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VDM Verlag Projektmanagement im Marketing: Analyse zukünftiger Herausforderungen und Darstellung von Möglichkeiten zur organisatorischen Umsetzung

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Description

Durch zahlreiche Veränderungen in der Unternehmensumwelt, wie die Globalisierung, die demographische Entwicklung, Informations- und Produktvielfalt oder verstärkter Wettbewerb, sieht sich die Unternehmung in einem ständigen Wandel. Dies trifft besonders auf den Marketingbereich zu. Um langfristig erfolgreich zu agieren, müssen Unternehmen neben bestehenden Konzepten auch auf neue Trends setzen. Der erste Teil der Arbeit ist eine Analyse des zukünftigen Verlaufs im Marketing. Es werden verschiedene Instrumente vorgestellt, Beispiele gegeben und Studien angeführt. Im zweiten Teil der Arbeit wird untersucht, inwiefern Projektmanagement als Organisationsform die optimale Umsetzung der zukünftigen Marketinginstrumente unterstützen kann. Dabei wird zunächst ein allgemeiner Überblick über das Projektmanagement gegeben und eine Analyse der Vorteile durchgeführt. Des Weiteren erfolgen die Darstellung eines Leitfadens zur Durchführung von Marketingprojekten sowie ein Einblick in das marketingspezifische Projektcontrolling. Abschließend werden die Ergebnisse einer kritischen Betrachtung unterzogen.

Product Specifications

Format
paperback
Domain
Amazon UK
Release Date
30 January 2011
Listed Since
01 February 2011

Barcode

No barcode data available

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