Markenartikel Heute by Clemens-August Andreae - Bookswagon
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Markenartikel Heute

Markenartikel Heute


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About the Book

Der mod erne Markenartikel ist ein Kind dieses Jahrhunderts, ein Element der indu- striellen Revolution. Technischer Fortschritt zu einer immer rationelleren Produk- tion und wachsender Wohlstand einer sich schnell vermehrenden BevOikerung er- moglichten es, die bis dahin vorherrschende individuelle Fertigung von Konsum- giitern durch die Fabrikation in grolkn Serien zu ersetzen. Serienfertigung fur den Massenbedarf erfordert jedoch hohe Investitionen und planmagige Absatzsicherung. Letzteres bedingt, dag der Hersteller die Verbraucher in seine Absatzbemuhungen einbezieht. Er lOst seine Ware aus der Anonymitat, versieht sie mit seiner Marke und ubernimmt damit die Verantwortung fur gleichbleibende Qualitat aller Einzelstucke der gesamten Fertigung. Auch durch seine Werbung tritt er mit dem Verbraucher in unmittelbaren Kontakt. Es entsteht die fur den Markenartikelvertrieb typische Drei- ecksbeziehung zwischen Hersteller, Handel und Verbraucher mit einer Fulle kom- merzieller und rechtlicher Probleme. Markenartikel sind ein Bestandteil unseres Alltags. Langst sind wir es gewohnt, nahezu aile Erzeugnisse des taglichen Bedarfs, damber hinaus aber auch langlebige Gebrauchsgiiter, wie etwa Kraftfahrzeuge und Fernsehgerate, als Markenartikel zu kaufen. Die Leit-und Entlastungsfunktion des Markenartikels ist, ohne dag wir uns dessen bewugt sind, unverzichtbar geworden. Allein in der Bundesrepublik Deutsch- land werden im Jahre 1978 schatzungsweise Markenwaren im Wert von annahernd 150 Mrd. DM hergestellt sein.


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Product Details
  • ISBN-13: 9783409361927
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Edition: Softcover Reprint of the Origi ed.
  • Language: German
  • Returnable: N
  • Spine Width: 16 mm
  • Weight: 476 gr
  • ISBN-10: 3409361928
  • Publisher Date: 01 Jan 1978
  • Binding: Paperback
  • Height: 234 mm
  • No of Pages: 296
  • Series Title: Schriftenreihe Markt Und Marketing
  • Sub Title: Marke, Markt Und Marketing
  • Width: 156 mm


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