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Ralph Berndt
Marketingstrategie und Marketingpolitik [PDF ebook]

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Cover von Ralph Berndt: Marketingstrategie und Marketingpolitik (PDF)

Gegenstand des Buches sind die Marketingstrategien von Markenartikelproduzenten und Handelsorganisationen auf mehrstufigen Märkten. Im Bereich der Markenartikelproduktion werden die strategische Planung von Geschäftsfeldern, die Produktstrategien (insbesondere die Produktinnovation) und die Markenstrategien behandelt. Für Handelsorganisationen wird die strategische Planung der Betriebsform und der Warengruppen dargestellt.

Das Buch erarbeitet die typischen Marketingpolitiken für Markenartikelproduzenten und für Handelsorganisationen; außerdem werden die Möglichkeiten einer kooperativen Marketingpolitik von Industrie und Handel untersucht.

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Sprache Deutsch ● Format PDF ● ISBN 9783540268246 ● Verlag Springer Berlin Heidelberg ● Erscheinungsjahr 2006 ● herunterladbar 3 mal ● Währung EUR ● ID 6315985 ● Kopierschutz Adobe DRM

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