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Industrielles Marketing

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In diesem Buch bilden Geschäftstypen den übergeordneten Bezugsrahmen. Die einzelnen Marketinginstrumente (strategisch und operativ) werden jedoch zunächst losgelöst erörtert. Innerhalb des jeweiligen Instruments werden dann Spezifika im Hinblick auf die unterschiedlichen Geschäftstypen diskutiert. Eine starke unternehmenspraktische Ausrichtung wird dadurch erreicht, indem die dargestellten Instrumente des Industriegütermarketings um praktische Fallbeispiele ergänzt werden. Das Buch richtet sich an Studenten der Betriebswirtschaftslehre und des Wirtschaftsingenieurwesens an Berufsakademien, Fachhochschulen und Universitäten sowie an Praktiker aus den Fachrichtungen Vertrieb und industrielles Marketing.

Title Industrielles Marketing / Marc Kuhn, Yvonne Zajontz.
Publisher Berlin
Boston : Oldenbourg Wissenschaftsverlag
Creation Date [2012]
Notes Description based upon print version of record.
Includes bibliographical references and index.
German
Content Front Matter -- 2 Grundlagen und Begriffe -- 3 Bezugsrahmen im Industriegütermarketing -- 4 Strategisches Industriegütermarketing -- 5 Operatives Industriegütermarketing -- 5.1 Marketing der industriellen Leistungserstellung -- 5.2 Marketinginstrumente industrieller Vertriebsprozesse -- 5.3 Marketinginstrumente industrieller Außendarstellung -- 5.4 Internes Industriegütermarketing -- Back Matter
Extent 1 online resource (267 p.)
Language German
Copyright Date ©2011
National Library system number 997010711981005171
MARC RECORDS
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Industrial marketing.

Ralph Samuel Alexander 1893-

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Journal of business and industrial marketing [ejournal].
Periodical
Business Marketing Face to Face [electronic resource].
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