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Die Rolle der Marketingabteilung
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ISBN10: 3656317860
ISBN13: 9783656317869
Publisher: Grin Verlag
Published: Nov 23 2012
Pages: 52
Weight: 0.18
Height: 0.12 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783656317869
Publisher: Grin Verlag
Published: Nov 23 2012
Pages: 52
Weight: 0.18
Height: 0.12 Width: 5.83 Depth: 8.27
Language: German
Bachelorarbeit aus dem Jahr 2012 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Technische Universität Bergakademie Freiberg (Lehrstuhl für Marketing und Internationalen Handel), Sprache: Deutsch, Abstract: Abbildungsverzeichnis ............................................................................................................ II Tabellenverzeichnis ................................................................................................................. II Abkürzungsverzeichnis ......................................................................................................... III 1 Einleitung ............................................................................................................................... 1 2 Definitorische Grundlagen ................................................................................................... 3 2.1 Marketing als duales Führungskonzept ............................................................................ 3 2.2 Die Resource-Dependence-Perspektive ........................................................................... 5 3 Die Entwicklung des Marketing........................................................................................... 6 4 Die Marketingabteilung als funktionale Einheit im Unternehmen ................................ 10 4.1 Aufgaben der Marketingabteilung ................................................................................. 10 4.2 Einfluss der Marketingabteilung innerhalb des Unternehmens ..................................... 11 4.2.1 Einflussdeterminanten ............................................................................................. 11 4.2.2 Einflussauswirkungen ............................................................................................. 18 4.2.3 Einflussverlust ......................................................................................................... 19 4.2.4 Gründe für Einflus
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