The 4Ps in marketing-mix a German perspective
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| 005 | 20221212 | ||
| 007 | t| | ||
| 008 | 220422s2021 gw a||| |||| 00||| eng d | ||
| 015 | |a 21,N39 |2 dnb | ||
| 015 | |a 22,A07 |2 dnb | ||
| 016 | 7 | |a 1241906343 |2 DE-101 | |
| 020 | |a 9783830551027 |c Broschur : EUR 19.00 (DE) |9 978-3-8305-5102-7 | ||
| 020 | |a 3830551029 |9 3-8305-5102-9 | ||
| 024 | 3 | |a 9783830551027 | |
| 028 | 5 | 2 | |a Bestellnummer: 5102 |
| 035 | |a (OCoLC)1296950889 | ||
| 035 | |a (DE-599)DNB1241906343 | ||
| 040 | |a DE-604 |b ger |e rda | ||
| 041 | 1 | |a eng |h ger | |
| 044 | |a gw |c XA-DE-BE | ||
| 049 | |a DE-573 |a DE-1028 | ||
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| 084 | |a WIR 800 |2 stub | ||
| 084 | |8 1\p |a 650 |2 23sdnb | ||
| 100 | 1 | |a Pepels, Werner |d 1952- |e Verfasser |0 (DE-588)115496688 |4 aut | |
| 240 | 1 | 0 | |a Die 4 P im Marketing |
| 245 | 1 | 0 | |a The 4Ps in marketing-mix |b a German perspective |c Werner Pepels |
| 264 | 1 | |a Berlin |b Berliner Wissenschafts-Verlag |c [2021] | |
| 300 | |a XVIII, 235 Seiten |b Illustrationen |c 23 cm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 0 | 7 | |a Marketinginstrument |0 (DE-588)4214539-9 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Marketing-Mix |0 (DE-588)4168908-2 |2 gnd |9 rswk-swf |
| 653 | |a 4 P | ||
| 653 | |a marketing mix | ||
| 653 | |a marketing instruments | ||
| 653 | |a Product policy | ||
| 653 | |a product marketing | ||
| 653 | |a performance mix | ||
| 653 | |a program design | ||
| 653 | |a Pricing policy | ||
| 653 | |a countervalue mix | ||
| 653 | |a effective pricing | ||
| 653 | |a Promotion policy | ||
| 653 | |a classical advertising | ||
| 653 | |a BWL | Wirtschaft | ||
| 689 | 0 | 0 | |a Marketinginstrument |0 (DE-588)4214539-9 |D s |
| 689 | 0 | 1 | |a Marketing-Mix |0 (DE-588)4168908-2 |D s |
| 689 | 0 | |5 DE-604 | |
| 710 | 2 | |a Berliner Wissenschafts-Verlag |0 (DE-588)1065866410 |4 pbl | |
| 776 | 0 | 8 | |i Erscheint auch als |n Online-Ausgabe (E-Book) |a Pepels, Werner, 1952- |t The 4Ps in Marketing-Mix |b 1. Auflage |d Stuttgart : Berliner Wissenschafts-Verlag, 2021 |h Online-Ressource, 253 Seiten |z 978-3-8305-4323-7 |
| 856 | 4 | 2 | |m X:MVB |q text/html |u http://deposit.dnb.de/cgi-bin/dokserv?id=c0c854179fe44dc8a6fa64e0421e0012&prov=M&dok_var=1&dok_ext=htm |3 Inhaltstext |
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| 943 | 1 | |a oai:aleph.bib-bvb.de:BVB01-033333746 | |
Datensatz im Suchindex
| _version_ | 1819661506856353792 |
|---|---|
| adam_text | TABLE
OF
CONTENTS
LIST
OF
FIGURES
.............................................................................................
XIII
PROLOG
MARKETING
DEVELOPMENT
AND
MARKETING
INSTRUMENTS
........................
1
A.
PRODUCT
POLICY
.....................................................................................
5
I.
CORNERSTONES
OF
PRODUCT
MARKETING
................................................................
5
1.
BRANDED
GOODS
..........................................................................................
5
2.
POSITIONING
.................................................................................................
9
3.
MARKET
SEGMENTATION
.................................................................................
12
II.
PERFORMANCE
MIX
IN
MARKETING
.........................................................................
14
1.
IDEA
GENERATION
..........................................................................................
14
2.
RESEARCH
AND
DEVELOPMENT
.......................................................................
16
3.
MARKET
TEST
.................................................................................................
19
4.
PRODUCT
CARE
...............................................................................................
23
5.
