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Rationeller Einsatz Der Marketinginstrumente

Rationeller Einsatz Der Marketinginstrumente

          
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About the Book

1.0 Marketing unter dem Gesichtspunkt des Lösens von Problemen Marketing läßt sich auch definieren als das Finden (oder Erfinden) von Problemen, deren Bewußtmachen und das Anbieten von Lösungen dazu. 1.1 Drei Gruppen von Problemen Grundsätzlich lassen sich Probleme allgemein in folgende drei Gruppen unter- teilen: Kom m uni kat ion s pro b I e m e, In n 0 v at ion s pro b I e m e und E n t s c eid h u n g pro s b I e m e, die sich allerdings teilweise überschneiden. So geht es im Bereich der Werbung zum Beispiel weitgehend um die Lösung innovati- ver Kommunikationsprobleme bzw. kommunikativer Innovationsprobleme. Innerhalb der drei Gruppen liegt jedes Problem zwischen zwei Extremen: dem sachlich-technischen und dem menschlich-soziologischen. Ein typisches Innovationsproblem stellt sich dar als die Aufgabe, einen Verbin- dungsweg zwischen einer Ausgangssituation und einem Zielbereich zu finden. Kommunikationsprobleme, zu denen auch die Informationsprobleme zählen, kön- nen auftreten, wenn es um die Definition von Ausgangssituation und Zielbereich geht. Typische Entscheidungsprobleme liegen vor, wenn es zwischen Ausgangs- situation und Zielbereich mehrere Verbindungsmöglichkeiten gibt. 1.2 Imitatives und kreatives Lösen von Problemen Sämtliche Probleme allgemein und alle Innovationsprobleme speziell können imi- tativ oder kreativ gelöst werden. Letztlich sind jedoch nur imitative Problemlösun- gen möglich. Diese werden allerdings als kreativ bezeichnet, wenn die Imitationen in weiter entfernt liegenden Bereichen erfolgen.


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Product Details
  • ISBN-13: 9783663000747
  • Publisher: Gabler Verlag
  • Binding: Paperback
  • Height: 244 mm
  • No of Pages: 133
  • Series Title: Schriften Zur Unternehmensführung
  • Weight: 236 gr
  • ISBN-10: 3663000745
  • Publisher Date: 01 Jan 1971
  • Edition: 1971 ed.
  • Language: German
  • Returnable: Y
  • Spine Width: 8 mm
  • Width: 170 mm


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