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Marketing Im Perspektivenwechsel: Festschrift Für Udo Koppelmann
Hardcover
ISBN13: 9783540262909
Publisher: Springer Nature
Published: Jul 15 2005
Pages: 369
Weight: 1.57
Height: 0.88 Width: 6.14 Depth: 9.21
Language: German
Das Seminar für Beschaffung und Produktpolitik an der Universität zu Köln versucht als einzige Forschungsinstitution an deutschen Universitäten eine Verbindung zwischen den Marketingperspektiven der beiden Funktionsbereiche Beschaffung und Absatz herzustellen. Die einzelnen Beiträge in diesem Werk tragen demnach dazu bei, die Wichtigkeits- wie auch Ähnlichkeitsannahme zu stützen. Beide Funktionsbereiche sind für den langfristigen Unternehmenserfolg gleicherma en verantwortlich und können dabei von ähnlichen Problemen und Strukturen ausgehen. Der Bogen der Beiträge spannt sich dabei von einer historischen Entwicklung des Marketing oder methodischen Ansätzen zur Bewertung von Produktkonzeptionen bis zu kritischen Analysen relevanter Trends wie dem E-business oder Global Sourcing im Rahmen beschaffungsmarketingpolitischen Handelns.
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