PRODUCT
ELIMINATION
...................................................................................
24
6.
PACKAGING
..................................................................................................
24
7.
CUSTOMER
SERVICE
......................................................................................
25
8.
PRODUCT
QUALITY
..........................................................................................
26
9.
PROPERTY
RIGHTS
..........................................................................................
28
III.
PROGRAM
DESIGN
.................................................................................................
28
1.
CONCEPTUAL
DIMENSIONS
............................................................................
29
2.
PROGRAM
ANALYSIS
........................................................................................
30
3.
PROGRAM
PLANNING
......................................................................................
33
B.
PRICE
POLICY
...........................................................................................
37
I.
COUNTERVALUE
MIX
IN
MARKETING
......................................................................
37
1.
SIGNIFICANCE
FOR
THE
SUCCESS
OF
COMPANIES
................................................
37
2.
MECHANICS
OF
THE
PRICE-PERFORMANCE
RATIO
................................................
39
3.
INCREASING
THE
PROBABILITY
OF
PURCHASE
......................................................
42
4.
COMPETITION-ORIENTED
PRICING
..................................................................
43
4.1
PRICE
ELASTICITIES
AS
PARAMETERS
...........................................................
43
4.2 PRICE
LEADERSHIP
AND
SUCCESS
..............................................................
46
VII
TABLE
OF
CONTENTS
5.
DEMAND-ORIENTED
PRICING
...........................................................................
48
5.1
ELEMENTS
OF
PRICE
INTEREST
....................................................................
48
5.2
HYBRID
PURCHASING
BEHAVIOR
...............................................................
50
5.3
DEMAND
AND
INCOME
EFFECTS
...............................................................
51
5.4
PURCHASING
POWER
AS
PRICE
BASE
..........................................................
53
6.
OPERATIONAL
GOAL-ORIENTED
PRICING
.............................................................
54
6.1
PRICE
CONSTANCY
....................................................................................
54
6.1.1
PREMIUM
PRICING
......................................................................
55
6.1.2
DISCOUNT
PRICING
........................................................................
55
6.2
PRICE
VARIATION
......................................................................................
56
6.2.1
PENETRATION
PRICING
...................................................................
56
6.2.2
SKIMMING
PRICING
......................................................................
57
6.2.3
PROMOTIONAL
PRICING
.................................................................
58
6.3
PRICE
INNOVATION
..................................................................................
59
7.
ADMINISTERED
PRICING
..................................................................................
61
II.
EFFECTIVE
PRICING
...............................................................................................
63
1.
REDUCING
PRICE
TRANSPARENCY
......................................................................
63
1.1
PRICE
LINES
.............................................................................................
63
1.2
PRICE
CONSTRUCTION
KITS
........................................................................
66
1.3
PRICE
BUNDLINGS
....................................................................................
68
1.4
YIELD
MANAGEMENT
...............................................................................
69
2.
INTERNAL
CONTROL
FUNCTION
OF
THE
PRICE
........................................................
70
2.1
PRICE
COMPENSATION
POLICY
.................................................................
70
2.2
STEERING
PRICES
......................................................................................
72
2.3
FOREIGN
SALE
DISTURBANCES
....................................................................
74
3.
TERMS
AND
CONDITIONS
................................................................................
75
3.1
TERMS
OF
PAYMENT
AND
DELIVERY
..........................................................
75
3.2
DISCOUNTS
AND
SURCHARGES
CONDITIONS
.................................................
77
C.
PROMOTION
POLICY
.................................................................................
81
I.
CLASSICAL
ADVERTISING
MEDIA
.............................................................................
81
1.
MEDIA
PLANNING
...........................................................................................
81
1.1
FRAMEWORK
DATA
..................................................................................
81
1.2
CAMPAIGN
STRATEGY
...............................................................................
85
2.
INTERMEDIA
COMPARISON
...............................................................................
88
2.1
PRINT
ADVERTISING
MEDIA
......................................................................
88
2.1.1
NEWSPAPERS
.............................................................................
88
VIII
TABLE
OF
CONTENTS
2.1.2
MAGAZINES
................................................................................
90
2.1.3
SPECIAL
PRINT
MEDIA
..................................................................
92
2.1.4
SPECIAL
FORMS
OF
PRINT
ADVERTISING
...........................................
95
2.2
ELECTRONIC
ADVERTISING
MEDIA
...............................................................
96
2.2.1
TELEVISION
..................................................................................
96
2.2.1.1
TV
STATION
LANDSCAPE
..................................................
