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Handelsmarketing

Handelsmarketing

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Springer Nature
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9783540694472
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Lngst spielt der Handel die zentrale Rolle in der Volkswirtschaft, er kann heute als unersetzlich gelten. Zahlreiche Industrieunternehmen der Konsumgterwirtschaft, vielleicht sogar die meisten, sind heute, gemessen an der Wertschpfungsstruktur, nicht mehr primr Hersteller (sie ,lassen herstellen, vornehmlich im Ausland), sondern sie sind primr Hndler. Deshalb ist die Beschftigung mit Handelsbetrieben und insbesondere mit Unternehmensnetzwerken in Handel, Distribution und Dienstleistung unerlsslich. Dieses Buch bietet dem Leser die hierfr notwendigen Grundlagen der marktorientierten Fhrung von Handelsbetrieben und bercksichtigt dabei auch neuere Konzepte wie z.B. den Bereich des Markenmanagements im Handel.

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