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Handelsmarketing: Grundlagen Der Marktorientierten Führung Von Handelsbetrieben by Dieter Ahlert

Handelsmarketing: Grundlagen Der Marktorientierten Führung Von Handelsbetrieben

by Dieter Ahlert , Peter Kenning , Christian Brock
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Book cover type: Paperback
  • ISBN13: 9783662618509
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Springer Gabler
  • Publisher Imprint: Springer Gabler
  • Publication Date:
  • Pages: 394
  • Original Price: EUR 46.2
  • Language: German
  • Edition: 3., Uberarb. U.
  • Item Weight: 663 grams
  • BISAC Subject(s): E-Commerce / General

Dieses Lehrbuch f�hrt in die grundlegenden Konzepte, Methoden und Anwendungen der marktorientierten F�hrung von Handelsbetrieben ein. Die Autoren veranschaulichen diese anhand von Erkenntnissen aus der Forschung sowie Beispielen aus der Unternehmenspraxis. Leser und Leserinnen k�nnen sich so ein Basiswissen aneignen, das ihnen auch den Zugang zu speziellen Teilgebieten des Handelsmarketing erm�glicht. In der dritten Auflage wurden die mit der Digitalisierung verbundenen neueren Entwicklungen, Methoden und Konzepte - wie z. B. die Ausf�hrungen zu den Themen "Plattform�konomie", "Dynamic Pricing" sowie "Instore Kommunikation" - systematisch integriert. Insbesondere wurde die dritte Auflage um digitale Karteikarten ("Flashcards") als Lehr- und Lernmittel erg�nzt. Laden Sie die Springer Nature Flashcards-App kostenlos herunter und nutzen Sie exklusives Zusatzmaterial, um Ihr Wissen zu pr�fen. Der Inhalt- Grundlagen des Handelsmarketing- Informationsgrundlagen des Handelsmarketing- Ziele und Strategien - Die Betriebstypenpolitik - Markenpolitik im Handel - Die Standortpolitik - Die Sortimentspolitik - Die Personalpolitik - Die Preispolitik - Die Pr�sentationspolitik - Die Kommunikationspolitik - Customer Relationship Management im Handel - Multikanalmanagement - Handelscontrolling

Univ.-Prof. Dr. Dieter Ahlert ist emeritierter Ordinarius für Betriebswirtschaftslehre, insbesondere Distribution und Handel, der Westfälischen Wilhelms-Universität Münster und ehemaliger Direktor des Instituts für Handelsmanagement und Netzwerkmarketing am Marketing Center Münster.Univ.-Prof. Dr. Peter Kenning ist Inhaber des Lehrstuhls für Betriebswirtschaftslehre, insbesondere Marketing, an der Heinrich-Heine-Universität Düsseldorf.Univ.-Prof. Dr. Christian Brock ist Inhaber des Lehrstuhls für ABWL: Marketing an der Universität Rostock.

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