Marketing inovacì:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | Czech |
| Veröffentlicht: |
Praha
C. H. Beck
2009
|
| Schriftenreihe: | C. H. Beck pro praxi
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVIII, 291 S. graph. Darst. |
| ISBN: | 9788074000928 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804140649048440832 |
|---|---|
| adam_text | IMAGE 1
OBSAH
P*EDMLUVA AUTORA VII
UVODNI SLOVO K *ESKEMU VYDANI IX
POU*ITE ZKRATKY XI
1. MARKETING INOVACI Z POHLEDU PRAXE A V*D O CHOVANI 1
1.1 ZAKLADNI OTAZKY MARKETINGU INOVACI 1
1.1.1 O TLAKU PROBLEM* NA MARKETING INOVACI 1
1.1.2 K TERMINOLOGII 3
1.1.3 POZNATKY JEDNOTLIVYCH DISCIPLIN JAKO P*ISP*VKY PRO MARKETING
INOVACI 4
1.2 MARKETING INOVACI DNES 5
1.2.1 ROZHRANI MEZI INOVACI VYROBK* A VYZKUMEM SPOT*EBITEL* 6
1.2.2 STRATEGICKY VYZKUM TRHU INOVACI 7
2. ZAKLADY MARKETINGU INOVACI A STRATEGICKEHO VYZKUMU TRHU 9
2.1 ZAKLADY MARKETINGU INOVACI 9
2.1.1 TECHNOLOGIE A TECHNIKA 10
2.1.1.1 MODEL ZAJMOVYCH *ET*ZC* 15
2.1.1.2 EVOLU*N* TEORETICKY MODEL 16
2.1.1.3 TEORETICKY MODEL DIFUZE 18
2.1.2 INOVACE 19
2.1.3 MANAGEMENT INOVACI, TECHNOLOGII A VYZKUMU A VYVOJE 22
2.1.4 MARKETING INOVACI 24
2.1.5 STRATEGICKY MARKETING INOVACI 26
2.2 FAKTORY USP*CHU JAKO INFORMA*NI ZAKLAD PRO STRATEGICKY MARKETING
INOVACI 29
2.2.1 METODOLOGIE VYZKUMU FAKTOR* USP**NOSTI INOVACE VYROBKU (VFUIV) 32
2.2.1.1 FAKTORY USP*CHU A FAKTORY HYGIENY 32
2.2.1.2 MIRA USP*CHU 35
X V
HTTP://D-NB.INFO/1023339722
IMAGE 2
M A R K E T I N G I N O V A C I
2.2.1.3 USP**NY VYSLEDEK VERSUS USP**NY PROCES 36
2.2.1.4 SOUHRNNA KRITIKA VFUIV 38
2.2.2 VYSLEDKY VYZKUMU FAKTOR* USP*CHU U NOVYCH VYROBK* 38
2.2.3 COMPETITIVE INNOVATION ADVANTAGE (CIA) JAKO NEJD*LE*IT*J*I FAKTOR
USP*CHU 44
2.2.3.1 DEFINICE CIA 4 5
2.2.3.2 CIA A KVALITA 4 8
3. VYVOJ STRATEGII PRO MARKETING INOVACI 50
3.1 ZAKLADNI ROZHODNUTI O INOVACICH 51
3.1.1 CO ZNAMENA POT*EBA INOVACI ? 51
3.1.2 JAK UR*IME POT*EBU INOVACI? 52
3.1.2.1 POT*EBA INOVACI VYVOLANA OKOLNIMI PODMINKAMI 53
3.1.2.2 POT*EBA INOVACI VYVOLANA TECHNOLOGIEMI 54
3.1.2.3 POT*EBA INOVACI VYVOLANA PODNIKEM 56
3.1.2.4 POT*EBA INOVACI VYVOLANA ZAKAZNIKY A OBCHODEM 56
3.1.2.5 POT*EBA INOVACI VYVOLANA KONKURENCI A ODV*TVIM 58
3.2 POZICE OBORU *INNOSTI 59
3.2.1 STANOVENI POZICE OBORU *INNOSTI A STUPE* INOVACE 60
3.2.1.1 *ANCE - COMPETITIVE INNOVATION ADVANTAGE (CIA) 6 0
3.2.1.2 RIZIKA - POTENCIAL CHYB NOVEHO 61
3.2.1.3 *ANCE - RIZIKA - KONFLIKT CIL* 61
3.2.2 OBOR *INNOSTI - DIMENZE POZICE 62
3.2.2.1 SKUPINY ZAKAZNIK* 63
3.2.2.2 FUNKCE INOVACI 65
3.2.2.3 TECHNOLOGIE 67
3.3 PODPORA MANAGEMENTU A P*ID*LENI ZDROJ* 69
3.3.1 POZNATKY Z VYZKUMU 69
3.3.1.1 POZORNOST MANAGEMENTU A MODEL PROMOTOR* 69
3.3.1.2 V*ASNE P*ERU*ENI PROJEKTU 71
