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Einfhrung in die Marketing-Gleichung

Einfhrung in die Marketing-Gleichung

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783658098698
Condition
New
Product Description

Dirk Lippold erlutert mit der Marketing-Gleichung die Struktur und den Handlungsrahmen fr den Entwurf einer schlagkrftigen Marketing-Konzeption. Die Marketing-Gleichung beschreibt im Rahmen der Wertschpfungskette des Unternehmens die Aktivitten des Aktionsbereichs Marketing/Vertrieb als Kernprozess mit seinen Aktionsfeldern (Prozessphasen) Segmentierung, Positionierung, Kommunikation, Distribution, Akquisition und Betreuung. Die prozessbezogene Perspektive ergnzt die instrumentelle Perspektive und damit die statische Sichtweise der Marketinginstrumente.

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