Marketing und Vertrieb in technologieorientierten Unternehmen mittlerer Größe
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Marketing und Vertrieb in technologieorientierten Unternehmen mittlerer Größe

Marketing und Vertrieb in technologieorientierten Unternehmen mittlerer Größe


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About the Book

Diplomarbeit aus dem Jahr 2006 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Technische Universität Chemnitz (Professur für Marketing und Handelsbetriebslehre), Sprache: Deutsch, Abstract: Der stärker werdende Wettbewerb auf Industriegütermärkten, welcher u.a. durch die weiterhin zunehmende Globalisierung getrieben wird, stellt technologieorientierte kleine und mittelständische Unternehmen (KMU) vor ernst zu nehmende Herausforderungen. Dem Bereich Marketing und Vertrieb als direkte Schnittstelle eines Unternehmens zu seinem Marktumfeld kommt dabei eine tragende Rolle zu, diesen Herausforderungen zu begegnen. Dessen ungeachtet wird dieser Thematik in der betriebswirtschaftlichen Literatur keine große Aufmerksamkeit geschenkt, fundierte Fachliteratur zur Ausgestaltung von Marketing und Vertrieb in KMU ist eher selten anzutreffen. Mit dem Ziel, KMU eine wissenschaftlich begründete Hilfestellung bei der Annäherung an das Thema Marketing zu geben, bildet daher eine umfassende Literaturrecherche aus über 150 Quellen die Grundlage dieser Arbeit. Diese bündelt die verfügbaren Erkenntnisse und eruiert relevante Informationen und Vorgehensweisen für KMU. Dadurch ist es möglich. eine Einordnung des Marketings in KMU in die wissenschaftlichen Strömungen und die Formulierung von konkreten Zugängen zu der Thematik vorzunehmen. Nach Erarbeitung dieses theoretischen Fundaments werden allgemeine praxisrelevante Aspekte sowie anschauliche Erkenntnisse zu Marketingorganisation, marktorientierten Unternehmenssteuerung, Einsatz der Marketinginstrumente und Erfolgskontrolle in KMU aufgezeigt. Auf diesem Weg erhalten Unternehmer einen direkten Zugang zu relevanten Forschungsergebnissen. Die Brücke zur Praxis schlägt die qualitative Studie über zwölf KMU, mit denen intensive Gespräche über den gesamten Themenbereich geführt wurden. Die anonymisierten Ergebnisse dieser Gespräche werden detailliert dargestellt und für Praxis und Wissenschaft relevante Ergebnisse dis


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Product Details
  • ISBN-13: 9783656208747
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 180
  • Series Title: German
  • Sub Title: Theoretische und qualitative Erkenntnisse für Unternehmen mit 50-150 Mitarbeitern
  • Width: 148 mm
  • ISBN-10: 3656208743
  • Publisher Date: 03 Jun 2012
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 10 mm
  • Weight: 290 gr


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Marketing und Vertrieb in technologieorientierten Unternehmen mittlerer Größe
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