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Markt- Und Produktmanagement

Markt- Und Produktmanagement


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International Edition


About the Book

Eine traditionelle Kernaufgabe von Marketing-Entscheidern ist die Planung und Gestaltung von Maßnahmen zur Bearbeitung umfassender Märkte oder Marktsegmente. Diese Aufgabe findet ihren konkreten betrieblichen Niederschlag oft im Produktmanagement.

Die Perspektive ist branchenübergreifend und umfasst die gesamte Breite des Business-to-Business-Sektors, also sowohl klassische Industriebranchen als auch die Bereiche der unternehmensbezogenen Dienstleistungen.

In der 2. Auflage wurden aktuelle Entwicklungen aus der wissenschaftlichen und praktischen Diskussion aufgenommen, z.B. zur Netzwerkökonomie und zum Performance Contracting. Die Ausführungen zum Produktmanagement wurden erweitert.

About the Author: Prof. Dr. Michael Kleinaltenkamp ist Inhaber der Professur für Business- und Dienstleistungsmarketing an der Freien Universität Berlin.
Prof. Dr. Wulff Plinke ist Dekan an der esmt european school of management and technology, Berlin.
Prof. Dr. Frank Jacob ist Inhaber des Lehrstuhls für Marketing an der ESCP-EAP Europäische Wirtschaftshochschule Berlin.
Prof. Dr. Albrecht Söllner ist Inhaber des Lehrstuhls für ABWL, insbesondere Internationales Management, an der Europa-Universität Viadrina, Frankfurt/Oder.


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Product Details
  • ISBN-13: 9783834900913
  • Publisher: Gabler Verlag
  • Binding: Hardback
  • Height: 244 mm
  • No of Pages: 812
  • Series Title: German
  • Sub Title: Die Instrumente Des Business-To-Business-Marketing
  • Width: 170 mm
  • ISBN-10: 3834900915
  • Publisher Date: 15 Mar 2006
  • Edition: 0002-2., Uberarb. U.
  • Language: German
  • Returnable: Y
  • Spine Width: 44 mm
  • Weight: 1572 gr


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