Absatzwirtschaft für Einsteiger:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | German |
| Veröffentlicht: |
Mainz
Center of Market-Oriented Product and Production Management, Johannes Gutenberg-Universität Mainz
2018
|
| Ausgabe: | 14. Auflage |
| Schriftenreihe: | Wissenschaftliche Arbeitspapiere / Center of Market-Oriented Product and Production Management
F 6 |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Inhaltsverzeichnis |
| Beschreibung: | II, 120 Seiten Illustrationen, Diagramme 30 cm |
| ISBN: | 9783938879719 3938879718 |
Internformat
MARC
| LEADER | 00000nam a2200000 cb4500 | ||
|---|---|---|---|
| 001 | BV046107724 | ||
| 003 | DE-604 | ||
| 005 | 00000000000000.0 | ||
| 007 | t | ||
| 008 | 190819s2018 gw a||| |||| 00||| ger d | ||
| 015 | |a 18,N39 |2 dnb | ||
| 015 | |a 18,B44 |2 dnb | ||
| 016 | 7 | |a 1167258169 |2 DE-101 | |
| 020 | |a 9783938879719 |c Broschur : EUR 14.90 (DE), EUR 14.90 (AT) |9 978-3-938879-71-9 | ||
| 020 | |a 3938879718 |9 3-938879-71-8 | ||
| 024 | 3 | |a 9783938879719 | |
| 028 | 5 | 2 | |a Bestellnummer: Wiss. Arbeitspapier -F06 |
| 035 | |a (OCoLC)1075178767 | ||
| 035 | |a (DE-599)DNB1167258169 | ||
| 040 | |a DE-604 |b ger |e rda | ||
| 041 | 0 | |a ger | |
| 044 | |a gw |c XA-DE-RP | ||
| 049 | |a DE-1050 | ||
| 084 | |a QP 600 |0 (DE-625)141905: |2 rvk | ||
| 084 | |a 650 |2 sdnb | ||
| 100 | 1 | |a Huber, Frank |d 1965- |e Verfasser |0 (DE-588)124453961 |4 aut | |
| 245 | 1 | 0 | |a Absatzwirtschaft für Einsteiger |c Huber, F./Schneider, S. |
| 250 | |a 14. Auflage | ||
| 264 | 1 | |a Mainz |b Center of Market-Oriented Product and Production Management, Johannes Gutenberg-Universität Mainz |c 2018 | |
| 300 | |a II, 120 Seiten |b Illustrationen, Diagramme |c 30 cm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 490 | 1 | |a Wissenschaftliche Arbeitspapiere / Center of Market-Oriented Product and Production Management |v F |v 6 | |
| 650 | 0 | 7 | |a Marketing |0 (DE-588)4037589-4 |2 gnd |9 rswk-swf |
| 653 | |a Fachhochschul-/Hochschulausbildung | ||
| 653 | |a Absatzwirtschaft | ||
| 653 | |a Grundlagen Marketing | ||
| 653 | |a Konsumentenverhalten | ||
| 653 | |a Marketing-Mix | ||
| 653 | |a Marketingstrategie | ||
| 655 | 7 | |8 1\p |0 (DE-588)4151278-9 |a Einführung |2 gnd-content | |
| 689 | 0 | 0 | |a Marketing |0 (DE-588)4037589-4 |D s |
| 689 | 0 | |8 2\p |5 DE-604 | |
| 700 | 1 | |a Schneider, Sebastian |d 1986- |e Verfasser |0 (DE-588)1123511675 |4 aut | |
| 710 | 2 | |a Center of Market Oriented Product and Production Management |0 (DE-588)10122005-4 |4 pbl | |
| 780 | 0 | 0 | |i Vorangegangen ist |z 978-3-938879-69-6 |
| 810 | 2 | |a Center of Market-Oriented Product and Production Management |t Wissenschaftliche Arbeitspapiere |v F ; 6 |w (DE-604)BV021603096 |9 6 | |
| 856 | 4 | 2 | |m B:DE-101 |q application/pdf |u http://d-nb.info/1167258169/04 |3 Inhaltsverzeichnis |
| 856 | 4 | 2 | |m DNB Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=031488406&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-031488406 | ||
| 883 | 1 | |8 1\p |a cgwrk |d 20201028 |q DE-101 |u https://d-nb.info/provenance/plan#cgwrk | |
| 883 | 1 | |8 2\p |a cgwrk |d 20201028 |q DE-101 |u https://d-nb.info/provenance/plan#cgwrk | |
Datensatz im Suchindex
| _version_ | 1804180419884613632 |
|---|---|
| adam_text | INHALT
1 M A R K E T IN G K O N Z E PT C H A R A K TE R ISIER E N K OE N N E N
(B E G R IF F ). 1
1.1 R EVOLU TION ) IM M ARKETING
____
.............................................................................
