Risikomanagement Im Marketing: Der Risikomanagementprozess Unter Besonderer Beruecksichtigung Der Risikoidentifikation

Name: Risikomanagement Im Marketing: Der Risikomanagementprozess Unter Besonderer Beruecksichtigung Der Risikoidentifikation
Brand: Peter Lang Gmbh, Internationaler Verlag Der W
SKU: 9783631507001
Price: 3362.0 INR
Availability: InStock

by Michael Fikar

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ISBN13: 9783631507001
Binding: Paperback
Subject: N/A
Publisher: Peter Lang Gmbh, Internationaler Verlag Der W
Publisher Imprint: Peter Lang Gmbh, Internationaler Verlag Der W
Publication Date: October 2, 2003
Pages: 132
Original Price: GBP 32.5
Language: German
Edition: N/A
Item Weight: 182 grams
BISAC Subject(s): Marketing / General

About The Book

Der Erfolg eines Unternehmens lässt sich nicht mit hundertprozentiger Sicherheit voraussagen. Hier liegt sicherlich ein Reiz des Unternehmertums an sich verborgen, so besteht die Kunst des nachhaltigen Unternehmenserfolges gewiss im abwägenden Eingehen von Risiken und Chancen. Hierbei lag und liegt die Schnittstelle des Unternehmenserfolges zwischen dem Unternehmen selbst und dem Markt und seinen Konsumenten. Das Risikoumfeld dieser Schnittstelle ist für das Marketing von herausragender Bedeutung. Marketingpolitische Entscheidungen werden fortlaufend unter Risiko gefällt. Hohen Kosten im Marketing stehen unsichere Erträge gegenüber. Die Marketinginstrumente treffen auf kritischere Nachfrager und zum Teil ruinösen Wettbewerb. Die Publikation versucht einen Weg aus dem zunehmend härteren Konkurrenzkampf zu finden, indem sie Antworten auf die Fragen gibt: Wie kann man Risiken im Marketing identifizieren und analysieren? Welche Möglichkeiten hat man, sein Marketing-Risikoportfolio zu bewältigen? Wie kann der Unternehmenserfolg aus marketingpolitischer Sicht gewährleistet werden?

About The Author

Der Autor: Michael Fikar wurde 1976 in Geislingen geboren und studierte nach seiner Ausbildung zum Bankkaufmann an der Fachhochschule Nürtingen Betriebswirtschaftslehre (Abschluss 2002). Seit 2002 ist er als Trainer an einer Akademie in Stuttgart angestellt mit Schwerpunkt Betriebswirtschaft. Weiterhin ist er Dozent in einer berufsbegleitenden Weiterbildungsmaßname für Volkswirtschaftslehre.

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