Marketing-Instrumente

Auteurs

• Jochem Müller

Paramètres

• Manuels

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Marketing, in the context of strategic market orientation, has become a central leadership philosophy for successful companies. It emphasizes not only internal processes and resources but also a thorough understanding of the environment, market, competition, and customer orientation as key success factors in marketing strategy. While the classic 4P approach by McCarthy focuses on transactions, the modern emphasis is on customer orientation, known as the 3R approach, which is crucial in shaping marketing activities. The effective combination of marketing instruments must be tailored to customer needs and specific actions, differing in phases such as customer acquisition (Recruitment), retention (Retention), and recovery (Recovery). Understanding the fundamental marketing instruments and their strategic and operational aspects is essential across all customer-oriented scenarios. This book serves as a resource for students specializing in marketing within business studies, providing a quick and focused introduction to key marketing instruments. It offers systematic insights into areas like conceptual foundations of product policy, pricing and conditions policy, communication policy, and distribution policy, including definitions, objectives, and strategies for each. It is particularly suitable as foundational literature for courses on marketing instruments, with additional recommendations for those seeking to deepen their knowled

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• Année de publication: 2006