£58.57

Deutscher Universitätsverlag Strategisches Interaktives Direktmarketing in der Gebrauchsgüterindustrie: Einfluss des Database Marketing und der Neuen elektronischen Medien (Forum produktionswirtschaftliche Forschung)

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Description

Auf den heutigen Märkten ist ein anhaltender Trend zu mehr Individualisierung und Interaktion und damit zu einer Intensivierung der Beziehung zum Kunden zu verzeichnen. Database Marketing und Neue elektronische Medien gewinnen wettbewerbsstrategische Bedeutung. Marc Oschmann sieht das strategische Direktmarketing als unternehmerisches Gesamtkonzept, das die klassischen Regeln des Marketing außer Kraft setzen wird. Er zeigt, dass signifikante strukturelle Veränderungen der Aufgabenverteilung von Herstellern und Händlern in der Absatzwertschöpfungskette vorgezeichnet sind. Eine umfangreiche empirische Untersuchung in den Bereichen Automobil, Unterhaltungselektronik, Bürokommunikation, Haushaltsgeräte und Möbel untermauert seine Überlegungen.

Product Specifications

Format
paperback
Domain
Amazon UK
Release Date
25 October 2005
Listed Since
17 August 2012

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