Machine generated contents note: pt. 1 Developments of marketing: an historical outline -- 1.Marketing and strategy -- 1.1.The product concept -- 1.2.The sales concept -- 1.3.Changes in the market -- 1.4.Relationship focus -- Summary -- 2.Marketing as a concept -- 2.1.The sales paradigm -- 2.2.Strategic marketing concept -- 2.3.Changes in the strategic marketing concept -- 2.4.From market approach to direct communication -- Summary -- 3.Marketing as an activity -- 3.1.Direct distribution and communication -- 3.2.Market fragmentation -- 3.3.Brand loyalty -- Summary -- 4.Marketing instruments -- 4.1.Product innovations -- 4.2.Price differentiation -- 4.3.Promotions -- 4.4.Place -- 4.5.The application of information technology -- 4.6.The move towards direct relationships -- Summary -- 5.Direct marketing as a form of marketing -- 5.1.Loyalty systems -- 5.2.Integral concept -- 5.3.Testing in direct marketing -- Summary -- 6.Marketing and the Internet -- 6.1.Building relationships --

Contents note continued: 6.2.Market strategy and information technology -- 6.3.Suppliers -- Summary -- pt. 2 Impact of information technology on marketing: a buyer's perspective -- 7.The development of mechanization -- 7.1.Mechanization -- 7.2.Fordism -- 7.3.Mechanization and automation: post-Fordism -- Summary -- 8.The development of information technology within the organization -- 8.1.From data processing and IT to the Internet -- 8.2.Data processing -- 8.3.From data processing to information technology -- 8.4.Software applications -- 8.5.Applications within the organization -- Summary -- 9.Applications of information technology within marketing -- 9.1.Marketing applications within data processing -- 9.2.Applications with information technology -- 9.3.Database marketing -- 9.4.Customer relationship management (CRM) -- 9.5.Call centres -- 9.6.Marketing organization -- 9.7.Evolution of information technology within marketing -- 9.8.Radio frequency identification (RFID) --

Contents note continued: Summary -- pt. 3 Impact of the Internet on marketing: from support to strategy -- 10.The development of the Internet -- 10.1.Development of telecommunication and interactive applications -- 10.2.The road to the Internet -- 10.3.Development of interactivity -- Summary -- 11.The breakthrough of the Internet -- 11.1.The browser -- 11.2.Search engines -- 11.3.User-friendliness, networks and interfaces -- 11.4.International acceptance -- 11.5.Commercial possibilities -- 11.6.Acceptance of the Internet -- Summary -- 12.The application of the Internet -- 12.1.Communication function: direct personal communication -- 12.2.Information function -- 12.3.Transaction (sales) function -- 12.4.Facilitating function -- 12.5.Influence on marketing -- Summary -- pt. 4 Internet strategy: the customer in power -- 13.Developing the Internet strategy -- 13.1.Determining the strategy -- 13.2.Objectives of websites -- 13.3.The internet strategy --

Contents note continued: 13.4.The place of the Internet strategy within marketing -- Summary -- 14.Applications of the Internet -- 14.1.Why does someone visit a website? -- 14.2.Social media -- 14.3.Keeping in contact -- 14.4.Action -- 14.5.Internet use -- 14.6.Analyses -- 14.7.Impact of the Internet on marketing communication -- Summary -- pt. 5 Marketing strategy in a dynamic world: company orientation -- 15.Marketing orientation as a competitive model -- 15.1.Value disciplines -- 15.2.Competition strategies -- 15.3.Market dynamics -- 15.4.The impact of CRM -- 15.5.Marketing as value discipline -- 15.6.Strategic consequences for organizations -- Summary -- 16.Applying market orientation -- 16.1.Internal orientation: product focus -- 16.2.Market orientation: target group focus -- 16.3.Customer orientation: relationship focus -- 16.4.Network orientation: demand focus -- 16.5.Applying the orientations -- Summary -- 17.Changes and choices --

Contents note continued: 17.1.Tension in the distribution channel -- 17.2.Choosing the Internet -- 17.3.e-Marketing application opportunities -- 17.4.The challenge for marketing and distribution -- Summary -- 18.New developments in marketing -- 18.1.Changes in the role of suppliers -- 18.2.Changes in the role of and communication with customers -- 18.3.The difference between Web 2.0 and social media -- 18.4.Changes for marketing -- Summary.