1
1.2
GRUNDGEDANKEN........................................................................................................
4
2_ ST R A T EG ISC H E S M A R K E T IN G K E N N E N L E R N E N
........................................5
2.1 GRUNDLAGEN DES STRATEGISCHEN M ARKETINGS.................
__
...............................*... 5
2.1.1
ABLAUFPROZESS...............................................................................................................
5
2.1.1 B EGRIFF UND
PERSPEKTIVEN.......................................................................................
5
2.2 ANALYSEMETHODEN
....................................................................................................7
2.2.1
UEBERBLICK...................................................................................................................
7
2.2.2
PORTFOLIOANALYSE.........................................................................................................
11
2.2.3
PRODUKTLEBENSZYKLUSANALYSE.....................................................................................14
2.2.4
ERFAHRUNGSKURVENMODELL...................................................
16
2.2.5 WERTKETTENANALYSE
..................
18
2.2.6
5-FORCES.....................................................................................................................
18
2.3 BASISSTRATEGIEN IM M
ARKETING..............................................................................
22
2.3.1 BESTIMMUNG DER GESCHAEFTSBEREICHE
..................
22
2.3.2
SEGMENTIERUNG............................................................................................................24
2.3.3 BASISSTRATEGISCHE STOSSRICHTUNGEN..................................
25
1 A IISG EW AEH LTE M A ^K E T IN G -M IX -IN ST R U M E N T E V E R ST
EH E N
UND TR EN D S E R K E N N E N
..................................................................................................
38
3.1 PRODUKTMANAGEMENT UND
KUNDENZUFRIEDENHEIT................................................ 38
3.1.1 PHASEN DES
INNOVATIONSPROZESSES............................................................................39
3.1.2 IDEENGENERIERUNG
........................
39
3.1.3 KONZEPTPOSITIONIERUNG UND -ENTWICKLUNG
.........................
41
3.1.4
MARKTEINFUEHRUNG.......................................................................
47
3.2
PREISMANAGEMENT..................................................................................................
47
3.2.1 PREISPOLITISCHE ZIELE/STRATEGIEN
ERMITTELN...............................................................
49
3.2.2 VERFAHREN ZUR
PREISBILDUNG......................................................................................
53
3.2.3 PREISPSYCHOLOGIE
...................
57
3.3 DISTRIBUTIONSMANAGEMENT
....................................................................................58
3.3.1
EINFUEHRUNG...........................................................................................
58
3.3.2 AUSGESTALTUNG DES VERTRIEBSSYSTEMS
.......................................................................
59
3.3.3 TRENDS IN DER
DISTRIBUTIONSPOLITIK............................................................................67
3.4 KOMMUNIKATIONS- UND
MARKENMANAGEMENT..................................................... 68
3.4.1 KOMMUNIKATIONSPOLITIK UND WERBEPLANUNG
............................................................
68
3.4.2 MARKENMANAGEMENT
................................................................................................
106
L IT E R A T U R V E R Z E IC H N
IS..............................................................................................
