Vertikale Marketingstrategien Im Investitionsgueterbereich
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Vertikale Marketingstrategien Im Investitionsgueterbereich

Vertikale Marketingstrategien Im Investitionsgueterbereich


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About the Book

Aufgrund einer sich weiter verscharfenden Wettbewerbssituation in der Produktionsguter- und speziell in der Einsatzstoffindustrie (z.B. Chemische Industrie, Metallindustrie) gewinnt eine strategische Marketingorientierung auch fur die Primarindustrie zunehmend an Bedeutung. Die Arbeit entwickelt eine ganzheitliche Konzeption zur Bearbeitung von mehrstufigen Markten, sog. Vertikalketten. Hierzu erfolgt zunachst die Ableitung einer Strategischen Analyse und die daran anschliessende Diskussion von 18 Analyseinstrumenten (z.B. Produktanalyse, Indexmethode, Prognoseverfahren, Substitutionsanalysen, Machtanalysen). Aufbauend auf der Strategischen Analyse werden 15 vertikale Strategieoptionen fur Einsatzstoffhersteller (z.B. Einstufiges und Mehrstufiges Marketing, Preis-Mengen-Strategien, Praferenzstrategien inklusive Serviceleistungen und Ingredient Branding, Push- und Pull-Strategien, Beziehungsmarketing, vertikale Integration) abgeleitet, ausfuhrlich dargestellt, anhand von Fallbeispielen exemplifiziert und vergleichend beurteilt."
About the Author: Der Autor: Carsten Baumgarth, geboren 1968 in Darmstadt, studierte von 1989 bis 1994 Betriebswirtschaftslehre an der Universitat Siegen. Ab 1994 wissenschaftlicher Mitarbeiter am Lehrstuhl fur Marketing der Universitat Siegen. Zwischen 1994 und 1997 war er Lehrbeauftragter fur Betriebswirtschaftslehre und Marketing an der Fachhochschule Frankfurt; ab 1995 Dozent des Berufsbildungszentrums der IHK Siegen. 1998 Promotion."


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Product Details
  • ISBN-13: 9783631339442
  • Publisher: Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften
  • Publisher Imprint: Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften
  • Edition: New edition
  • Language: German
  • Returnable: N
  • Sub Title: Dargestellt Am Beispiel Von Einsatzstoffen
  • Width: 148 mm
  • ISBN-10: 3631339445
  • Publisher Date: 01 Sep 1998
  • Binding: Paperback
  • Height: 210 mm
  • No of Pages: 345
  • Series Title: European University Studies. Series V, Economics and Managem
  • Weight: 530 gr


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