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Marketing - Schnell Erfasst
Paperback
Series: Wirtschaft - Schnell Erfasst
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ISBN13: 9783662544600
Publisher: Springer Gabler
Published: Jul 14 2023
Language: German
Dieses Lehrbuch bietet Ihnen eine leicht verständliche Einführung in das Themengebiet Marketing. Markt- und Kundenorientierung sind der Dreh- und Angelpunkt erfolgsträchtiger Unternehmensstrategien - Marketing bedeutet, ein Unternehmen in allen betrieblichen Funktionen vom Vertrieb über die Produktion bis zur Entwicklung marktorientiert zu führen.
Im ersten Teil des Buches lernen Sie die konzeptionellen Grundlagen kennen, z. B. Erkenntnisse über das Verhalten von Kunden. Teil 2 behandelt das strategische Marketing. Auf der Grundlage einer systematischen Umwelt- und Unternehmensanalyse entstehen Wachstums-, Wettbewerbs- und Markenstrategien. Teil 3 zeigt, wie Unternehmen ein Bündel von Marketinginstrumenten gestalten können: ihre Produkt- und Programmgestaltung, ihre Preis- und Vertriebspolitik sowie ihre Kommunikations- und Werbema nahmen.
Zahlreiche Beispiele ergänzen die Theoriebausteine. Mit Übungsaufgaben und Lösungshinweisen können Sie Ihr Wissen testen. In einem Glossar werden die wichtigsten Begriffe rund um das Thema Marketing prägnant erläutert.
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