3.3.1.3 P*ID*LENI ZDROJ* POMOCI PORTFOLIA INOVACI 73
3.3.2 P*IPADOVA STUDIE - P*ID*LENI ZDROJ* 76
3.4 ROZHODOVANI O *ASE 82
3.5 STRATEGIE PATENT* 98
4. STRATEGICKY PR*ZKUM TRHU INOVACI VYROBK* 107
4.1 ROZPOZNANI PROBLEMU - INOVA*NI IMPULZ 109
4.1.1 STRATEGICKA SITUA*NI ANALYZA A ANALYZA BUDOUCNOSTI 110
4.1.1.1 STRATEGICKA SITUA*NI ANALYZA 111
4.1.1.2 DELFSKA METODA 116
4.1.1.3 ANALYZA SCENA** 118
XVI
IMAGE 3
OBSAH
4. 1.2 ANALYZA DIL*ICH OBLASTI 123
4.1.2.1 ANALYZA POTENCIAL* 124
4.1.2.2 ANALYZA KONKUREN*NICH VYHOD A ANALYZA ODV*TVI 125
4.1.2.2.1 VYMEZENI TRHU 127
4.1.2.2.2 ZISKAVANI INFORMACI 131
4.1.2.2.3 VYHODNOCENI A ANALYZA DAT 133
4.1.2.3 ANALYZA ZAKAZNIK* 140
4.1.2.3.1 VYSV*TLENI POJM* POT*EBA , KONKRETNI POT*EBA , POPTAVKA ,
U*ITEK 140
4.1.2.3.2 INOVA*NI METODY VYZKUMU TRHU 144
4.1.2.4 ANALYZA OKOLI/TECHNOLOGIE 151
4.2 HLEDANI NAPAD*/KREATIVITA 163
4.2.1 BRAINSTORMING A BRAINWRITING 170
4.2.2 MORFOLOGICKA SCHRANKA 172
4.3 HODNOCENI NAPAD* A JEJICH SELEKCE 177
4.3.1 ANALYZA U*ITNE HODNOTY 182
4.3.2 TESTOVANI INOVA*NICH NAPAD* Z POHLEDU TVORBY HODNOTY PRO ZAKAZNIKA
185
4.3.3 INFORMATION ACCELERATION 189
4.4 STRATEGICKY VYVOJ 192
4.4.1 ANALYZA SEGMENTACE 193
4.4.1.1 KRITERIA SEGMENTACE 195
4.4.1.2 METODY SEGMENTACE 199
4.4.2 ANALYZA POZIC A ANALYZA KONKURENCE, IMAGE A STRUKTURY 203
4.4.2.1 ANALYZA POZIC 203
4.4.2.2 ANALYZA KONKURENCE, IMAGE A STRUKTURY 207
4.5 OPERATIVNI VYVOJ 210
4.5.1 ZAM**ENI OPERATIVNIHO VYVOJE PODLE CIA 210
4.5.2 METODY ZJI**OVANI U*ITKU PRO ZAKAZNIKA 213
4.5.2.1 CONJOINT ANALYZA 215
4.5.2.2 QUALITY FUNCTION DEPLOYMENT (QFD) 222
4.5.2.3 TARGET COSTING 228
4.6 UVEDENI NA TRH 234
4.6.1 TESTOVANI TRHU 235
4.6.1.1 REALNE TESTOVANI TRHU 235
4.6.1.2 SIMULACE TESTOVANI TRH* 239
4.6.2 ADOPCE A DIFUZE 242
4.6.2.1 PROCES ADOPCE 242
4.6.2.2 VYZKUM DIFUZI 248
4.6.3 AKTIVNI MANAGEMENT DIFUZE 250
XVII
IMAGE 4
M A R K E T I N G I N O V A C I
LITERATURA 255
SEZNAM OBRAZK* 283
SEZNAM TABULEK 285
REJST*IK 287
XVIII
|
| any_adam_object | 1 |
| author | Trommsdorff, Volker 1943- Steinhoff, Fee |
| author_GND | (DE-588)118013483 |
| author_facet | Trommsdorff, Volker 1943- Steinhoff, Fee |
| author_role | aut aut |
| author_sort | Trommsdorff, Volker 1943- |
| author_variant | v t vt f s fs |
| building | Verbundindex |
| bvnumber | BV024626649 |
| ctrlnum | (OCoLC)916670978 (DE-599)BVBBV024626649 |
| format | Book |
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| genre_facet | Lehrbuch |
| id | DE-604.BV024626649 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T22:03:20Z |
| institution | BVB |
| isbn | 9788074000928 |
| language | Czech |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-018598372 |
| oclc_num | 916670978 |
| open_access_boolean | |
| owner | DE-83 |
| owner_facet | DE-83 |
