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Zur Optimierung Markoffscher Markenwahlprozesse Mit Hilfe Der Preispolitik

Zur Optimierung Markoffscher Markenwahlprozesse Mit Hilfe Der Preispolitik

          
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About the Book

Eine a b sat z 0 r i e n tie r t e Unterneh- menspolitik ist ftir die in Marktwirtschaften tatigen Unternehmen von existenzieller Bedeutung. 1m Rahmen der Absatzplanung wird u. a. tiber den Einsatz der un- terschiedlichen absatzpolitischen Instrurnente entschie- den, urn die Nachfrager in ihrem Kaufverhalten derart zu beeinflussen, daB eine bestmogliche Erreichung des Unternehmensziels ermoglicht wird. Vor etwa 15 Jahren fanden sich in der amerikanischen Literatur zurn ersten Mal Ansatze, in denen das Kaufer- verhalten als ein stochastischer ProzeB dargestellt wur- de. Nur vereinzelt finden sich jedoch Losungsansatze, die den EinfluB des absatzpolitischen Instrumentariurns auf das Kauferverhalten berllcksichtigen. Das Hauptanliegen dieser Arbeit ist einerseits die Analyse des Zusammenhangs zwischen der Preisforderung und dem Kauferverhalten, als einem stochastischen ProzeB. Andererseits werden ein- und mehrperiodige Entschei- dungsmodelle formuliert, mit deren Hilfe die optimale preispolitik eines Unternehmens bestimmt werden kann. Dabei wird insbesondere der Unsicherheit tiber die Wir- kung preispolitischer MaBnahmen Rechnung getragen. Mein besonderer Dank gilt an dieser Stelle meinem aka- demischen Lehrer, Herrn Professor Dr. H. Jacob, der mir die Anfertigung der Arbeit ermoglichte und mich durch sein Interesse untersttitzte. Herrn Professor Dr. D. Sondermann danke ich ftir einige wertvolle Hinweise bei der Anfertigung des Manuskripts. Weiterhin gilt mein herzlicher Dank Herrn Dipl.-Kfm. Stephan op de Hipt; in gemeinsamen Diskussionen wur- de so manches wesentliche Problem gelost. SchlieBlich danke ich dem Seminar fUr Allgemeine Be- triebswirtschaftslehre der Universitat Hamburg, das diese Arbeit in seine Schriftenreihe aufgenommen hat.


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Product Details
  • ISBN-13: 9783409331210
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Edition: 1977 ed.
  • Language: German
  • Returnable: N
  • Spine Width: 10 mm
  • Width: 170 mm
  • ISBN-10: 3409331212
  • Publisher Date: 01 Jan 1977
  • Binding: Paperback
  • Height: 244 mm
  • No of Pages: 175
  • Series Title: Schriftenreihe Des Seminars Für Allgemeine Betriebswirtschaf
  • Weight: 308 gr


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Zur Optimierung Markoffscher Markenwahlprozesse Mit Hilfe Der Preispolitik
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