Marketingorientierte Unternehmensführung by Karl-Heinz Hoppe
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Marketingorientierte Unternehmensführung

Marketingorientierte Unternehmensführung


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About the Book

Eine idealistische und utopistische Idee wird beerdigt. Die Last des Sarges ist schwer. Trauerreden werden kaum gehalten, weil die Verstorbene viel Ungliick, Unheil und Unordnung binterlassen hat und weil die geschwachten Oberlebenden mit den Aufraumarbeiten beschaftigt sind. Seit Herbst 1990 lauft der ProzeB der wirtschaftlichen Wiedervereinigung Deutschlands. Ohne konzeptionelle und organisatorische Vorbereitung prallten zwei unterschiedliche Wirtschaftssysteme aufeinander, quasi zwei Welten, die sich gar nicht vereinigen konnen. Heute, ein Jahr danach, ist die Begriindung fiiI das Desaster des Sozialismus beinahe iiberfliissig: es ist offenbar, daB das marktwirtschaftliche System funktioniert, oder zumindest okonomisch gesund ist, wamend das planwirtschaftliche System zuvor den praktischen Beweis seiner Undurchfiihrbarkeit erbracht hatte. Konsequenz: Das Wissen und die Meinung erfahrener Fachleute der Wirtschaft und der Wissenschaft sind gefragt, den ProzeB der wirtschaftlichen Angleichung der neuen Bundeslander zu analysieren und zu kommentieren. Das erste Jahr nach der "Wende" hat eine Reihe von Erfolgen mit Signalwir- kung in den sogenannten neuen Bundeslandem hervorgebracht, aber die Bilanz zeigt auch erhebliche unvorhersehbare Probleme und Friktionen. Dabei wird nicht allein der wirtschaftliche Bereich beriihrt: zwischenmenschliche Beziehungen sind baufig einer subtilen Belastungsprobe ausgesetzt. Der GesundungsprozeB einer Wirtschaft beginnt in seinen Mikroorganismen, den neuen Untemehmungen. Es muG eine ganzheitliche Umgestaltung der be- trieblichen Prozesse - beginnend mit einer neuen Untemehmensphilosophie iiber eine vollig veranderte Untemehmensfiihrung bis bin zur Beherrschung veranderter Absatzprozesse - in kurzen Zeitraumen vorgenommen werden.


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Product Details
  • ISBN-13: 9783409134606
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Edition: 1992 ed.
  • Language: German
  • Returnable: N
  • Spine Width: 13 mm
  • Weight: 453 gr
  • ISBN-10: 3409134603
  • Publisher Date: 01 Jan 1992
  • Binding: Paperback
  • Height: 244 mm
  • No of Pages: 238
  • Series Title: German
  • Sub Title: Konzepte Und Perspektiven Für Die Neuen Bundesländer
  • Width: 170 mm


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