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Prozessgestaltung im Direktvertrieb

Prozessgestaltung im Direktvertrieb

          
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About the Book

Bachelorarbeit aus dem Jahr 2009 im Fachbereich BWL - Handel und Distribution, Note: 2,3, Katholische Universität Eichstätt-Ingolstadt, Sprache: Deutsch, Abstract: In den vergangen Jahrzehnten hat sich der Vertrieb als eigenständiger Unternehmensbereich in der Geschäftswelt etabliert. Sowohl die Lehre als auch mittelständische Unternehmungen ebenso wie Global Player sehen den Vertrieb als einen Bereich von zentraler Bedeutung, der maßgeblich zu dem Erfolg einer Unternehmung beiträgt. Damit ist der Vertrieb aber auch einer der größten Kostenfaktoren der zwischen 10-30% der Gesamtkosten ausmacht. Es geht also darum den Vertrieb so zu strukturieren, damit er seiner zentralen Rolle gerecht wird (Dannenberg 2008, S. 2). Uneinigkeit herrscht jedoch über die genaue Einordnung des Vertriebs in den organisatorischen Kontext. So wird bei Witt (1996, S.1) von der "Speerspitze des Marketings" gesprochen, was den Vertrieb als Teil des Marketings einordnet, während Renker (2004, S. 1) den Vertrieb als Teil sieht der das Marketing in erster Instanz zum Laufen bringt. Da in der Literatur noch Uneinigkeit herrscht und sich hier keine eindeutige Definition herausgebildet hat, wird in der folgenden Bachelorarbeit der Vertrieb im Sinne von Winkelmann, einem der Vordenker auf diesem Gebiet, betrachtet. An geeigneter Stelle wird seine Sichtweise mit Meinungen anderer Autoren untermauert bzw. kritisch hinterfragt. Ebenso wie keine genaue Definition, existiert oft auch kein übergreifendes Konzept, wie der Vertrieb gestaltet werden soll. Ziel dieser Arbeit ist es deshalb, den Prozess des Vertriebs und dessen Methoden in einzelne Bereiche aufzuteilen und diese näher zu erläutern. Dadurch kann der Vertriebsprozess strukturiert dargestellt und nacheinander aufgebaut werden. Da dies auf Grund der vielfältigen Definitionen und der zahlreichen Aufgaben des Vertriebs ein sehr umfangreiches Gebiet ist, liegt der Schwerpunkt hier auf den Teilbereichen Vertriebsorganisation, Vertriebskonzeption, dem


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Product Details
  • ISBN-13: 9783640893096
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3640893093
  • Publisher Date: 14 Apr 2011
  • Height: 210 mm
  • No of Pages: 60
  • Series Title: German
  • Weight: 91 gr


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