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Absatzplanung in der Praxis

Absatzplanung in der Praxis


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About the Book

Während die Fragen der Marktforschung in der deutschen und aus- ländischen Literatur bereits eine umfassende Behandlung erfahren haben, gibt es auf dem Gebiet der kurz- und langfristigen Absatzplanung nur wenig Untersuchungen von Rang. Es erscheint mir deshalb an der Zeit, diese Fragen mit größerer Intensität als bisher zu diskutieren, zumal die große Bedeutung der Absatzplanung für die Führung moderner Unternehmen außer Zweifel steht. Praktische Erfahrungen, die ich auf diesem Gebiete zu gewinnen in der Lage war, haben mir gezeigt, daß es kein Planungsgebiet gibt, das eine solche Fülle und Mannigfaltigkeit von Formen, Varianten und unge- lösten Fragen aufweist, wie das der Absatzplanung. Diese Tatsache ist vor allem darauf zurückzuführen, daß die absatzpolitischen Gegebenheiten und Situationen von Unternehmen zu Unternehmen, von Geschäftszweig zu Geschäftszweig sehr stark wechseln. Die Unternehmen sind aber ge- zwungen, sich an diese Gegebenheiten und wechselnden Lagen anzupas- sen, wenn sie die absatzpolitischen Ziele erreichen wollen, die sie sich ge- setzt haben. Überlegungen mannigfaltigster Art, verursacht durch die be- trieblichen und marktlichen Umstände, die die absatzpolitische Lage eines Unternehmens zu einem bestimmten Zeitpunkt kennzeichnen, füh- ren zu einem solchen Reichtum an betriebsindividuellen absatzpolitischen Maßnahmen, wie sie nur das Leben selbst, in diesem Falle die betrieb- liche Praxis, hervorbringen kann. Angesichts dieser Umstände lag es nahe, diejenigen selbst über die Ab- satzplanung sprechen zu lassen, die sich täglich mit ihr befassen.

Table of Contents:
Absatzplanung in der Nähmaschinenindustrie.- Planung und Planrevision als Mittel elastischer Absatzpolitik.- Die Planung des Absatzes für ein neues Erzeugnis der Stahlindustrie unter besonderer Berücksichtigung der Werbeplanung.- Die Absatzwege als Bestandteil der Absatzplanung.- Das Markenbild als Element flexibler Absatzplanung in der Zigarettenindustrie.- Saison und Absatzplanung in der Teppichindustrie.- Absatzplanung eines Versandhauses unter besonderer Berücksichtigung der Zusammenarbeit von Industrie und Handel.- Absatzplanung für starkstromtechnische Serienfabrikate unter besonderer Berücksichtigung eines umfangreichen Produktionsprogramms.- Der Absatzplan als vertriebspolitisches Instrument.- Langfristige Absatzplanung in der eisenschaffenden Industrie.- Die Absatzplanung als Instrument der Unternehmensführung.


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Product Details
  • ISBN-13: 9783663003793
  • Publisher: Gabler
  • Publisher Imprint: Gabler
  • Language: German
  • Returnable: N
  • ISBN-10: 3663003795
  • Publisher Date: 01 Jan 1962
  • Binding: Paperback
  • No of Pages: 320


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