| physical | XVIII, 291 S. graph. Darst. |
| publishDate | 2009 |
| publishDateSearch | 2009 |
| publishDateSort | 2009 |
| publisher | C. H. Beck |
| record_format | marc |
| series2 | C. H. Beck pro praxi |
| spelling | Trommsdorff, Volker 1943- Verfasser (DE-588)118013483 aut Marketing inovacì Volker Trommsdorff ; Fee Steinhoff Praha C. H. Beck 2009 XVIII, 291 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier C. H. Beck pro praxi Produktinnovation (DE-588)4047346-6 gnd rswk-swf Strategisches Management (DE-588)4124261-0 gnd rswk-swf Produktmarketing (DE-588)4134049-8 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Innovationsmanagement (DE-588)4161817-8 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf (DE-588)4123623-3 Lehrbuch gnd-content Innovationsmanagement (DE-588)4161817-8 s Marketing (DE-588)4037589-4 s Strategisches Management (DE-588)4124261-0 s 1\p DE-604 Produktinnovation (DE-588)4047346-6 s 2\p DE-604 Marketingmanagement (DE-588)4168907-0 s 3\p DE-604 Produktmarketing (DE-588)4134049-8 s 4\p DE-604 Steinhoff, Fee Verfasser aut DNB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018598372&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 3\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 4\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Trommsdorff, Volker 1943- Steinhoff, Fee Marketing inovacì Produktinnovation (DE-588)4047346-6 gnd Strategisches Management (DE-588)4124261-0 gnd Produktmarketing (DE-588)4134049-8 gnd Marketingmanagement (DE-588)4168907-0 gnd Innovationsmanagement (DE-588)4161817-8 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4047346-6 (DE-588)4124261-0 (DE-588)4134049-8 (DE-588)4168907-0 (DE-588)4161817-8 (DE-588)4037589-4 (DE-588)4123623-3 |
| title | Marketing inovacì |
| title_auth | Marketing inovacì |
| title_exact_search | Marketing inovacì |
| title_full | Marketing inovacì Volker Trommsdorff ; Fee Steinhoff |
| title_fullStr | Marketing inovacì Volker Trommsdorff ; Fee Steinhoff |
| title_full_unstemmed | Marketing inovacì Volker Trommsdorff ; Fee Steinhoff |
| title_short | Marketing inovacì |
| title_sort | marketing inovaci |
| topic | Produktinnovation (DE-588)4047346-6 gnd Strategisches Management (DE-588)4124261-0 gnd Produktmarketing (DE-588)4134049-8 gnd Marketingmanagement (DE-588)4168907-0 gnd Innovationsmanagement (DE-588)4161817-8 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Produktinnovation Strategisches Management Produktmarketing Marketingmanagement Innovationsmanagement Marketing Lehrbuch |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018598372&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT trommsdorffvolker marketinginovaci AT steinhofffee marketinginovaci |