Operatives Marketing by Willy Schneider - Bookswagon
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Operatives Marketing

Operatives Marketing


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About the Book

Erfolgreiche Marketing-Konzeptionen setzen sich im Wesentlichen aus drei Bausteinen zusammen: 1. Marketing-Forschung - 2. Strategisches Marketing - 3. Operatives Marketing. Einer solchen Systematik folgend muss das Augenmerk der Marketing-Verantwortlichen zunächst auf den Markt und damit auf die Käufer gerichtet sein. Auf diesen Erkenntnissen aufbauend muss ein langfristiger Verhaltensplan aufgestellt werden, den es mittels des systematischen Einsatzes der Marketing-Instrumente zu realisieren gilt. Der letzten Aufgabe, also der konkreten Ausgestaltung und damit dem Kernstück der Marketing-Funktion, widmet sich das vorliegende Lehrbuch. Angesichts der Vielzahl an Marketing-Lehrbüchern ist einer Neuerscheinung nur dann Erfolg beschieden, wenn sie eine Unique Selling Proposition bietet. Alleinstellungsmerkmal des vorliegenden Lehrbuchs bildet der duale Ansatz im Sinne einer konsequenten Vernetzung von Theorie und Praxis. Diese Akzentuierung schlägt sich u.a. darin nieder, dass zahlreiche Praxisfälle eingebunden sind, sowie dem bewährten Instrument des Fallbeispiels ein umfangreiches Kapitel eingeräumt wird. Das vorliegende Buch wird flankiert von zwei weiteren Lehrbüchern sowie einem Arbeitsbuch (alle im Oldenbourg-Verlag erschienen), die zusammen das gesamte Marketing-Wissen abdecken und sich damit zu einem Gesamtwerk zusammenfügen: - Marketing-Forschung und Käuferverhalten: Effiziente Beschaffung und Analyse von Markt- und Kundeninformationen - Strategisches Marketing: Von der Planung zum strategischen Profil - Arbeitsbuch Marketing-Management und Käuferverhalten


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Product Details
  • ISBN-13: 9783486733112
  • Publisher: Walter de Gruyter
  • Publisher Imprint: Walter De Gruyter
  • Height: 240 mm
  • No of Pages: 476
  • Spine Width: 0 mm
  • Width: 170 mm
  • ISBN-10: 3486733117
  • Publisher Date: 29 May 2013
  • Binding: Paperback
  • Language: German
  • Returnable: Y
  • Weight: 807 gr


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