrey A.
Paperback
Prospectos de $100M: Cómo conseguir que los desconocidos quieran comprar lo que vendes
Hormozi, Alex
Paperback
The AI Edge: Sales Strategies for Unleashing the Power of AI to Save Time, Sell More, and Crush the Competition
Blount, Jeb
Iannarino, Anthony
Hardcover
Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life
Sutherland, Rory
Paperback
Odds Are It's Marketing: A Practical Guide to Spotting Trends, Building Strategy, and Driving Growth
Ling, Shanise
Paperback
The Million-Dollar Financial Services Practice: A Proven System for Becoming a Top Producer
Mullen Jr, David J.
Paperback
Inside the Tornado: Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets
Moore, Geoffrey A.
Paperback
Clean Winners: Sustainability Strategy That Puts Customers First
Challagalla, Goutam
Dalsace, Frederic
Hardcover
Cold Calling Sucks (And That's Why It Works): A Step-by-Step Guide to Calling Strangers in Sales
Farrokh, Armand
Cegelski, Nick
Paperback
Predictable Revenue: Turn Your Business Into a Sales Machine with the $100 Million Best Practices of Salesforce.com
Ross, Aaron
Tyler, Marylou
Paperback
The 1-Page Marketing Plan: Get New Customers, Make More Money, and Stand Out from the Crowd
Dib, Allan
Paperback
Revenge of the Tipping Point: Overstories, Superspreaders, and the Rise of Social Engineering
Gladwell, Malcolm
Hardcover
Yes!: 50 Scientifically Proven Ways to Be Persuasive
Cialdini, Robert
Goldstein, Noah J.
Martin, Steve J.
Paperback
El año de 12 semanas: Logra en 12 semanas lo que otros hacen en 12 meses
Moran, Brian P.
Lennington, Michael
Paperback
How Brands Grow 2 Revised Edition: Including Emerging Markets, Services, Durables, B2B and Luxury Brands
Romaniuk, Jenni
Sharp, Bryon
Hardcover
Sales Truth: Debunk the Myths. Apply Powerful Principles. Win More New Sales.
Weinberg, Mike
Paperback
Obviously Awesome: How to Nail Product Positioning so Customers Get it, Buy it, Love it
Dunford, April
Paperback
The Leader's Brain, Updated and Expanded: Unlock Peak Performance in Work and Life with Neuroscience
Platt, Michael
Paperback
2024 Ultimate Guide To E-commerce Growth: 7 Unexpected KPIs To Scale An E-commerce Shop To $10 Million Plus
Hammersley, Ian
Hammersley, Mark
Paperback
What Would Tequila Do?: The Playbook For Thriving Despite Corporate Bullshit. 52 Shots. No Filler.
Campher, Henk
Paperback
Designing Brand Identity: A Comprehensive Guide to the World of Brands and Branding
Wheeler, Alina
Meyerson, Rob
Hardcover
How to Write a Marketing Plan: Define Your Strategy, Plan Effectively and Reach Your Marketing Goals
Westwood, John
Paperback
Satisfaction: How Every Great Company Listens to the Voice of the Customer
Denove, Chris
Power, James
Paperback
Get Clients Now! (Tm): A 28-Day Marketing Program for Professionals, Consultants, and Coaches
Hayden, C.
