The Quintessence of Marketing (Record no. 51208)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02970nam a22005055i 4500 |
| 001 - CONTROL NUMBER | |
| control field | 978-3-642-45444-8 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20200420211750.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 140702s2014 gw | s |||| 0|eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9783642454448 |
| -- | 978-3-642-45444-8 |
| 082 04 - CLASSIFICATION NUMBER | |
| Call Number | 658.8 |
| 100 1# - AUTHOR NAME | |
| Author | Bickhoff, Nils. |
| 245 14 - TITLE STATEMENT | |
| Title | The Quintessence of Marketing |
| Sub Title | What You Really Need to Know to Manage Your Marketing Activities / |
| 300 ## - PHYSICAL DESCRIPTION | |
| Number of Pages | VI, 144 p. 46 illus. |
| 490 1# - SERIES STATEMENT | |
| Series statement | Quintessence Series, |
| 505 0# - FORMATTED CONTENTS NOTE | |
| Remark 2 | 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. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | 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. In this book the authors develop the Quintessential Marketing Arena by following the logic of the three major steps of the marketing process. Along this process they present the fourteen most important marketing instruments that occur during this process. Having read this book: You will have a basic understanding of marketing and the process of marketing management You will know the most important marketing instruments and how they interact You can develop your own marketing plan based on the Quintessential Marketing Arena. |
| 700 1# - AUTHOR 2 | |
| Author 2 | Hollensen, Svend. |
| 700 1# - AUTHOR 2 | |
| Author 2 | Opresnik, Marc. |
| 856 40 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | http://dx.doi.org/10.1007/978-3-642-45444-8 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | eBooks |
| 264 #1 - | |
| -- | Berlin, Heidelberg : |
| -- | Springer Berlin Heidelberg : |
| -- | Imprint: Springer, |
| -- | 2014. |
| 336 ## - | |
| -- | text |
| -- | txt |
| -- | rdacontent |
| 337 ## - | |
| -- | computer |
| -- | c |
| -- | rdamedia |
| 338 ## - | |
| -- | online resource |
| -- | cr |
| -- | rdacarrier |
| 347 ## - | |
| -- | text file |
| -- | |
| -- | rda |
| 650 #0 - SUBJECT ADDED ENTRY--SUBJECT 1 | |
| -- | Business. |
| 650 #0 - SUBJECT ADDED ENTRY--SUBJECT 1 | |
| -- | Marketing. |
| 650 #0 - SUBJECT ADDED ENTRY--SUBJECT 1 | |
| -- | Management. |
| 650 14 - SUBJECT ADDED ENTRY--SUBJECT 1 | |
| -- | Business and Management. |
| 650 24 - SUBJECT ADDED ENTRY--SUBJECT 1 | |
| -- | Marketing. |
| 650 24 - SUBJECT ADDED ENTRY--SUBJECT 1 | |
| -- | Management. |
| 830 #0 - SERIES ADDED ENTRY--UNIFORM TITLE | |
| -- | 2195-4941 |
| 912 ## - | |
| -- | ZDB-2-SBE |
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