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Marketingstrategie und Marketingpolitik

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Brand
Springer Nature
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Part Number
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GTIN
9783540268246
Condition
New
Product Description

Gegenstand des Buches sind die Marketingstrategien von Markenartikelproduzenten und Handelsorganisationen auf mehrstufigen Mrkten. Im Bereich der Markenartikelproduktion werden die strategische Planung von Geschftsfeldern, die Produktstrategien (insbesondere die Produktinnovation) und die Markenstrategien behandelt. Fr Handelsorganisationen wird die strategische Planung der Betriebsform und der Warengruppen dargestellt. Das Buch erarbeitet die typischen Marketingpolitiken fr Markenartikelproduzenten und fr Handelsorganisationen; auerdem werden die Mglichkeiten einer kooperativen Marketingpolitik von Industrie und Handel untersucht.

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