Marketing Management, English edition

Preface 1. Introduction PART 1: ASSESSING THE COMPETITIVENESS OF THE FIRM (INTERNAL) 2. Identification of the firms' core competencies 3. Development of the firm's competitive advantages: from a macro (global) to a micro perspective PART 2: ASSESSING THE EXTERNAL MARKETING SITUATION (EXTERNAL) 4. Customer behaviour 5. Competitor analysis/Intelligence (CI) 6. Analysing relationships in the value chain PART 3: DEVELOPING MARKETING STRATEGIES 7. SWOT analysis and the strategic marketing planning 8. Segmentation, targeting, positioning and competitive strategies 9. International marketing strategies 10. E-commerce strategies PART 4: DEVELOPING MARKETING PROGRAMS -- DECISION ON THE MARKETING MIX 11. Product and service decisions 12. Pricing decisions 13. Distribution decisions 14. Communication decisions 15. Establishing, developing and managing buyer-seller relationships PART 5: ACTION PLANNING: ORGANIZING AND CONTROLLING THE MARKETING EFFECT 16. Building the Marketing Plan: Organizing and Implementing 17. Budgeting and controlling 18. Ethical and environmental aspects of Marketing Glossary Index