96
2.2.1.2
SPECIAL
FORMS
OF
TV
ADVERTISING
.................................
100
2.2.2
RADIO
.........................................................................................
103
2.2.3
MOVIE
THEATER
...........................................................................
105
2.3
POSTER
ADVERTISING
MEDIA
....................................................................
107
2.3.1
STATIONARY
OUTDOOR
MEDIA
........................................................
107
2.3.2
MOBILE
OUTDOOR
MEDIA
.............................................................
108
2.3.3
SPECIAL
FORMS
OF
OUTDOOR
ADVERTISING
......................................
109
2.4
ADJUSTMENT
OF
MEDIA
PROFILES
.............................................................
110
3.
PROCEDURE
FOR
INTRAMEDIA
COMPARISON
......................................................
112
3.1
DATABASE
..............................................................................................
112
3.2
MEDIA
COUNTINGS
..................................................................................
114
3.3
PROBLEMS
WITH
THE
EVALUATION
.............................................................
117
4.
VARIABLES
OF
MEDIA
TACTICS
...........................................................................
118
II.
ONLINE
MEDIA
MIX
..............................................................................................
120
1.
WEB
1.0
MEDIA
............................................................................................
121
1.1
CORPORATE
WEBSITE
..............................................................................
121
1.1.1
CHARACTERISTICS
.........................................................................
121
1.1.2
FUNCTIONALITIES
.........................................................................
123
1.1.3
USER
GUIDANCE
...........................................................................
126
1.2
DISPLAY
ADVERTISING
..............................................................................
128
1.3
PROGRAMMATIC
ADVERTISING
..................................................................
131
1.4
WWW
METRICS
...................................................................................
132
1.5
TARGETING
ROUTINES
..............................................................................
134
2.
ELECTRONIC
MAIL
..........................................................................................
136
2.1
E-MAIL
SERVICE
.....................................................................................
136
2.2
E-MAIL
FUNCTIONALITIES
.........................................................................
137
3.
ONLINE
COMMUNITIES
..................................................................................
139
4.
SEARCH
ENGINES
............................................................................................
140
4.1
TYPES
OF
SEARCH
ENGINES
.....................................................................
140
4.2
USE
FOR
MARKETING
................................................................................
143
IX
TABLE
OF
CONTENTS
5.
WEB
2.0
MEDIA
.............................................................................................
144
5.1
SOCIAL
NETWORK
......................................................................................
145
5.2
WEBLOG
................................................................................................
146
5.3
MEDIA
SHARING
......................................................................................
147
5.4
CONTENT
AGGREGATION
...........................................................................
148
6.
MOBILE
COMMUNICATION
.............................................................................
150
6.1
GENERIC
MEDIA
BENEFITS
........................................................................
150
6.2
COMMON
APPLICATIONS
........................................................................
152
III.
NON-CLASSICAL
ADVERTISING
INSTRUMENTS
...........................................................
155
1.
LIVE
ADVERTISING
...........................................................................................
156
1.1
EXHIBITION
.............................................................................................
156
1.2
EVENT
....................................................................................................
159
2.
DIRECT
ADVERTISING
.......................................................................................
159
2.1
DIRECT
MAILING
......................................................................................
159
2.2
OTHER
FORMS
.........................................................................................
162
3.
SALES
LITERATURE
.............................................................................................
163
3.1
BROCHURE
..............................................................................................
163
3.2
CATALOG
................................................................................................
164
4.
PUBLIC
RELATIONS
...........................................................................................
166
4.1
TRADITIONAL
PR
......................................................................................
166
4.2
SPONSORING
...........................................................................................
168
4.3
OTHER
FORMS
.........................................................................................
169
5.
INTEGRATED
COMMUNICATIONS
........................................................................
169
6.
ADVERTISING
CONTROLLING
...............................................................................
172
D.
PLACE
POLICY
..........................................................................................
175
I.
DISTRIBUTION
MIX
IN
MARKETING
...........................................................................
175
1.
SALES
CHANNEL
AS
BOTTLENECK
FOR
DISTRIBUTION
.............................................
175
2.
SALES
CHANNEL
DESIGN
..................................................................................
178
2.1
SALES
CHANNEL
DEPTH
.............................................................................
178
2.2
SALES
CHANNEL
WIDTH
.............................................................................
179
2.3
SALES
CHANNEL
STRUCTURE
........................................................................
181
2.4
SALES
CHANNEL
SYSTEM
...........................................................................
184
2.5
SALES
CHANNEL
FORM
...............................................................................
186
3.
FORMS
OF
DIRECT
SALES
..................................................................................
