Absatzplanung in Der PRAXIS

Name: Absatzplanung in Der PRAXIS
Brand: Gabler Verlag
SKU: 9783663003793
Price: 3776.0 INR
Availability: InStock

by Erich Gutenberg

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ISBN13: 9783663003793
Binding: Paperback
Subject: N/A
Publisher: Gabler Verlag
Publisher Imprint: Gabler Verlag
Publication Date: January 1, 1962
Pages: 320
Original Price: EUR 51.39
Language: German
Edition: Softcover Repri
Item Weight: 518 grams
BISAC Subject(s): Economics / General

About The Book

Während die Fragen der Marktforschung in der deutschen und aus- ländischen Literatur bereits eine umfassende Behandlung erfahren haben, gibt es auf dem Gebiet der kurz- und langfristigen Absatzplanung nur wenig Untersuchungen von Rang. Es erscheint mir deshalb an der Zeit, diese Fragen mit grö erer Intensität als bisher zu diskutieren, zumal die gro e Bedeutung der Absatzplanung für die Führung moderner Unternehmen au er Zweifel steht. Praktische Erfahrungen, die ich auf diesem Gebiete zu gewinnen in der Lage war, haben mir gezeigt, da es kein Planungsgebiet gibt, das eine solche Fülle und Mannigfaltigkeit von Formen, Varianten und unge- lösten Fragen aufweist, wie das der Absatzplanung. Diese Tatsache ist vor allem darauf zurückzuführen, da die absatzpolitischen Gegebenheiten und Situationen von Unternehmen zu Unternehmen, von Geschäftszweig zu Geschäftszweig sehr stark wechseln. Die Unternehmen sind aber ge- zwungen, sich an diese Gegebenheiten und wechselnden Lagen anzupas- sen, wenn sie die absatzpolitischen Ziele erreichen wollen, die sie sich ge- setzt haben. Überlegungen mannigfaltigster Art, verursacht durch die be- trieblichen und marktlichen Umstände, die die absatzpolitische Lage eines Unternehmens zu einem bestimmten Zeitpunkt kennzeichnen, füh- ren zu einem solchen Reichtum an betriebsindividuellen absatzpolitischen Ma nahmen, wie sie nur das Leben selbst, in diesem Falle die betrieb- liche Praxis, hervorbringen kann. Angesichts dieser Umstände lag es nahe, diejenigen selbst über die Ab- satzplanung sprechen zu lassen, die sich täglich mit ihr befassen.

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