Marketingorganisation Book by Richard Kohler - Bookswagon
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Marketingorganisation

Marketingorganisation

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International Edition


About the Book

English summary: There are many marketing books, but only few which cover the design of marketing organisations. But it is essential in regards to the concrete realisation of market-orientated thinking to create suitable structures and processes. The authors explore arrangements, in order to improve customer-orientated processes and to structure responsibilities in accordance to the challenges, whilst always also considering supporting information technology systems. Furthermore, the requirements of organisational change are mentioned, as well as the influence of internationalisation. The evaluation is always based on efficiency criteria and numerous case studies are used in order to illustrate the points. German description: Es gibt viele Marketingbucher, aber kaum eines uber die Gestaltung der Marketingorganisation. Dabei kommt es bei der konkreten Umsetzung marktorientierten Denkens entscheidend darauf an, dass geeignete Strukturen und Prozesse geschaffen werden. Die Autoren gehen auf Regelungen ein, die kundengerichtete Ablaufe verbessern und die Zustandigkeiten problementsprechend strukturieren. Sie berucksichtigen dabei auch informationstechnische Unterstutzungssysteme. Daruber hinaus werden die Erfordernisse des organisationalen Wandels ebenso angesprochen wie Einflusse der Internationalisierung. Stets erfolgt die Beurteilung nach ausgewahlten Effizienzkriterien, zur Veranschaulichung dienen zahlreiche Praxisbeispiele.
About the Author: Contributor Biography - English Prof. Dr. Jorg Freiling holds a professorship in small and medium sized businesses, start-ups and entrepreneurship at the University of Bremen, Prof. em. Dr. Dr. h.c. Dr. h.c. Richard Kohler was director of the seminar for ABWL, market research and marketing at the University of Cologne. Contributor Biography - German Prof. Dr. Jorg Freiling ist Inhaber des Lehrstuhls fur Mittelstand, Existenzgrundung und Entrepreneurship an der Universitat Bremen, Prof. em. Dr. Dr. h.c. Dr. h.c. Richard Kohler war Direktor des Seminars fur ABWL, Marktforschung und Marketing an der Universitat zu Koln.


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Product Details
  • ISBN-13: 9783170200784
  • Publisher: Kohlhammer
  • Publisher Imprint: Kohlhammer
  • Height: 236 mm
  • No of Pages: 360
  • Series Title: Kohlhammer Edition Marketing
  • Sub Title: Die Basis Einer Marktorientierten Unternehmenssteuerung
  • Width: 160 mm
  • ISBN-10: 317020078X
  • Publisher Date: 20 Mar 2014
  • Binding: Hardback
  • Language: German
  • Returnable: N
  • Spine Width: 0 mm
  • Weight: 750 gr


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