Strategisches Affinity-Group-Management by Walter Schertler
Strategisches Affinity-Group-Management

Strategisches Affinity-Group-Management


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About the Book

Welche Marktbearbeitungsstrategien sind in Zukunft besonders erfolgversprechend? Für diese zentrale Fragestellung des Strategischen Managements leitet Walter Schertler auf Basis aktueller Forschungsergebnisse eine effektive Segmentierungslogik für Märkte ab. Im Mittelpunkt des Affinity-Group-Managements steht ein neues Zielgruppenverständnis, das die Marktsegmentierung an der Gruppensoziologie von Szenen orientiert und deren Affinitäten mit den virtuellen Möglichkeiten von Internet und Social Media kombiniert.

Die zweite Auflage beinhaltet die Überarbeitung und Aktualisierung des Affinity-Group-Ansatzes und seines Bezugsrahmens. Außerdem wurde das Lehrbuch um die aktuellen Themenkomplexe Service-Design und Service-Engineering im Rahmen des Strategischen Dienstleistungsmanagements erweitert. Diese werden darüber hinaus in den grundlegend neu konzipierten Ansatz für serviceorientierte Affinity-Group-Geschäftsmodelle von Communities integriert.


About the Author:

Univ.-Prof. Dr. Walter Schertler ist Inhaber des Lehrstuhls für Organisation und Strategisches Management an der Universität Trier sowie Gastprofessor an der Wirtschaftsuniversität Wien.


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Product Details
  • ISBN-13: 9783834931597
  • Publisher: Gabler Verlag
  • Binding: Paperback
  • Height: 244 mm
  • No of Pages: 216
  • Series Title: German
  • Sub Title: Entwicklung Serviceorientierter Community-Geschäftsmodelle
  • Width: 170 mm
  • ISBN-10: 3834931594
  • Publisher Date: 12 Apr 2012
  • Edition: 2
  • Language: German
  • Returnable: Y
  • Spine Width: 12 mm
  • Weight: 426 gr


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