Dienstleistungs-Marketing Book by Wolfgang Hilke
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Dienstleistungs-Marketing

Dienstleistungs-Marketing


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About the Book

Das viel zitierte Wort yom "Marsch in die Dienstleistungsgesellschaft" Marsch in die lIillt sich durch eindrucksvolle Zahlen belegen: So sind gut 55 % alIer Dienstleistungs- Erwerbstlitigen in der Bundesrepublik Deutschland heute bereits als Dienst- Gesellschaft leister Uttig und dementsprechend immer weniger Arbeitnehmer direkt mit der Herstellung von Sachleistungen bescMftigt, nlimlich nur noch 25,8% der M!lnner und 15,6% der Frauen (vgl. iwd, 18/1987, S. 1). Aus der steigenden Bedeutung von Dienstleistungen fUr unsere Wirtschaft Wachsendes und Gesellschaft resultiert fast zwangsl!lufig ein wachsendes Interesse an Interesse am Fragen zum Dienstleistungs-Marketing. Dieser zunehmenden Beachtung, Dienstleistungs- die dem Dienstleistungs-Marketing von Wissenschaft und Praxis seit eini- Marketing ger Zeit geschenkt wird, will der vorliegende Band 35 der Schriften zur UnternehmensfUhrung unter verschiedenen Aspekten Rechnung tragen. 1m ersten Beitrag wird ein Uberblick uber Grundprobleme und Entwick- lungstendenzen des Dienstleistungs-Marketing gegeben. Dabei erwachsen die Grundprobleme des Dienstleistungs-Marketing aus Dienstleistungs- Besonder- den drei konstitutiven Merkmalen einer "Dienstleistung", die yom Ver- heiten ... fasser zun!lchst herausgearbeitet werden. Diese "Dienstleistungs-Beson- derheiten" sind zugleich der Grund dafUr, warum Versuche scheitern, die klassischen Marketingkonzepte, welche fUr Sachleistungen - und hier in erster Linie sogar nur fUr KonsumgOter - entwickelt wurden, einfach auf Dienstleistungen ubertragen zu wollen. Vielmehr Machen diese Dienstlei- ... erfordern stungs-Besonderheiten verschiedene Modifikationen erforderlich, und Modifikationen zwar - wie im einzelnen dargestellt wird - sowohl bei der Angebotspolitik der klassischen und Kommunikationspolitik als auch bei der Preis- und Konditionenpoli- Marketing- tik sowie Distributionspolitik, wenn ein erfolgversprechendes Marketing- konzepte konzept fUr Dienstleistungen entwickelt werden soli.


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Product Details
  • ISBN-13: 9783409179041
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Edition: 1989 ed.
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Weight: 286 gr
  • ISBN-10: 3409179046
  • Publisher Date: 01 Jan 1989
  • Binding: Paperback
  • Height: 244 mm
  • No of Pages: 133
  • Series Title: Schriften Zur Unternehmensführung
  • Sub Title: Banken Und Versicherungen. Freie Berufe. Handel Und Transport
  • Width: 170 mm


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