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Marktwiderstände Und Marketingplanung

Marktwiderstände Und Marketingplanung


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About the Book

Die strategische Ausrichtung der Marketingplanung sowie eine starkere Berucksichtigung von Kontextbedingungen kennzeichnen die wesentlichen Weiterentwicklungen der Marketingtheorie in den letzten Jahren. Zunehmend setzt sich in Wissenschaft und Praxis die Erkenntnis durch, daB die Auswahl der erfolgver- sprechendsten Marketingstrategie und ihre Verwirklichung durch detaillierte Aktionsprogramme wesentlich von der Marketing- situation bestimmt wird. Die vorliegende Arbeit greift den Grundgedanken des situativen Ansatzes im Marketing auf. Ausgehend von der Uberlegung, daB MiBerfolge im Marketing vielfach auf aus den Absatzmarkten resultierenden Markthemmnissen zuruckzufuhren sind, wird nach- zuweisen versucht, daB eine Identifikation und Antizipation von Marktwiderstanden einen wesentlichen Beitrag zur Verbes- serung der Marketingplanung leisten kann. Primare Zielsetzung der Arbeit ist es, durch eine systematische Auseinandersetzung mit dem Marktwiderstandsphanomen eine verbesserte Entschei- dungshilfe fur strategische und taktische Marktwahl- und Marktbearbeitungsprobleme zu liefern. Im Mittelpunkt steht die Entwicklung eines mehrstufigen Markt- widerstandskonzepts sowie dessen beispielhafte Anwendung auf den Textverarbeitungsmarkt. Mit dem Markt fur Textverarbei-- tung wird ein Analysebereich gewahlt, der durch eine hohe Technologiedynamik gekennzeichnet ist. Wegen der gleichfalls herrschenden hohen Wettbewerbsintensitat sowie der verbreite- ten Skepsis gegenuber neuen Technologien in der Gesellschaft sowie zunehmend auch in gen Unternehmen stellt der Textver- arbeitungsmarkt ein empirisches Untersuchungsfeld dar, in dem die Anbieter mit vielfaltigen und hohen Marktwiderstanden konfrontiert werden. Die Erstellung dieser Arbeit war nur mit vielfaltiger Unter- stutzung verschiedener Personen moglich. Mein besonderer Dank gilt an dieser Stelle meinem akademischen Lehrer, VI Herrn Professor Dr. Heribert Meffert, der die Anregung fUr die Themenstellung gab und die Fertigstellung der Arbeit in allen Phasen umfassend forderte.


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Product Details
  • ISBN-13: 9783409139021
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Edition: 1984 ed.
  • Language: German
  • Returnable: N
  • Spine Width: 18 mm
  • Weight: 580 gr
  • ISBN-10: 3409139028
  • Publisher Date: 01 Jan 1984
  • Binding: Paperback
  • Height: 244 mm
  • No of Pages: 305
  • Series Title: Unternehmensführung Und Marketing
  • Sub Title: Strategische Und Taktische Lösungsansätze Am Beispiel Des Textverarbeitungsmarktes
  • Width: 170 mm


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