Erfolgreiches Investitionsg?termarketing

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2004 Hard cover Very Good. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Text in ... German. Sewn binding. Cloth over boards. 134 p. *****PLEASE NOTE: This item is shipping from an authorized seller in Europe. In the event that a return is necessary, you will be able to return your item within the US. To learn more about our European sellers and policies see the BookQuest FAQ section***** Read more Show Less

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Nach vielen erfolgreichen Jahren bewegt sich die Wirtschaft nun in einer schwierigen Situation. Nun zeigt sich, welche Anbieter erfolgreiche Marketingarbeit geleistet haben und wer dies noch nachzuholen hat. Das Buch zeigt, wie man die Marketing- und Vertriebsarbeit systematisch und erfolgreich anpackt und umsetzt. Bislang wurde beim Verkauf von Investitionsgütern weitgehend auf Marktforschung verzichtet, da die Anbieter glaubten, den Markt zu kennen. Inzwischen ist klar geworden, dass ein harter Verteilungskampf tobt. Dieses Buch zeigt, mit welchen Strategien man sich in diesem Haifischbecken bewegen kann. Eine Reihe praktischer Beispiele stellen einfache aber wirkungsvolle Taktiken vor. Das MASCOTE-Prinzip zeigt, wie Unternehmen ihren Vermarktungsprozess erfolgreich und messbar von der Phase der Produktidee über die Markteinführung bis hin zur Marktdurchdringung gestalten können. Es beruht auf über 20-jähriger Erfahrung in der Vermarktung von Investitionsgütern und hochwertigen Dienstleistungen.

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Product Details

  • ISBN-13: 9783540205333
  • Publisher: Springer-Verlag New York, LLC
  • Publication date: 10/1/2007
  • Language: German
  • Pages: 134
  • Product dimensions: 6.14 (w) x 9.21 (h) x 0.38 (d)

Table of Contents

Soforthilfe, wenn Umsatz und Deckungsbeitrag nicht stimmen: Was bedeutet:"Die Kundenpotenziale aktivieren"?- Der Umbau der Arbeitsabläufe im Vertrieb - die Zeit besser nutzen.- Nach der Intensivstation - wie Sie den Stoffwechsel Ihres Unternehmens neu einzustellen haben. MASCOTE >Market Screening< Die Marktanalyse: Marktanalyse - warum? Beispiele aus der Praxis.- Ziel und Inhalte der Marktanalyse.- Das relevante Volumen eines Zielmarktes abschätzen.- Zufriedenheitsanalyse erstellen.- Die Analyse der Kaufgründe.- Die Nutzenerwartungsanalyse.- Wie stellt man Stimmungen, Meinungen und Vorurteile fest?- Aufbau und Durchführung der Marktanalyse - Grundkonzept Themenwahl.- Wissen über den Wettbewerb. MASCOTE >Opportunity Tracking: Die Marketingstrategie.- Vertriebswege.- Preismodelle - Die Maxime der Transparenz.- Werbe- und PR-Maßnahmen.- MASCOTE >Opportunity Tracking< - Ihr Marketingplan. Mascote >Opportunity Tracking Engine< Erfolgreicher verkaufen\.

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