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The Quintessence of Marketing
What You Really Need to Know to Manage Your Marketing Activities
Langbeschreibung
What 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.
Inhaltsverzeichnis
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 Plan.- Conclusion: Marketing and Railroad Companies.
Prof. Dr. Nils Bickhoff holds an M.Sc. and a Ph.D. in business ad-ministration and began his career as a consultant with Roland Berger Strategy Consultants in 1995. He advised international clients on matters of strategy, organization, branding and corporate finance, and was also responsible for Roland Berger's global research & development activities. In 2005 he founded his own company and has since been advising top managers on all issues of strategic management. Nils Bickhoff has authored and published management books in several languages, is editor of the "Quintessence" series, gives lectures and seminars and is Professor of Strategy and Marketing at Euro-FH (University of Applied Sciences).
ISBN-13:
9783642454448
Veröffentl:
2014
Seiten:
144
Autor:
Nils Bickhoff
Serie:
Quintessence Series
eBook Typ:
PDF
eBook Format:
EPUB
Kopierschutz:
1 - PDF Watermark
Sprache:
Englisch
48,14 €*
Lieferzeit: Sofort lieferbar
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