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Reason-oriented marketing [electronic resource] : a generic marketing approach for reasonable products and services / Martin Masuch.

Author/Creator:
Masuch, Martin.
Publication:
Hamburg : Diplomica Verlag, 2012.
Format/Description:
Book
1 online resource (75 p.)
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Subjects:
Marketing.
Marketing research.
Form/Genre:
Electronic books.
Language:
English
Summary:
Hauptbeschreibung The modern economic world is characterized by a vast number of different customer requirements, products, and variations of products, as well as ideas, meanings, opinions, and arguments. Marketing activities are nowadays embedded in a complex world characterized by a multitude of interdependencies and interrelations between different stakeholders and interest groups. Hitherto, economic systems, and above all marketing strategies, strive to separate concerns in order to control the whole. The development of autonomous and stand-alone marketing concepts in the pa
Contents:
Reason-Oriented Marketing; Content; 1 Introduction; 1.1 Initial Situation and Problem Definition; 1.2 Objectives and Methodical Approach; 1.3 Structure of the Document; 2 Definition and Differentiation of Basic Terms and Concepts; 2.1 The Idea of Reason; 2.1.1 Reason and Rationality; 2.1.2 Reason in View of Critical Rationalism; 2.1.3 Reason in the Context of Economic Ethics; 2.2 The Concept of Transverse Reason; 2.2.1 Reason Considering Rational Relationships; 2.2.2 Reason in Terms of Rational Totality; 2.2.3 Reason and Rational Justice; 2.2.4 Reason as Enabler of Transitions
2.2.5 Reason in Situational and Rational Context2.2.6 Reasonable Decisions; 2.3 The Concept of the Open Society; 2.3.1 Participation and Competition; 2.3.2 The Principles of Rationality and Situational Logic; 2.3.3 Responsibility of the Individual; 2.4 Conceptual Perspectives of Marketing; 2.4.1 Enterprise-Driven Marketing; 2.4.2 Orientation toward Markets; 2.4.3 Integrated and Holistic Marketing; 3 A Generic Concept of Reason-Oriented Marketing; 3.1 Prerequisites; 3.2 Conceptual Approach; 3.2.1 General Remarks; 3.2.2 Applicable Aspects of Transverse Reason
3.2.3 Applicable Aspects of the Open Society3.2.4 The Holistic and Universal View of Reason-Oriented Marketing; 3.3 Design of Methodical Patterns; 3.3.1 General Remarks; 3.3.2 Perception and Recognition; 3.3.4 Foresight; 3.3.5 Criticism and Discourse; 3.3.6 Change Perspective; 3.3.7 Transition; 3.3.8 Justice; 3.3.9 Cooperation and Participation; 4 Summary and Critical Comments; Bibliography
Notes:
Description based upon print version of record.
Includes bibliographical references.
ISBN:
3-8428-3297-4
OCLC:
815391729