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Marketing-Mix-Strategien in Investitionsgütermärkten

Marketing-Mix-Strategien in Investitionsgütermärkten


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About the Book

Seit Beginn der Entwicklung des Investitionsgutermarketing zu einer eigenstandigen Teildisziplin der Marketing-Wissenschaft in den fruhen siebziger Jahren sind zahlrei- che Forschungsansatze hervorgebracht worden, die die Analyse des Marktverhaltens in Investitionsgutermarkten zum Gegenstand haben. Trotz der Vielzahl einzelner Beitrage mangelt es jedoch nach wie vor an einer grundlegenden theoretischen Auseinandersetzung mit der Frage, mit welchen Marketing-Mix-Strategien ein Investi- tionsguterhersteller im Markt erfolgreich sein kann. Entwicklungstendenzen in den heutigen InvestitionsgUtermarkten lassen eine Klarung dieser Frage zunehmend dring- lich werden. Infolge der Verscharfung des Wettbewerbs scheinen bisher vorherrschen- de strategische Verhaltensweisen wie etwa die Preis-Mengen-Strategie und die quali- tatsdominante Strategie nicht mehr den von den Anbietern gewunschten Erfolg zu er- bringen. Eine Umorientierung in der Marktbearbeitung ist fur viele Investitionsguterher- steller unumganglich. Die Verfasserin der vorliegenden Arbeit hat es sich daher - neben einer methodologi- schen Aufgabe - inhaltlich zum liel gesetzt, der in der Praxis geforderten Umorientie- in der Marktbearbeitung ein theoretisch geschlossenes und operation ales Kon- rung zept als Hilfestellung verfugbar zu machen, das Empfehlungen hinsichtlich erfolgver- sprechender Marketing-Mix-Strategien fur Anbieter industrieller Guter liefert, und zwar in Abhangigkeit von bestimmten, verschiedene Marktstrukturen kennzeichnenden Rahmenbedingungen. lur Bewaltigung dieser Aufgabe wird ein zweistufiger L6sungs- ansatz gewahlt. Gegenstand des ersten, qualitativen Untersuchungsabschnitts ist die Entwicklung eines konzeptionellen, managementorientierten Denkrahmens einschlieB- lich der Ableitung allgemeiner SchluBfolgerungen fur potentielle erfolgversprechende Marketing-Mix-Strategien. Gegenstand des zweiten, quantitativen Untersuchungs- abschnitts ist ein Simulationsexperiment, das die allgemeinen SchluBfolgerungen zu konkreten zeitablaufbezogenen Strategieempfehlungen in Abhi: ingigkeit von ver- schiedenen Rahmenbedingungen weiterentwickelt.


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Product Details
  • ISBN-13: 9783409136808
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Edition: 1993 ed.
  • Language: German
  • Returnable: N
  • Spine Width: 18 mm
  • Weight: 580 gr
  • ISBN-10: 3409136800
  • Publisher Date: 01 Jan 1993
  • Binding: Paperback
  • Height: 244 mm
  • No of Pages: 302
  • Series Title: Unternehmensführung Und Marketing
  • Sub Title: Entwicklung Und Simulation Marktstrukturspezifischer Strategien
  • Width: 170 mm


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