Paperback
The 22 Immutable Laws of Branding: How to Build a Product or Service Into a World-Class Brand
Ries, Laura
Ries, Al
Paperback
The Human Element: Overcoming the Resistance That Awaits New Ideas
Nordgren, Loran
Schonthal, David
Hardcover
Be a Sequoia, Not a Bonsai: The Seven Growth Secrets of the World's Most Successful Companies
Darveau-Garneau, Nicolas
Hardcover
The AI Marketing Canvas, Second Edition: A Five-Step AI Plan for Marketers
Venkatesan, Rajkumar
Lecinski, Jim
Paperback
Trust Is the Strategy: Building Your Law Firm's Brand With Integrity
Hargroder, Megan
Amarir, Molly
Paperback
Blue Ocean Strategy, Enhanced Edition: How to Create Uncontested Market Space and Make the Competition Irrelevant
Mauborgne, Renée
Kim, W. Chan
Hardcover
Haciendo que el Primer Círculo Funcione: La base para la duplicación en el mercadeo en red
Gage, Randy
Paperback
Marketing 7.0: A Guide for Thinking Marketers in the Age of AI
Kartajaya, Hermawan
Setiawan, Iwan
Kotler, Philip
Hardcover
Why We Buy: The Science of Shopping--Updated and Revised for the Internet, the Global Consumer, and Beyond
Underhill, Paco
Paperback
Day Trading Attention: How to Actually Build Brand and Sales in the New Social Media World
Vaynerchuk, Gary
Hardcover
The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand
Walter, Ekaterina
Gioglio, Jessica
Paperback
The Best Attorney Never Wins: Why Great Lawyers Go Broke and Average Ones Build Empires
Perone, Angelo
Hardcover
Sales EQ: How Ultra High Performers Leverage Sales-Specific Emotional Intelligence to Close the Complex Deal
Blount, Jeb
Hardcover
$100M Offers Summary and Workbook: How To Make Offers So Good People Feel Stupid Saying No
Hormozi, Alex
Hardcover
High-Profit Prospecting: Powerful Strategies to Find the Best Leads and Drive Breakthrough Sales Results
Hunter Csp, Mark
Paperback
One Million Followers, Updated Edition: How I Built a Massive Social Following in 30 Days
Kane, Brendan
Hardcover
Digital Threads: The Small Business and Entrepreneur Playbook for Digital First Marketing
Schaffer, Neal
Paperback
Takeaways: Ideas, Strategies and Encouragement for the Nonprofit Public Relations Professional
Whitt, Marc C.
Hardcover
Storybrand 2.0 Edición Actualizada: Clarifica Tu Mensaje Y Los Clientes Escucharán
Miller, Donald
Paperback
Hbr's 10 Must Reads on Marketing, Updated and Expanded (Featuring Marketing Myopia by Theodore Levitt)
Levitt, Theodore
Reichheld, Fred
Review, Harvard Business
Paperback
When in Doubt, Make Applesauce! Core Habits of the Masterful Public Relations Professional
Whitt, Marc C.
Hardcover
Stories That Stick: How Storytelling Can Captivate Customers, Influence Audiences, and Transform Your Business
Hall, Kindra
Hardcover
The Experience Economy, with a New Preface by the Authors: Competing for Customer Time, Attention, and Money
Gilmore, James H.
Pine II, B. Joseph
Hardcover
Smart Pricing: How Google, Priceline, and Leading Businesses Use Pricing Innovation for Profitabilit
Zhang, Z.
Raju, Jagmohan
Paperback
The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands
Bastien, Vincent
Kapferer, Jean-Noël
Hardcover
The Youtube Formula: How Anyone Can Unlock the Algorithm to Drive Views, Build an Audience, and Grow Revenue
Eves, Derral
Hardcover
Cashvertising: How to Use More Than 100 Secrets of Ad-Agency Psychology to Make Big Money Selling Anything to Anyone
Whitman, Drew Eric
Paperback
No B.S. Guide to Making Them Believe: How John R. Brinkley Used His 21 Lost Marketing Secrets to Build a Notorious Medical Empire and Make Millions
Kennedy, Dan S.
Kessler, Chip
Paperback
Get Found: The No-Fluff Guide to Ranking Higher and Becoming Your Customers' First Choice
Diamante, Matt
Paperback
Focus: How to Plan Strategy and Improve Execution to Achieve Growth
Mittal, Vikas
Sridhar, Shrihari
Hardcover
Agent-Powered Growth: Deploy AI Agents That Build Your Marketing Pipeline 24/7
Sjouwerman, Stu
Hardcover
Obvious Adams (Special Edition): The Story of a Successful Businessman
Updegraff, Robert Rawls
Paperback
How to Become a Rainmaker: The Rules for Getting and Keeping Customers and Clients
Fox, Jeffrey J.
