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Software-Marketing: Grundlagen, Konzepte, Hintergründe by Frank Wimmer

Software-Marketing: Grundlagen, Konzepte, Hintergründe

by Frank Wimmer
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Book cover type: Paperback
  • ISBN13: 9783409134620
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Publication Date:
  • Pages: 342
  • Original Price: EUR 65.41
  • Language: German
  • Edition: 1993
  • Item Weight: 549 grams
  • BISAC Subject(s): Economics / General

"Software-Anbieter brauchen mehr Marketing fUr dauerhaften Erfolg !" - so das Motto des ersten Fachkongresses fUr Software-Marketing, der Ende Miirz 1992 von der Niirnberger Akademie fiir Absatzwirtschaft (NAA) in Niirnberg veranstaltet wurde. Die Anregung da- zu entstand aus der Kooperation von Praxis und Wissenschaft, in diesem Falle von Soft- ware-Unternehmen und Marketinglehrstuhl - eine Kombination, die von der Sache zwar naheliegend, in der Realitat aber noch keineswegs Regelfall ist. Unter der fachlichen Lei- tung der beiden Herausgeber berichteten vor einem interessierten Publikum an zwei Tagen Referenten aus der Softwareindustrie, aus Software-Serviceunternehmen, aus der Ver- bandsebene sowie aus der Informatik- und Marketingwissenschaft. Das vorliegende Buch beinhaltet die ausgearbeiteten Vortrage des Fachkongresses sowie einige weitere Beitrage, die nachtraglich hinzugenommen wurden. Tragender Grundge- danke ist die Uberwindung der haufig aufs Technische verengten Perspektive der Soft- wareentwicklung hin zu einem marktorientierten und deshalb auch umfassenden Software- Leistungssystem, bestehend aus einer Mehrzahl von Software- und Serviceelementen. Die- ses Leistungssystem mit allen seinen Elementen gilt es anwenderbezogen zu gestalten und zu vermarkten.

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