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Marketing Konkret: ?berpr?fen Sie Ihr Marketing Wie Es Ist Und Entdecken Sie Wie Es Besser Sein K?nnte

Marketing Konkret: ?berpr?fen Sie Ihr Marketing Wie Es Ist Und Entdecken Sie Wie Es Besser Sein K?nnte

          
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About the Book

Die Verbraucher sind anspruchsvoller geworden. Das Marketing muss es noch werden. Die Elemente des Erfolgs sind: Unverwechselbarkeit, Kundenbegeisterung, Kundenbindung und Partnerschaft.

Das Verbraucherverhalten hat sich in den letzten Jahren ver?ndert. Zwar geben die Verbraucher mittlerweile wieder Geld aus, sind dabei aber zur?ckhaltender als fr?her. Die Anbieter haben mit dieser Entwicklung nicht Schritt gehalten: Viele Sortimente sind zu gro?, die Produktpalette ist oft undifferenziert und das Verkaufspersonal nicht selten v?llig ?berfordert. Es sieht sich preisbewussten, aufgekl?rten und anspruchsvollen Kunden gegen?ber, die genau wissen, was sie wollen: Beim Discounter kaufen sie die g?nstigsten Handels- und No-Name-Produkte. In Fachgesch?ften richtet sich ihr Augenmerk dagegen vor allem auf Qualit't und Service, weniger auf den Preis.
Solange die Anbieter sich diesem neuen Kunden nicht anpassen, wird es immer gr ere Unternehmen geben, die mit immer mehr Waren um die Gunst von immer weniger Kunden buhlen. Unter diesen Bedingungen ist es gerade nicht die richtige Strategie, seinen Vertrieb unter Druck zu setzen, damit er immer mehr verkauft. Vielmehr werden sich die Wettbewerber durchsetzen, die die Bed?rfnisse ihrer Kunden am besten kennen und am schnellsten auf sie reagieren.

In f?nf Schritten und mit Hilfe bew?hrter Marketing-Tools zeigt Bernd Nolte, wie Unternehmen sowohl die W?nsche ihrer Kunden erf?llen als auch neue Kundenkreise erschlie?en k?nnen. Er erkl?rt, wie das Potenzial eines Unternehmens zu bewerten und erfolgreich zu nutzen ist. Innovation, Mitarbeitermotivation und Kundenbindung sind wesentliche Aspekte seines Konzepts. Der Autor bietet statt abstrakter Normen und Standardl?sungen konkrete Anleitungen f?r die unternehmerische Praxis.

About the Author: Bernd Nolte ist Mitbegr?nder und Partner der internationalen Consultingfirma 4P. Er ber't internationale Organisationen, Global Players, Banken und Kommunen in Deutschland. Er ist Privatdozent an renommierten Universit?ten und Management-Akademien im In- und Ausland sowie erfolgreicher Autor von Basel II konkret. Auswege aus der Kreditklemme im Mittelstand und Volkswirtschaft konkret - Was Fach- und F?hrungskr?fte wissen m?ssen


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Product Details
  • ISBN-13: 9783527501007
  • Publisher: Wiley-VCH Verlag GmbH
  • Binding: Hardback
  • Language: German
  • Returnable: Y
  • Weight: 680 gr
  • ISBN-10: 3527501002
  • Publisher Date: 21 May 2004
  • Height: 240 mm
  • No of Pages: 286
  • Spine Width: 170 mm
  • Width: 25 mm


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