Computer-assisted marketing
label: IT-gestütztes Marketing @de
label: Marketing-Informationssystem @de
label: Marketing information system
type: Descriptor
type: Concept
broader: Marketing management

M39 - Marketing and Advertising: Other
label: M39 - Marketing und Werbung: Sonstiges @de
label: Marketing and Advertising: Other
label: Marketing und Werbung: Sonstiges @de
narrow match: Marketing management

Consumer journey
label: Customer experience
label: Consumer experience
label: Customer journey
label: Kundenerfahrung @de
type: Concept
type: Descriptor
broader: Marketing management

Customer loyalty
label: Kundenbindung @de
label: Kundenloyalität @de
label: Customer retention
label: Kundentreue @de
label: Loyalität von Kunden @de
type: Descriptor
type: Concept
broader: Marketing management

Customer satisfaction
label: Kundenzufriedenheit @de
label: Verbraucherzufriedenheit @de
label: Käuferzufriedenheit @de
type: Descriptor
type: Concept
broader: Marketing management

Market-orientated perspective
label: Marketingstrategie @de
label: Marketingpolitik @de
label: Marktorientierte Unternehmensführung @de
label: Marketing management
label: Marketing-Kommunikation @de
label: Marketing implementation
label: Marketing mix
label: Kommunikationspolitik im Marketing @de
label: Marketingmanagement @de
label: Marketingkonzeption @de
label: Marketing strategy
label: Marketingplanung @de
type: Concept
type: Descriptor
broader: Marketing management

Customer acquisition
label: Kundengewinnung @de
label: Neukundengewinnung @de
label: Kundenakquisition @de
label: Kundenakquise @de
type: Concept
type: Descriptor
broader: Marketing management

has narrower
sub property of: narrowerTransitive
definition: Relates a concept to a concept that is more specific in meaning.
comment: Narrower concepts are typically rendered as children in a concept hierarchy (tree).

B.07 Marketing
label: Marketing
type: Thsys
type: Concept
narrower: Marketing management
notation: B.07

Consumer goods marketing
label: B2C-Marketing @de
label: B2C marketing
label: Business-to-consumer marketing
label: Konsumgütermarketing @de
broader: Marketing management
type: Descriptor
type: Concept

Relationship marketing
preferred label: Beziehungsmarketing @de
label: Customer orientation
label: Kundennähe @de
label: Beziehungsmanagement @de
label: CRM (Customer Relationship Management)
label: Customer relationship management
label: Customer experience management
label: Customer engagement
label: Customer relationship
label: Kundenbeziehungen @de
label: Kundenorientierung @de
label: Kundenmanagement @de
type: Descriptor
type: Concept
broader: Marketing management

has broader
sub property of: broaderTransitive
definition: Relates a concept to a concept that is more general in meaning.
comment: Broader concepts are typically rendered as parents in a concept hierarchy (tree).

Industrial marketing
label: B-to-B-Marketing @de
label: Technischer Vertrieb @de
label: Industriegütermarketing @de
label: B-to-B-Marke @de
label: B2B relationship
label: Business marketing
label: Investitionsgütermarketing @de
label: B2B-Marketing @de
label: B2B marketing
label: Business-to-business marketing
label: B-to-B-Markenführung @de
label: B2B-Beziehungen @de
label: Business-to-business relationship
type: Concept
type: Descriptor
broader: Marketing management

Vendor lock-in
label: Anbinde-Effekt @de
label: Customer lock-in
label: Lock-in-Effekt @de
label: Sperreffekt @de
label: Proprietary lock-in
label: Lock-in effect
broader: Marketing management
type: Descriptor
type: Concept

notation
definition: A notation, also known as classification code, is a string of characters such as "T58.5" or "303.4833" used to uniquely identify a concept within the scope of a given concept scheme.

M30 - Marketing and Advertising: General
label: M30 - Marketing und Werbung: Allgemeines @de
label: Marketing und Werbung: Allgemeines @de
label: Marketing and Advertising: General
narrow match: Marketing management

Thsys
type: Class

preferred label
sub property of: label
definition: The preferred lexical label for a resource, in a given language.
comment: skos:prefLabel, skos:altLabel and skos:hiddenLabel are pairwise disjoint properties.
comment: The range of skos:prefLabel is the class of RDF plain literals.
comment: A resource has no more than one value of skos:prefLabel per language tag.

Niche market
label: Niche marketing strategy
label: Marktnische @de
label: Nischenmarkt @de
label: Long tail
label: Nischenstrategie @de
type: Descriptor
type: Concept
broader: Marketing management

KAM (Key-account management)
type: Concept
type: Descriptor
label: Key-Account-Management @de
label: Key account management
label: Großkundenmanagement @de
label: Schlüsselkundenmanagement @de
label: Global account management
label: Strategic account management
broader: Marketing management

Customer lifetime value
broader: Marketing management
label: Kundenwert @de
label: Customer equity
label: Kundenwertanalyse @de
label: Customer value
type: Concept
type: Descriptor

Marketing control
label: Marketingcontrolling @de
label: Markencontrolling @de
type: Descriptor
type: Concept
broader: Marketing management

International market segmentation
label: Internationale Marktsegmentierung @de
label: Marktsegmentierung von Auslandsmärkten @de
label: International market selection
type: Descriptor
type: Concept
broader: Marketing management

Customer data
type: Descriptor
type: Concept
preferred label: Kundendaten @de
label: Kundeninformationssystem @de
label: Database marketing
label: Kunden-Informationssystem @de
label: Kundendatenbank @de
broader: Marketing management

Marketing
label: M31 - Marketing
narrow match: Marketing management

Market segmentation
preferred label: Marktsegmentierung @de
type: Descriptor
type: Concept
label: Produktpositionierung @de
label: Teilmarkt @de
label: Segmented markets
label: Segmentierung von Märkten @de
broader: Marketing management

Marketing management
label: Marketingmanagement @de
label: B.07.01 Marketing management
label: B.07.01 Marketingmanagement @de
has broader match: M39 - Marketing and Advertising: Other
has broader match: M30 - Marketing and Advertising: General
has broader match: Marketing
type: Thsys
type: Concept
narrower: Customer data
narrower: Customer lifetime value
narrower: Consumer journey
narrower: Consumer goods marketing
narrower: International market segmentation
narrower: Vendor lock-in
narrower: Relationship marketing
narrower: Market segmentation
narrower: Customer satisfaction
narrower: KAM (Key-account management)
narrower: Customer acquisition
narrower: Computer-assisted marketing
narrower: Marketing control
narrower: Industrial marketing
narrower: Market-orientated perspective
narrower: Customer loyalty
narrower: Niche market
narrower: Customer recovery
notation: B.07.01
is part of: STW Thesaurus for Economics
is in scheme: STW Thesaurus for Economics
broader: B.07 Marketing

has broader match
sub property of: mappingRelation
sub property of: has broader
definition: skos:broadMatch is used to state a hierarchical mapping link between two conceptual resources in different concept schemes.

is in scheme
definition: Relates a resource (for example a concept) to a concept scheme in which it is included.

Customer recovery
preferred label: Kundenrückgewinnung @de
type: Concept
type: Descriptor
broader: Marketing management
label: Kundenabwanderung @de
label: Churn management
label: Customer churn

STW Thesaurus for Economics
label: Standard-Thesaurus Wirtschaft @de
type: Dataset
type: ConceptScheme

Concept
type: Class