The Quintessence of Marketing

What You Really Need to Know to Manage Your Marketing Activities

  • Nils Bickhoff
  • Svend Hollensen
  • Marc Opresnik

Part of the Quintessence Series book series (QUINT)

Table of contents

  1. Front Matter
    Pages i-vi
  2. Nils Bickhoff, Svend Hollensen, Marc Opresnik
    Pages 1-2
  3. Nils Bickhoff, Svend Hollensen, Marc Opresnik
    Pages 3-15
  4. Nils Bickhoff, Svend Hollensen, Marc Opresnik
    Pages 17-45
  5. Nils Bickhoff, Svend Hollensen, Marc Opresnik
    Pages 47-110
  6. Nils Bickhoff, Svend Hollensen, Marc Opresnik
    Pages 111-136
  7. Nils Bickhoff, Svend Hollensen, Marc Opresnik
    Pages 137-137
  8. Back Matter
    Pages 139-144

About this book

Introduction

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

Keywords

Market Analysis Marketing Marketing Implementation Marketing Planning Quintessence

Authors and affiliations

  • Nils Bickhoff
    • 1
  • Svend Hollensen
    • 2
  • Marc Opresnik
    • 3
  1. 1.Quintessential StrategiesHamburgGermany
  2. 2.University of Southern DenmarkSönderborgDenmark
  3. 3.SGMI Management InstitutSt. GallenSwitzerland

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-642-45444-8
  • Copyright Information Springer-Verlag Berlin Heidelberg 2014
  • Publisher Name Springer, Berlin, Heidelberg
  • eBook Packages Business and Economics
  • Print ISBN 978-3-642-45443-1
  • Online ISBN 978-3-642-45444-8
  • Series Print ISSN 2195-4941
  • Series Online ISSN 2195-495X
  • About this book
Industry Sectors
Pharma
Automotive
Chemical Manufacturing
Biotechnology
Telecommunications
Consumer Packaged Goods