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Marketing Fallstudien: Fallbeispiele — Aufgaben — Lösungen

Marketing Fallstudien: Fallbeispiele — Aufgaben — Lösungen


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About the Book

Professor Heribert Meffert und Professor Manfred Bruhn entwickeln in der neu gestalteten und wesentlich erweiterten zweiten Auflage das bewährte Fallstudienkonzept konsequent weiter.
Sie finden 35 komplette Fallstudien mit Kurzlösungen aus den Gebieten: Strategisches Marketing, Marktforschung und Marktsegmentierung, Produkt- und Sortimentspolitik, Kommunikationspolitik, Distributionspolitik, Preispolitik, Institutionelles Marketing.
Anhand praxisrelevanter Entscheidungssituationen lassen sich erworbene Kenntnisse umsetzen und überprüfen. Besonders geeignet ist dieses Buch mit seinen Kurzlösungshinweisen auch für die Vorbereitung auf die Diplomprüfung im Fach Marketing.

Table of Contents:
Erstes Kapitel Strategisches Marketing.- 1. Fallstudie TAPE Inc..- 2. Fallstudie ELECTRO AG.- 3. Fallstudie BONOS AG.- 4. Fallstudie FARBWERKE BUNT.- 5. Fallstudie NIET & NAGEL GmbH.- Kurzhinweise zur Lösung der Fallstudien.- Literatur.- Zweites Kapitel Marktforschung und Marktsegmentierung.- 1. Fallstudie SMOKE AG.- 2. Fallstudie COSMETICA.- 3. Fallstudie AUTODRUCK GmbH.- 4. Fallstudie SUPER-FOOD.- Kurzhinweise zur Lösung der Fallstudien.- Literatur.- Drittes Kapitel Produkt-und Sortimentspolitik.- 1. Fallstudie BLITZBLANK.- 2. Fallstudie ELECTRIC AG.- 3. Fallstudie CINEMA GmbH.- 4. Fallstudie BODYCARE.- Kurzhinweise zur Lösung der Fallstudien.- Literatur.- Viertes Kapitel Kommunikationspolitik.- 1. Fallstudie SUPER GmbH.- 2. Fallstudie PLASTICARD.- 3. Fallstudie PILLE AG.- 4. Fallstudie HOLZMANN AG.- 5. Fallstudie NECKAR MÖBEL.- 6. Fallstudie FALKE GmbH.- Kurzhinweise zur Lösung der Fallstudien.- Literatur.- Fünftes Kapitel Distributionspolitik.- 1. Fallstudie MACHO MOTORS Corporation.- 2. Fallstudie SUPER-8-FILM.- 3. Fallstudie MEGABYTE AG.- 4. Fallstudie ALLMARKAN.- 5. Fallstudie WEINKELLEREI BARTH.- Kurzhinweise zur Lösung der Fallstudien.- Literatur.- Sechstes Kapitel Preispolitik.- 1. Fallstudie MEMORY.- 2. Fallstudie TENNIS GmbH.- 3. Fallstudie SOFT AG.- 4. Fallstudie KITSCH & Co.- Kurzhinweise zur Lösung der Fallstudien.- Literatur.- Siebtes Kapitel Institutionelle Bereiche des Marketing.- 1. Fallstudie CITY KAUF GmbH.- 2. Fallstudie HEINRICH GmbH & Co.- 3. Fallstudie GUTENBERG BUCHGEMEINSCHAFT.- 4. Fallstudie HEIM-FINANZ AG.- Kurzhinweise zur Lösung der Fallstudien.- Literatur.- Achtes Kapitel Internationales Marketing.- 1. Fallstudie SCHIRMER AG.- 2. Fallstudie GLOBALMASTER AG.- 3. Fallstudie REINLICH AG.- Kurzhinweise zur Lösung der Fallstudien.-Literatur.


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Product Details
  • ISBN-13: 9783409236102
  • Publisher: Gabler
  • Publisher Imprint: Gabler
  • Edition: Revised edition
  • Language: German
  • Returnable: N
  • Width: 170 mm
  • ISBN-10: 3409236104
  • Publisher Date: 01 Jan 1993
  • Binding: Paperback
  • Height: 240 mm
  • No of Pages: 363
  • Sub Title: Fallbeispiele — Aufgaben — Lösungen


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