Strategisches Interaktives Direktmarketing in der Gebrauchsguterindustrie: Einfluss des Database Marketing und der Neuen elektronischen Medien

Overview

Marc Oschmann sieht das strategische Direktmarketing als unternehmerisches Gesamtkonzept, das die klassischen Regeln des Marketing außer Kraft setzen wird. Er zeigt, dass signifikante strukturelle Veränderungen der Aufgabenverteilung von Herstellern und Händlern in der Absatzwertschöpfungskette vorgezeichnet sind.

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Very good 1 volume, please be aware of language, air mail shipment from Germany within 2-6 weeks, we deliver to any country-please ask us to enable delivery to your country! ... *****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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Overview

Marc Oschmann sieht das strategische Direktmarketing als unternehmerisches Gesamtkonzept, das die klassischen Regeln des Marketing außer Kraft setzen wird. Er zeigt, dass signifikante strukturelle Veränderungen der Aufgabenverteilung von Herstellern und Händlern in der Absatzwertschöpfungskette vorgezeichnet sind.

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Product Details

  • ISBN-13: 9783835000650
  • Publisher: Deutscher Universitatsverlag
  • Publication date: 10/25/2005
  • Language: German
  • Edition description: 2005
  • Edition number: 1
  • Pages: 443

Meet the Author

Dr. Marc Oschmann promovierte im Fachbereich Wirtschaftswissenschaften bei Prof. Dr. Jörg Link am Lehrstuhl für Controlling und Organisation der Universität Kassel. Er ist als Associate Director Research and Innovation im Bereich Marketing der Lufthansa AirPlus Servicekarten GmbH in Neu-Isenburg tätig.

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Table of Contents

Strategieaspekte im neuen interaktiven Direktmarketing

Strategische Ausgangssituation in der Gebrauchsgüterindustrie

Einfluss Neuer elektronische Medien und des Database Marketing auf die strategischen Handlungsoptionen in der Gebrauchsgüterindustrie

Empirische Untersuchung

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