119
|
| any_adam_object | 1 |
| author | Huber, Frank 1965- Schneider, Sebastian 1986- |
| author_GND | (DE-588)124453961 (DE-588)1123511675 |
| author_facet | Huber, Frank 1965- Schneider, Sebastian 1986- |
| author_role | aut aut |
| author_sort | Huber, Frank 1965- |
| author_variant | f h fh s s ss |
| building | Verbundindex |
| bvnumber | BV046107724 |
| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)1075178767 (DE-599)DNB1167258169 |
| discipline | Wirtschaftswissenschaften |
| edition | 14. Auflage |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>02662nam a2200601 cb4500</leader><controlfield tag="001">BV046107724</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">00000000000000.0</controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">190819s2018 gw a||| |||| 00||| ger d</controlfield><datafield tag="015" ind1=" " ind2=" "><subfield code="a">18,N39</subfield><subfield code="2">dnb</subfield></datafield><datafield tag="015" ind1=" " ind2=" "><subfield code="a">18,B44</subfield><subfield code="2">dnb</subfield></datafield><datafield tag="016" ind1="7" ind2=" "><subfield code="a">1167258169</subfield><subfield code="2">DE-101</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9783938879719</subfield><subfield code="c">Broschur : EUR 14.90 (DE), EUR 14.90 (AT)</subfield><subfield code="9">978-3-938879-71-9</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">3938879718</subfield><subfield code="9">3-938879-71-8</subfield></datafield><datafield tag="024" ind1="3" ind2=" "><subfield code="a">9783938879719</subfield></datafield><datafield tag="028" ind1="5" ind2="2"><subfield code="a">Bestellnummer: Wiss. Arbeitspapier -F06</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)1075178767</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)DNB1167258169</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rda</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">ger</subfield></datafield><datafield tag="044" ind1=" " ind2=" "><subfield code="a">gw</subfield><subfield code="c">XA-DE-RP</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-1050</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 600</subfield><subfield code="0">(DE-625)141905:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">650</subfield><subfield code="2">sdnb</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Huber, Frank</subfield><subfield code="d">1965-</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)124453961</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Absatzwirtschaft für Einsteiger</subfield><subfield code="c">Huber, F./Schneider, S.</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">14. Auflage</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Mainz</subfield><subfield code="b">Center of Market-Oriented Product and Production Management, Johannes Gutenberg-Universität Mainz</subfield><subfield code="c">2018</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">II, 120 Seiten</subfield><subfield code="b">Illustrationen, Diagramme</subfield><subfield code="c">30 cm</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="490" ind1="1" ind2=" "><subfield code="a">Wissenschaftliche Arbeitspapiere / Center of Market-Oriented Product and Production Management</subfield><subfield code="v">F</subfield><subfield code="v">6</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="653" ind1=" " ind2=" "><subfield code="a">Fachhochschul-/Hochschulausbildung</subfield></datafield><datafield tag="653" ind1=" " ind2=" "><subfield code="a">Absatzwirtschaft</subfield></datafield><datafield tag="653" ind1=" " ind2=" "><subfield code="a">Grundlagen Marketing</subfield></datafield><datafield tag="653" ind1=" " ind2=" "><subfield code="a">Konsumentenverhalten</subfield></datafield><datafield tag="653" ind1=" " ind2=" "><subfield code="a">Marketing-Mix</subfield></datafield><datafield tag="653" ind1=" " ind2=" "><subfield code="a">Marketingstrategie</subfield></datafield><datafield tag="655" ind1=" " ind2="7"><subfield code="8">1\p</subfield><subfield code="0">(DE-588)4151278-9</subfield><subfield code="a">Einführung</subfield><subfield code="2">gnd-content</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="8">2\p</subfield><subfield code="5">DE-604</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Schneider, Sebastian</subfield><subfield code="d">1986-</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)1123511675</subfield><subfield code="4">aut</subfield></datafield><datafield tag="710" ind1="2" ind2=" "><subfield code="a">Center of Market Oriented Product and Production Management</subfield><subfield