£54.90

Deutscher Universitätsverlag Exzellenz in Markenmanagement und Vertrieb: Grundlagen und Erfahrungen (Applied Marketing Science / Angewandte Marketingforschung)

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£54.90 £54.23 £54.38 £54.52 £54.67 £54.81 £54.96 11 March 2026 15 March 2026 20 March 2026 25 March 2026 30 March 2026

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Description

Mehr denn je muss jedes Unternehmen versuchen, sich von den Wettbewerbern zu differenzieren. In "Exzellenz in Markenmanagement und Vertrieb" präsentieren renommierte Autoren zwei Ansätze, mittels derer Unternehmen einzigartig werden können: durch die physische Präsenz der Produkte des Unternehmens im Absatzkanal sowie durch die mentale Präsenz des Unternehmens- bzw. Produktmarke in den Köpfen der Konsumenten. Die Schaffung physischer Präsenz im Absatzkanal ist die wesentliche Aufgabe des Vertriebsmanagement, während das Markenmanagement die "Präsenz" in den Köpfen der Konsumenten sicherstellen kann. Anhand zahlreicher praktischer Beispiele und Best Practices werden die wesentlichen Problemfelder der Herausforderungen an das Marken- sowie das Vertriebsmanagement aufgezeigt und Lösungen für diese geboten. Die zweite Auflage wurde inhaltlich überarbeitet und um zwei Beiträge aus dem Bereich der Vertriebspraxis ergänzt. Den Zielsetzungen der Reihe "Applied Marketing Science/Praxisorientierte Marketingforschung" entsprechend liegt der Schwerpunkt dieses Buches auf der Übertragung und Anwendung wissenschaftlicher Erkenntnisse in der Praxis.

Product Specifications

Format
paperback
Domain
Amazon UK
Release Date
25 October 2005
Listed Since
10 June 2010

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