Integrierte Marketing-Logistik by Willi Darr - Bookswagon
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Integrierte Marketing-Logistik

Integrierte Marketing-Logistik


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About the Book

Innerhalb eines Jahrzehntes hat die betriebswirtschaftliche Logistik einen ge- waltigen Aufschwung und Wandel erfahren. Traditionell wurde das logistische Aufgabenfeld ganz iiberwiegend als eher technisch-operativ und nicht selten als nachgeordnet angesehen. Die wissenschaftliche Beschiiftigung mit logistischen Fragestellungen konzentrierte sich auf Optimierungsiiberlegungen zu einzelnen isolierten Teilaspekten. In der Untemehmenspraxis war die Logistik eher Hilfs- funktion und organisatorisch zersplittert. Mittlerweile ist jedoch allenthalben die Erkenntnis gewachsen, daB die Logistik fiir viele Untemehmen wesentlich weiterreichende Bedeutung besitzt. Dieser Er- kenntnis folgend, haben sich Wissenschaft und Praxis dem Gebiet der Logistik mehr und mehr zugewandt. Sowohl ihr oft noch unausgeschopftes Rationalisierungspotential als auch ihr Stellenwert als strategisches Marketing-Instrument lassen die Logistik zum zen- tralen strategischen Erfolgsfaktor werden. Vor dem Hintergrund hoher Wettbe- werbsintensitiit, globaler und gesattigter Mackte, kiirzerer Innovationszyklen und erhOhter Unsicherheit ist die Logistik zur bedeutsamen Aufgabe der Unter- nehmensfiihrung geworden. Dabei rUckt der Integrationsaspekt der Logistik als schnittstellen-, ja selbst untemehmensiibergreifendes Konzept der Gestaltung von Giiter- und Informationsfliissen in den Mittelpunkt der Betrachtung. Die Logistik- Philosophie entwickelt sich zu einer neuen Perspektive der Untemehmensfiihrung insgesamt. Der wissenschaftlichen Erforschung dieses paradigmatischen Zusammenhanges zwischen Logistik und Untemehmensfiihrung widmet sich die Reihe "Integrierte Logistik und Untemehmensfiihrung", deren ersten Band die vorliegende Arbeit darstellt. VI Der Verfasser greift mit seiner Untersuchung ein bis heute in der wissenschaft- lichen Analyse weitgehend vernachlassigtes Tellgebiet der Logistik auf. Die Auf- tragsabwicklung besitzt als Element einer integrierten Marketing-Logistik gerade vor dem Hintergrund der rasanten informationstechnologischen Entwicklungen der letzten Jahre iiberragenden Stellenwert.


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Product Details
  • ISBN-13: 9783824400935
  • Publisher: Deutscher Universitatsverlag
  • Binding: Paperback
  • Height: 229 mm
  • No of Pages: 429
  • Series Title: Integrierte Logistik Und Unternehmensführung
  • Sub Title: Auftragsabwicklung ALS Element Der Marketing-Logistischen Strukturplanung
  • Width: 152 mm
  • ISBN-10: 3824400936
  • Publisher Date: 01 Jan 1992
  • Edition: 1992 ed.
  • Language: German
  • Returnable: N
  • Spine Width: 23 mm
  • Weight: 657 gr


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