Hardcover
The 22 Immutable Laws of Marketing: Exposed and Explained by the World's Two
Ries, Al
Trout, Jack
Paperback
The Multiply Method: Simple Systems for Building a Solid, Sustainable Network Marketing Team
Robbins, Sarah
Hardcover
Story Business: Why Stories Rule the World and How They Can Reinvent Your Business
McMahon, Gavin
Paperback
Obviously Awesome: How to Nail Product Positioning so Customers Get it, Buy it, Love it
Dunford, April
Hardcover
$100m Lost Chapters: Lost Treasures from $100M Offers, $100M Leads, and $100M Money Models
Hormozi, Alex
Paperback
The Best Story Wins: How to Leverage Hollywood Storytelling in Business and Beyond
Luhn, Matthew
Paperback
AI-Powered Content Marketing and SEO: Impact, Risks, and Strategies for Brands
Halasz, Jenny
Seda, Catherine
Paperback
It's Not About You: Winning New Business In A Crowded Agency World
Boehler, Robin
Boehler, Stephen
Paperback
No B.S. Marketing to the Affluent: No Holds Barred, Take No Prisoners, Guide to Getting Really Rich
Kennedy, Dan S.
Fischer, Martin J.
Paperback
Pick Up the Phone and Sell: How Proactive Calls to Customers and Prospects Can Double Your Sales
Goldfayn, Alex
Hardcover
Any Insights Yet?: Connect the dots. Create new categories. Transform your business.
Kocek, Chris
Paperback
Trust Me, I'm Lying: Confessions of a Media Manipulator (Large Print Edition)
Holiday, Ryan
Paperback
Wholesale MBA: How to Sell Consumer Goods to Distributors, Retailers, and Consumers
Piancone, Sandro
Olson, Jorge S.
Paperback
How to Write an Exceptional Business Plan: A Step-by-Step Guide to Winning Investors, Lenders, and Success
Cheeks, Ashley
Paperback
Design Research Mastery: How to Lead Research That Builds Buy-In and Great Products
Fortier, Sara
Paperback
Build Your Beverage Empire - Third Edition: Start Your New Beverage Business
Olson, Jorge S.
Paperback
Duct Tape Marketing Revised and Updated: The World's Most Practical Small Business Marketing Guide
Jantsch, John
Paperback
Get Together: How to Build a Community with Your People
Richardson, Bailey
Huynh, Kevin
Sotto, Kai Elmer
Hardcover
The Visible Expert Revolution: How to Turn Ordinary Experts into Thought Leaders, Rainmakers and Industry Superstars
Harr, Elizabeth
Feldman, Karl
Frederiksen, Lee
Paperback
Valuable and Visible: Redefining Personal Branding by Leading with Impact Over Image
Errecarte, Vanessa
Hardcover
The Growth Dilemma: Managing Your Brand When Different Customers Want Different Things
Hamilton, Ryan
Wilson, Annie
Hardcover
Sponsor Magnet: How to Attract, Price, & Execute Your Dream Brand Partnerships
Moore, Justin
Paperback
Exceptional Experiences: Five Luxury Levers to Elevate Every Aspect of Your Business
James, Neen
Hardcover
Marketing Made Simple: A Step-By-Step Storybrand Guide for Any Business
Miller, Donald
Peterson, J. J.
Paperback
The Youtube Formula: How Anyone Can Unlock the Algorithm to Drive Views, Build an Audience, and Grow Revenue
Eves, Derral
Hardcover
Objections: The Ultimate Guide for Mastering the Art and Science of Getting Past No
Blount, Jeb
Hardcover
The Power of Broke: How Empty Pockets, a Tight Budget, and a Hunger for Success Can Become Your Greatest Competitive Advantage
Paisner, Daniel
John, Daymond
Paperback