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Dienstleistungsmarketing in Der PRAXIS: Am Beispiel Eines Messeunternehmens

Dienstleistungsmarketing in Der PRAXIS: Am Beispiel Eines Messeunternehmens

          
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About the Book

Peters zeigt den konsequenten Weg zum Dienstleistungsmarketing von Messeunternehmen. Sein Credo: Die Geschäftsperspektive der Hallenvermietung zu Ausstellungszwecken zu überwinden und durch Grundgedanken des Konsumgütermarketings anzureichern. Das vorliegende Buch, seine Dissertation, zeigt einen im Messegeschäft erfolgreich arbeitenden Marketervor sorgsam aufbereitetem Literaturhintergrund mit seinem zentralen Anliegen, eine dem Messegeschäft ideenreich adäquate Behandlung des Marketingthemas zu finden. Die Strukturdieses Buches von Michael Peters ist nicht nur, aber auch von seinem Werdegang geprägt. Erfolgskontrolle im Messemarketing war der Ausgangspunkt des von der Fach- hochschule Düsseldorf kommenden graduierten Betriebswirts, der an der Johann Wolfgang Goethe-Universität in Frankfurt Betriebswirtschaftslehre mit dem Schwerpunkt Handel und Marketing studierte. In seiner Diplomarbeit konturiert er 1978 theoretische Anforderungen zur Messe-Erfolgskontrolle. Danach "vereinnahmt" ihn die Frankfurter Messe. Er beginnt dort als wissenschaftliche Hilfskraft, beschäftigt sich mit den empirischen Grundlagen der Erfolgs- kontrolle. Er "trainiert" Material und Erfahrung sammelnd on the job und wird in rund zehn Jahren Generalbevollmächtigter der Frankfurter Messe. Prof. Dr. Dr. h. c. Rudolf Gümbel Vorwort Der Umfang, die Untersuchungstiefe und die Art der Darstellung von Dienstleistungen in der wissenschaftlich betriebswirtschaftlichen Literatur entspricht auch zu Beginn der neunziger Jahre immer noch nicht der wirtschaftlichen Bedeutung, die dieser Industriezweig-dertertiäre Sektor - mittlerweile erreicht hat. Der Grund dafür liegt zum Teil darin, daß sich nur bedingt Erkenntnisse und Erfahrungen aus anderen Wirtschafts-und Wissenschaftsbereichen der Betriebswirtschaft auf Dienstleistun- gen übertragen lassen. Weiterhin gibt es innerhalb der Dienstleistungsindustrie eine Vielzahl unterschiedlicher Wirtschaftszweige, die alle ihre eigenen Gesetzmäßigkeiten haben und die es dadurch zusätzlich erschweren, eine Theorie der Dienstleistungen zu finden.


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Product Details
  • ISBN-13: 9783824401239
  • Publisher: Deutscher Universitatsverlag
  • Binding: Paperback
  • Height: 210 mm
  • No of Pages: 361
  • Series Title: German
  • Sub Title: Am Beispiel Eines Messeunternehmens
  • Width: 148 mm
  • ISBN-10: 3824401231
  • Publisher Date: 01 Jan 1992
  • Edition: 1992 ed.
  • Language: German
  • Returnable: N
  • Spine Width: 20 mm
  • Weight: 458 gr


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