The Quintessence of Marketing What You Really Need to Know to Manage Your Marketing Activities /

• Main Authors: Bickhoff, Nils (Author), Hollensen, Svend (Author), Opresnik, Marc (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Berlin, Heidelberg : Springer Berlin Heidelberg : Imprint: Springer, 2014.
• Series: Quintessence Series,
• Subjects: Business.; Marketing.; Management.; Business and Management.

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 unders...

Table of Contents:

• 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.