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Beschaffungsmarketing by Udo Koppelmann

Beschaffungsmarketing

by Udo Koppelmann
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Book cover type: Paperback
  • ISBN13: 9783540574354
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Springer
  • Publisher Imprint: Springer
  • Publication Date:
  • Pages: 396
  • Original Price: GBP 37.99
  • Language: German
  • Edition: Softcover Repri
  • Item Weight: 577 grams
  • BISAC Subject(s): Marketing / General

Manchmal hat auch ein von Vorlesungs- und Verwaltungsaufgaben befreites Semester ("Freisemester") seine positiven Zuge. Ohne diese VergroBerung des Freiraumes ware es mir nicht gelungen, dieses schon liinger driingende Projekt zu realisieren. Auf Anregung des viel zu frOh verstorbenen Kollegen Grochla befasse ich mich seit Ende der 70er Jahre mit Beschaffimgsproblemen aus betriebswirtschaftlicher Sicht. Dabei lii13t sich die Herkunft aus dem Absatzmarketing nicht leugnen ( Produktmarketing). Was in einem Untemehmen organisatorisch getrennt sein mag (z. B. Verkauf und Einkauf), das trifR sich bei Verhandlungen. Sollten diese Verhandlungen rogig zu einem befriedigenden Ergebnis fuhren, muB man uber die eigenen Vorstellungen und die des jeweiligen Partners gut informiert sein. Strukturen, Methoden und Instrumente sind dabei sehr ahnlich, so daB es naheliegt, das theoretische und inhaltliche Fundament der Beschaffung durch Analogien aus dem Absatz tragfahiger zu gestalten. So ist Beschaffungsmarketing etwas anderes als Materialwirtschaft, es ist kein alter Wein in neuen Schlauchen. Das Ergebnis der bier vorgetragenen Gedanken ruht auf mehreren pfeilem. Zuerst sind es eigene Veroffentlichungen zu diesem Thema, welche die Grundlage fur eine Dissertationsserie (inzwischen sind 10 Biinde veroffentlicht: Beitrage zum Beschaffungsmarketing) bilden. Dann spielen sicherlich auch Vorlesungserfahrungen im Grund- und Hauptstudium zu diesem Thema eine Rolle. Wie eine empirische Erhebung bei Professoren der Betriebswirtschaft ergab, scheint dabei mein Bemuhen um die inhaltliche Facettierung nur wenig geteilt zu werden, meist benutzt man bekannte materialwirtschaftliche Inhalte, um an ihnen Methoden zu demonstrieren.

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