The Quintessence of Marketing What You Really Need to Know to Manage
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
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Nils Bickhoff Svend Hollensen Marc Opresnik
The Quintessence of Marketing What You Really Need to Know to Manage Your Marketing Activities
Quintessence Series
Series Editor Nils Bickhoff Quintessential Strategies Hamburg, Germany
For further volumes: http://www.springer.com/series/10376
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Nils Bickhoff • Svend Hollensen • Marc Opresnik
The Quintessence of Marketing What You Really Need to Know to Manage Your Marketing Activities
Nils Bickhoff Quintessential Strategies Hamburg Germany
Svend Hollensen University of Southern Denmark So¨nderborg Denmark
Marc Opresnik SGMI Management Institut St. Gallen Switzerland
ISSN 2195-4941 ISSN 2195-495X (electronic) ISBN 978-3-642-45443-1 ISBN 978-3-642-45444-8 (eBook) DOI 10.1007/978-3-642-45444-8 Springer Heidelberg New York Dordrecht London Library of Congress Control Number: 2014943445 # Springer-Verlag Berlin Heidelberg 2014 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. Exempted from this legal reservation are brief excerpts in connection with reviews or scholarly analysis or material supplied specifically for the purpose of being entered and executed on a computer system, for exclusive use by the purchaser of the work. Duplication of this publication or parts thereof is permitted only under the provisions of the Copyright Law of the Publisher’s location, in its current version, and permission for use must always be obtained from Springer. Permissions for use may be obtained through RightsLink at the Copyright Clearance Center. Violations are liable to prosecution under the respective Copyright Law. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. While the advice and information in this book are believed to be true and accurate at the date of publication, neither the authors nor the editors nor the publisher can accept any legal responsibility for any errors or omissions that may be made. The publisher makes no warranty, express or implied, with respect to the material contained herein. Printed on acid-free paper Springer is part of Springer Science+Business Media (www.springer.com)
Contents
1 Introduction: Essential Marketing Know-How . . . . . . . . 2 Marketing and Marketing Management: A First Basic Understanding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2.1 Definitions, Tasks and Scope of Marketing . . . . . . . . . 2.2 Company Orientation Towards the Marketplace .
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