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Konflikt Und Kooperation in Absatzkanälen: Ein Beitrag Zur Verhaltensorientierten Marketingtheorie

Konflikt Und Kooperation in Absatzkanälen: Ein Beitrag Zur Verhaltensorientierten Marketingtheorie

          
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About the Book

Im Zeichen sich zunehmend profilierender Marketingkonzeptionen von Her- steller- und Handelsunternehmungen in den unterschiedlichsten Wirtschafts- zweigen rückt neuerdings die Frage nach abgestimmter oder sogar gemein- samer Marketingplanung von Industrie und Handel in den Mittelpunkt absatzwirtschaftlicher Auseinandersetzungen. Immer häufiger kommt es nämlich vor, daß die von industriellen Herstellern konzipierten und den Absatzmittlerorganisationen präsentierten Marketingmaßnahmen nicht die Zustimmung und Unterstützung des Partners im Absatzkanal finden. Das Bemühen um eine kooperative Lösung dieser Probleme stößt dabei oft auf unüberwindbar erscheinende Barrieren: Zwischen den Unternehmungen bestehen die verschiedenartigsten Konflikte, welche eine Einigung auf gemeinsame Programme behindern. Konfliktäre Ausprägungen des Verhältnisses zwischen Hersteller- und Handelsunternehmen, deren Erscheinungsformen, Ursachen und tlberwin- dungsmöglichkeiten sind der Gegenstand der vorliegenden Arbeit. Ziel die- ser Untersuchung ist es, die wichtigsten Ursachen vertikaler Konflikte in Absatzkanälen aufzudecken und im Rahmen eines kooperativen Marketing Ansatzpunkte zu deren Beseitigung bzw. deren Handhabung aufzuzeigen. Die Ausführungen zum Konfliktmanagement mögen dabei als Empfehlungen aufgefaßt werden, die sich anstatt an Zielsetzungen nur einer der beteiligten Parteien an der Erhaltung einer für beide Parteien bedeutsamen dauerhaf- ten Zusammenarbeit im Sinne des sog. Anreiz-Beitrags-Gleichgewichts orientieren. Ich möchte an dieser Stelle Dankesworte an jene sagen, die mit dieser Arbeit mittelbar oder unmittelbar befaßt waren. Mein besonderer Dank gebührt Herrn Professor Dr. Heribert Meffert, der diese Arbeit anregte, sie während der Entstehung durch vielseiti e Hinweise förderte und mit ökonomischem Augenmaß meine Aufmerksamkeit immer wieder auf reale Bezüge lenkte.


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Product Details
  • ISBN-13: 9783409362719
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Edition: 1975 ed.
  • Language: German
  • Returnable: N
  • Spine Width: 10 mm
  • Weight: 304 gr
  • ISBN-10: 3409362711
  • Publisher Date: 01 Jan 1975
  • Binding: Paperback
  • Height: 244 mm
  • No of Pages: 174
  • Series Title: Unternehmensführung Und Marketing
  • Sub Title: Ein Beitrag Zur Verhaltensorientierten Marketingtheorie
  • Width: 170 mm


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Konflikt Und Kooperation in Absatzkanälen: Ein Beitrag Zur Verhaltensorientierten Marketingtheorie
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