187
3.1
ZERO-STAGE
DIRECT
SALES
.........................................................................
187
3.2
HALF-STAGE
DIRECT
SALES
.........................................................................
189
X
TABLE
OF
CONTENTS
3.3
MARKETPLACES
.......................................................................................
191
3.4
E-COMMERCE
.......................................................................................
192
4.
FORMS
OF
INDIRECT
SALES................................................................................
195
4.1
TRADE
AS
SALES
STAGE
..............................................................................
195
4.2
RETAIL
TYPES
OF
BUSINESS
.......................................................................
197
4.3
WHOLESALE
TYPES
OF
BUSINESS
...............................................................
199
5.
MARKET
LEVEL
RELATIONS
................................................................................
200
6.
CUSTOMER
EQUITY
MANAGEMENT
..................................................................
203
II.
SALES
OPERATIONS
.................................................................................................
209
1.
DISTRIBUTION
LOGISTICS
..................................................................................
209
2.
SUPPLY
CHAIN
MANAGEMENT
.......................................................................
211
3.
SALES
PROMOTIONS
.......................................................................................
215
3.1
CLASSIFICATION
.......................................................................................
215
3.2
PROMOTION
MIX
SUBINSTRUMENTS
.........................................................
215
3.2.1
PRODUCT
AND
PROGRAM
...............................................................
215
3.2.2
PRICE
AND
CONDITIONS
...............................................................
217
3.2.3
ADVERTISING
..............................................................................
219
3.2.4
DISTRIBUTION
AND
SALES
.............................................................
221
3.3
TARGET
GROUP
ALLOCATION
.......................................................................
223
ENGLISH
LANGUAGE
LITERATURE
SOURCES
FOR
FURTHER
STUDY
.........................
225
GERMAN
LANGUAGE
LITERATURE
SOURCES
FOR
FURTHER
STUDY
.......................
227
INDEX
...........................................................................................................
231
XI
|
| any_adam_object | 1 |
| author | Pepels, Werner 1952- |
| author_GND | (DE-588)115496688 |
| author_facet | Pepels, Werner 1952- |
| author_role | aut |
| author_sort | Pepels, Werner 1952- |
| author_variant | w p wp |
| building | Verbundindex |
| bvnumber | BV047952391 |
| classification_rvk | QP 600 |
| classification_tum | WIR 800 |
| ctrlnum | (OCoLC)1296950889 (DE-599)DNB1241906343 |
| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 |
| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Book |
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| id | DE-604.BV047952391 |
| illustrated | Illustrated |
| indexdate | 2024-12-24T09:15:08Z |
| institution | BVB |
| institution_GND | (DE-588)1065866410 |
| isbn | 9783830551027 3830551029 |
| language | English German |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-033333746 |
| oclc_num | 1296950889 |
| open_access_boolean | |
| owner | DE-573 DE-1028 |
| owner_facet | DE-573 DE-1028 |
| physical | XVIII, 235 Seiten Illustrationen 23 cm |
| publishDate | 2021 |
| publishDateSearch | 2021 |
| publishDateSort | 2021 |
| publisher | Berliner Wissenschafts-Verlag |
| record_format | marc |
| spellingShingle | Pepels, Werner 1952- The 4Ps in marketing-mix a German perspective Marketinginstrument (DE-588)4214539-9 gnd Marketing-Mix (DE-588)4168908-2 gnd |
| subject_GND | (DE-588)4214539-9 (DE-588)4168908-2 |
| title | The 4Ps in marketing-mix a German perspective |
| title_alt | Die 4 P im Marketing |
| title_auth | The 4Ps in marketing-mix a German perspective |
| title_exact_search | The 4Ps in marketing-mix a German perspective |
| title_full | The 4Ps in marketing-mix a German perspective Werner Pepels |
| title_fullStr | The 4Ps in marketing-mix a German perspective Werner Pepels |
| title_full_unstemmed | The 4Ps in marketing-mix a German perspective Werner Pepels |
| title_short | The 4Ps in marketing-mix |
| title_sort | the 4ps in marketing mix a german perspective |
| title_sub | a German perspective |
| topic | Marketinginstrument (DE-588)4214539-9 gnd Marketing-Mix (DE-588)4168908-2 gnd |
| topic_facet | Marketinginstrument Marketing-Mix |
| url | http://deposit.dnb.de/cgi-bin/dokserv?id=c0c854179fe44dc8a6fa64e0421e0012&prov=M&dok_var=1&dok_ext=htm https://d-nb.info/1241906343/04 http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=033333746&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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