1. Auflage - Dezember 2010
900,- Euro
2010. 1744 Seiten, 6 Bände, Hardcover
- Handbuch/Nachschlagewerk -
ISBN-10: 1-4051-6178-7
ISBN-13: 978-1-4051-6178-7 - John Wiley & Sons

Preis inkl. Mehrwertsteuer zzgl. Versandkosten.







Kurzbeschreibung
With 360 entries from over 500 global experts, the Encyclopedia offers one of the premier business reference sources available worldwide. Entries are arranged alphabetically within each subject volume. Each volume carries an index. The six-volume work provides scholars and professionals with an international guide to marketing concepts and applications. The far-reaching new developments and challenges of the past twenty years are fully reflected in the constructs and entries covered and inter-linked through cross-references throughout the volumes.

Aus dem Inhalt
Foreword.

Preface.

About the Editors.

List of Contributors.

A framework for creating value propositions.

Brand growth strategy.

Brand strategy.

Brand value.

Bundling.

Cannibalism.

Communications budgeting.

Competitive advantage: its sources and the search for value.

Competitive analysis.

Competitor analysis.

Customer analysis.

Customer equity.

Customer lifetime value (CLV).

Customer relationship management.

Customer satisfaction/dissatisfaction.

Customer solutions.

Database mining and marketing.

Demand elasticity.

Direct and interactive marketing.

Disintermediation.

E-commerce and internet marketing.

Ethical marketing and marketing strategy.

First-mover (pioneer) advantage.

Global marketing strategy.

Go-to-market strategy.

Innovation diffusion.

Integrated marketing communication strategy.

Internal marketing.

Later mover (nonpioneer) advantage.

Market definition.

Market evolution.

Market orientation.

Market segmentation and targeting.

Market share.

Market/industry structure.

Market-based assets.

Marketing audit.

Marketing channel strategy.

Marketing costs.

Marketing metrics.

Marketing mix.

Marketing planning.

Marketing strategy.

Marketing strategy models.

Marketing warfare strategies.

Mass customization strategies.

Multichannel marketing.

Perception of brand equity.

Point of difference and product differentiation.

Positioning analysis and strategies.

Pricing strategy.

Product category.

Push and pull marketing strategies.

Sales force strategy.

Services marketing strategy.

Stages of the product life cycle.

Supply chain management strategy.

SWOT analysis.

Thinking deeper about customer experience.

Trademarks, proprietary marks, and brands.

Subject Index.