Das strategische Marketing zielt - im Gegensatz zum operativen - auf die Gewinnung und Erhaltung dauerhafter Wettbewerbsvorteile. In einem sehr dynamischen Wettbewerbsumfeld, getrieben von immer stärker individualisierten Kundenbedürfnissen, lassen sich Wettbewerbsvorteile nur noch erzielen, wenn sich Unternehmen intensiv an ihren Zielgruppen orientieren. Das Lehrbuch stellt strategische Instrumente vor, die einer solchen Bedürfnisorientierung folgen (Effektivitätskriterium), ohne ökonomische Notwendigkeiten unberücksichtigt zu lassen (Effizienzkriterium). Das Lehrbuch ist auf Bachelor-Lehrveranstaltungen zugeschnitten, kompakt und praxisorientiert geschrieben und dennoch wissenschaftlich fundiert.

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Yes, you can access Strategisches Marketing by Peter Kürble, Julia Naskrent, Julia Römhild, Horst Peters in PDF and/or ePUB format, as well as other popular books in Business & Marketing. We have over one million books available in our catalogue for you to explore.

Information

Publisher

Year

Print ISBN

eBook ISBN

Edition

Topic

Business

Subtopic

Marketing

Index

Business

Deckblatt
Titelseite
Impressum
Inhaltsverzeichnis
Geleitwort des Herausgebers
1 Einleitung
2 Strategisches Marketing – eine Einordnung sowie eine Abgrenzung von strategischem Management
3 Kostenorientierte Präferenzstrategie: Discounting
4 Kostenorientierte Wertstrategien
5 Wertstrategien bei Dienstleistungen
6 Designorientierte Wertstrategien

About this book

Frequently asked questions

Information

Table of contents