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Die Absatzplanung. Methoden, Instrumente und Prozeß by Mühlbäck, Klaus

Die Absatzplanung. Methoden, Instrumente und Prozeß

by Klaus Mühlbäck
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Book cover type: Paperback
  • ISBN13: 9783638665322
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 92
  • Original Price: USD 39.5
  • Language: German
  • Edition: N/A
  • Item Weight: 132 grams
  • BISAC Subject(s): Management

Studienarbeit aus dem Jahr 2006 im Fachbereich BWL - Handel und Distribution, Note: 2,5, Ekonomická univerzita v Bratislave (Fakultät für Internationalen Handel), Veranstaltung: Allgemeine BWL, Sprache: Deutsch, Abstract: Einer der bedeutendsten Strategen der Weltgeschichte, Dwight D. Eisenhower, sagte bereits: "Pläne sind nichts; Planung ist alles". Genauso wie dies für den militärischen Bereich gilt, trifft diese Aussage auch für die Strategien im Markt wirtschaftender Unternehmungen zu. Nach Kotler / Bliemel ist es Ziel einer marktorientierten strategischen Planung, durch einen managementbetriebenen Proze die Ziele und Ressourcen des Unternehmens an die sich ändernden Umfeldbedingungen und Marktchancen anzupassen. Da es dabei kein Planungsgebiet gibt, das "eine solche Fülle und Mannigfaltigkeit von Formen, Varianten und ungelösten Fragen aufweist, wie das der Absatzplanung" hat Gutenberg bereits 1974 erkannt. Dementsprechend stellt der kontinuierliche Proze der Absatzplanung für die Unternehmung ein zentral erfolgsrelevantes Aufgabenfeld von höchster Komplexität dar. Marktanalyse, Definition von Visionen, Zielen, Strategien und Aktionsplänen, eine Vielzahl von präferenzpolitischen Instrumenten und nicht zuletzt Methoden der Erfolgskontrolle greifen ineinander, um im letzten Schritt des Leistungsprozesses der Unternehmung für den Absatz der erstellten Leistungen zu sorgen. Alle Felder des Absatzes müssen strategisch sinnvoll und zielgerichtet geplant werden, Instrument hierzu ist die Absatzplanung. Die vorliegende Arbeit betrachtet im Detail die Methoden, Instrumente und den Proze der Absatzplanung, indem sie zunächst auf quantitative, eher durch die Wirtschaftstheorie geprägte Aspekte eingeht, um dann bei der Analyse der qualitativen Aspekte praxisnähere Methoden der Präferenzpolitik näher zu beschreiben. Ausgangspunkt hierfür ist im Folgenden zunächst die Erörterung der Grundlagen der Absatzplanung.

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