code="0">(DE-588)10122005-4</subfield><subfield code="4">pbl</subfield></datafield><datafield tag="780" ind1="0" ind2="0"><subfield code="i">Vorangegangen ist</subfield><subfield code="z">978-3-938879-69-6</subfield></datafield><datafield tag="810" ind1="2" ind2=" "><subfield code="a">Center of Market-Oriented Product and Production Management</subfield><subfield code="t">Wissenschaftliche Arbeitspapiere</subfield><subfield code="v">F ; 6</subfield><subfield code="w">(DE-604)BV021603096</subfield><subfield code="9">6</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">B:DE-101</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://d-nb.info/1167258169/04</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">DNB Datenaustausch</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=031488406&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-031488406</subfield></datafield><datafield tag="883" ind1="1" ind2=" "><subfield code="8">1\p</subfield><subfield code="a">cgwrk</subfield><subfield code="d">20201028</subfield><subfield code="q">DE-101</subfield><subfield code="u">https://d-nb.info/provenance/plan#cgwrk</subfield></datafield><datafield tag="883" ind1="1" ind2=" "><subfield code="8">2\p</subfield><subfield code="a">cgwrk</subfield><subfield code="d">20201028</subfield><subfield code="q">DE-101</subfield><subfield code="u">https://d-nb.info/provenance/plan#cgwrk</subfield></datafield></record></collection> |
| genre | 1\p (DE-588)4151278-9 Einführung gnd-content |
| genre_facet | Einführung |
| id | DE-604.BV046107724 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T08:35:28Z |
| institution | BVB |
| institution_GND | (DE-588)10122005-4 |
| isbn | 9783938879719 3938879718 |
| language | German |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-031488406 |
| oclc_num | 1075178767 |
| open_access_boolean | |
| owner | DE-1050 |
| owner_facet | DE-1050 |
| physical | II, 120 Seiten Illustrationen, Diagramme 30 cm |
| publishDate | 2018 |
| publishDateSearch | 2018 |
| publishDateSort | 2018 |
| publisher | Center of Market-Oriented Product and Production Management, Johannes Gutenberg-Universität Mainz |
| record_format | marc |
| series2 | Wissenschaftliche Arbeitspapiere / Center of Market-Oriented Product and Production Management |
| spelling | Huber, Frank 1965- Verfasser (DE-588)124453961 aut Absatzwirtschaft für Einsteiger Huber, F./Schneider, S. 14. Auflage Mainz Center of Market-Oriented Product and Production Management, Johannes Gutenberg-Universität Mainz 2018 II, 120 Seiten Illustrationen, Diagramme 30 cm txt rdacontent n rdamedia nc rdacarrier Wissenschaftliche Arbeitspapiere / Center of Market-Oriented Product and Production Management F 6 Marketing (DE-588)4037589-4 gnd rswk-swf Fachhochschul-/Hochschulausbildung Absatzwirtschaft Grundlagen Marketing Konsumentenverhalten Marketing-Mix Marketingstrategie 1\p (DE-588)4151278-9 Einführung gnd-content Marketing (DE-588)4037589-4 s 2\p DE-604 Schneider, Sebastian 1986- Verfasser (DE-588)1123511675 aut Center of Market Oriented Product and Production Management (DE-588)10122005-4 pbl Vorangegangen ist 978-3-938879-69-6 Center of Market-Oriented Product and Production Management Wissenschaftliche Arbeitspapiere F ; 6 (DE-604)BV021603096 6 B:DE-101 application/pdf http://d-nb.info/1167258169/04 Inhaltsverzeichnis DNB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=031488406&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 |
| spellingShingle | Huber, Frank 1965- Schneider, Sebastian 1986- Absatzwirtschaft für Einsteiger Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4151278-9 |
| title | Absatzwirtschaft für Einsteiger |
| title_auth | Absatzwirtschaft für Einsteiger |
| title_exact_search | Absatzwirtschaft für Einsteiger |
| title_full | Absatzwirtschaft für Einsteiger Huber, F./Schneider, S. |
| title_fullStr | Absatzwirtschaft für Einsteiger Huber, F./Schneider, S. |
| title_full_unstemmed | Absatzwirtschaft für Einsteiger Huber, F./Schneider, S. |
| title_short | Absatzwirtschaft für Einsteiger |
| title_sort | absatzwirtschaft fur einsteiger |
| topic | Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing Einführung |
| url | http://d-nb.info/1167258169/04 http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=031488406&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| volume_link | (DE-604)BV021603096 |
| work_keys_str_mv | AT huberfrank absatzwirtschaftfureinsteiger AT schneidersebastian absatzwirtschaftfureinsteiger AT centerofmarketorientedproductandproductionmanagement absatzwirtschaftfureinsteiger |
Es ist kein Print-Exemplar vorhanden.
Inhaltsverzeichnis