Strategische Unternehmensführung Und Marketing by Heribert Meffert
Strategische Unternehmensführung Und Marketing

Strategische Unternehmensführung Und Marketing


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About the Book

Im Zeichen einer sich schneller wandelnden Umwelt mit neuen wettbewerbsbezogenen und technologischen Herausforderungen werden seit einigen Jahren Fragestellungen der strate- gischen Unternehmens-und Marketingplanung intensiv diskutiert. Das Ergebnis vielfältiger Bemühungen in Wissenschaft und Praxis ist eine Vielzahl von strategischen Konzepten und Denkmodellen, die sich inhaltlich durch bestimmte Schwerpunkte unterscheiden und die Probleme aus den unterschiedlichen Blickwinkeln des Marktes, des Wettbewerbs oder der Technologie heraus zu lösen versuchen. Letztlich ist allen Ansätzen gemeinsam, daß sie sich mit der Analyse von Erfolgsbedingungen und der Entwicklung langfristig angelegter Kon- zepte zur Zukunftssicherung befassen. Die vorliegende Veröffentlichung ist eine Sammlung von Beiträgen, die Sich mit den un- terschiedlichen Sichtweisen und Entwicklungsperspektiven der Thematik befaßt. Bereits seit Beginn der 80er Jahre habe ich mich intensiv um die Lokalisierung der zentralen Pro- blemfelder und das Auffinden von strategischen Lösungsansätzen bemüht. Vor diesem Hin- tergrund reichen die Beiträge, Thesen und Kommentare dieses Buches von den Grundpro- blemen der strategischen Unternehmens- und Marketingplanung zu den Perspektiven der marktorientierten Unternehmensführung. Entsprechend den Schwerpunkten der aktuellen Diskussion wird die Thematik darüber hinaus in die Perspektive wettbewerbsorientierter Marketingstrategien und neuer Informations- und Kommunikationstechnologien sowie in die Entwicklungen im sektoralen und internationalen Strukturwandel und in dynamischer Umwelt untergliedert. Ziel der Veröffentlichung ist es, die zahlreichen Facetten der strategi- schen Unternehmens-und Marketingplanung im Rahmen einer kritischen Bestandsaufnah- me zu beleuchten und Zukunftsperspektiven aufzuzeigen.


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Product Details
  • ISBN-13: 9783409136136
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Edition: Softcover Reprint of the Origi ed.
  • Language: German
  • Returnable: N
  • Spine Width: 22 mm
  • Weight: 716 gr
  • ISBN-10: 3409136134
  • Publisher Date: 01 Jan 1988
  • Binding: Paperback
  • Height: 244 mm
  • No of Pages: 408
  • Series Title: German
  • Sub Title: Beiträge Zur Marktorientierten Unternehmenspolitik
  • Width: 170 mm


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