Innovationsmarketing
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Innovationsmarketing: Markterschliessung für Systeme der Bürokommunikation und Fertigungsautomation

Innovationsmarketing: Markterschliessung für Systeme der Bürokommunikation und Fertigungsautomation


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Table of Contents:
I. Kapitel Erfordernis zur Anpassung des Investitionsgütermarketing an technische Entwicklungen.- 1. Der auf Mikroelektronik basierende technische Entwicklungsprozeß.- 2. Die Entwicklung zu funktionsbereichs-übergreifenden Systemen.- 3. Das Beispiel CAD/CAM.- 4. Marketingprobleme der System-Hersteller.- II. Kapitel Technikbedingte Erweiterung der Theorie des Investitionsgütermarketing.- 1. Struktur der traditionellen Theorie.- 2. Ergänzung des Systems der Produktkategorisierung.- 3. Herausforderung der empirischen Forschung.- 4. Das Verhältnis von Entscheidungs-und Investitionsprozessen.- 5. Die Bedeutung der Interaktion.- III. Kapitel Marktforschung im Systemgeschäft.- 1. Erweiterung traditioneller Marktforschungsaufgaben.- 2. Informationsfelder für System-Hersteller.- 3. Informationsintegration in Entscheidungssituationen.- IV. Kapitel Systemtechnik und Marktsegmentierung.- 1. Die klassischen Segmentierungsansätze.- 2. Grenzen traditioneller Segmentierungsansätze.- 3. HIP-MIP-NIP-Typologie -Segmentierungsmöglichkeit für Anbieter von Systemtechnik.- 4. Neustrukturierung der Buying Center.- 5. Innovatoren als Zentralfiguren im Buying Center.- V. Kapitel Die Integrationspolitk als neuer Instrumentarbereich.- 1. Die Unzulänglichkeit der traditionellen Instrumente.- 2. Das Erfordernis einer Integrationspolitik.- 3. Das Zusammenwirken von Integrations-und Funktionspolitik.- 4. Zur Organisation der Integrationspolitik.- VI. Kapitel Auswirkungen auf die Kommunikationspolitik.- 1. Zusammenarbeit mit User-Groups.- 2. Organisation von Besichtigungen in Referenzunternehmen.- 3. Aufgabenstellung für Technische Verkäufer und Berater.- 4. Ziele der Werbepolitik.- 5. Wandel der Messepolitik.- 6. Einsatz neuer Kommunikationstechniken.- VII. Kapitel Integration vonInnovations-und Socialmarketing.- 1. Technologiebedingte Anpassung der Corporate Identity.- 2. Realitätskonforme Kommunikation.- 3. Die Teambildung im Abnehmer-Unternehmen als Gestaltungsaufgabe des Innovationsmarketing.- 4. Investitionsentscheidende Fachleute im Wertewandel.- 5. Der Sozio-Ansatz des Innovationsmarketing.- Zusammenfassung und Ausblick.- Stichwortverzeichnis.


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Product Details
  • ISBN-13: 9783409136211
  • Publisher: Gabler
  • Publisher Imprint: Gabler
  • Height: 244 mm
  • No of Pages: 185
  • Sub Title: Markterschliessung für Systeme der Bürokommunikation und Fertigungsautomation
  • ISBN-10: 3409136215
  • Publisher Date: 01 Jan 1989
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Width: 170 mm


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