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Dieter Ahlert & Peter Kenning
Handelsmarketing [PDF ebook]
Grundlagen der marktorientierten Fuhrung von Handelsbetrieben

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Cover of Dieter Ahlert & Peter Kenning: Handelsmarketing (PDF)

Längst spielt der Handel die zentrale Rolle in der Volkswirtschaft, er kann heute als unersetzlich gelten. Zahlreiche Industrieunternehmen der Konsumgüterwirtschaft, vielleicht sogar die meisten, sind heute, gemessen an der Wertschöpfungsstruktur, nicht mehr primär Hersteller (sie , lassen herstellen’, vornehmlich im Ausland), sondern sie sind primär Händler. Deshalb ist die Beschäftigung mit Handelsbetrieben und insbesondere mit Unternehmensnetzwerken in Handel, Distribution und Dienstleistung unerlässlich. Dieses Buch bietet dem Leser die hierfür notwendigen Grundlagen der marktorientierten Führung von Handelsbetrieben und berücksichtigt dabei auch neuere Konzepte wie z.B. den Bereich des Markenmanagements im Handel.

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Language German ● Format PDF ● ISBN 9783540694472 ● Publisher Springer Berlin Heidelberg ● Published 2007 ● Downloadable 3 times ● Currency EUR ● ID 6377099 ● Copy protection Adobe DRM

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