Push und Pull in der Markenpolitik : Ein Beitrag zur modellgestuetzten Marketingplanung am Beispiel des Reifenmarktes (Record no. 60164)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02905naaaa2200469uu 4500 |
| 001 - CONTROL NUMBER | |
| control field | https://directory.doabooks.org/handle/20.500.12854/34163 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | b13634 |
| 024 7# - OTHER STANDARD IDENTIFIER | |
| Standard number or code | 10.3726/b13634 |
| Terms of availability | doi |
| 041 0# - LANGUAGE CODE | |
| Language code of text/sound track or separate title | German |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 072 #7 - SUBJECT CATEGORY CODE | |
| Subject category code | KJB |
| Source | bicssc |
| 072 #7 - SUBJECT CATEGORY CODE | |
| Subject category code | KJMV5 |
| Source | bicssc |
| 072 #7 - SUBJECT CATEGORY CODE | |
| Subject category code | KJMV7 |
| Source | bicssc |
| 072 #7 - SUBJECT CATEGORY CODE | |
| Subject category code | KJMV9 |
| Source | bicssc |
| 072 #7 - SUBJECT CATEGORY CODE | |
| Subject category code | KJSM |
| Source | bicssc |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Szeliga, Michael |
| Relationship | auth |
| 245 10 - TITLE STATEMENT | |
| Title | Push und Pull in der Markenpolitik : Ein Beitrag zur modellgestuetzten Marketingplanung am Beispiel des Reifenmarktes |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | Bern |
| Name of publisher, distributor, etc. | Peter Lang International Academic Publishing Group |
| Date of publication, distribution, etc. | 2018 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 1 electronic resource (306 p.) |
| 506 0# - RESTRICTIONS ON ACCESS NOTE | |
| Terms governing access | Open Access |
| Source of term | star |
| Standardized terminology for access restriction | Unrestricted online access |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Angesichts der hohen Komplexität von Entscheidungen in der Markenpolitik sehen sich Markenartikelhersteller vor der Herausforderung, Planungsinstrumente zu konzipieren, die sie bei der Entscheidungsfindung unterstützen und eine quantifizierbare Bewertung von Handlungsalternativen ermöglichen. Diese Arbeit hat sich daher zum Ziel gesetzt, einen Beitrag zur Entwicklung dieser Instrumente zu liefern. Hierbei wird die Tradition der bereits in den 70er Jahren intensiv diskutierten modelltheoretischen Ansätze fortgeführt und ein Simulationsmodell zur Planung von Markendurchsetzungsstrategien des Push und Pull entwickelt. Im Vordergrund steht die Frage des aufeinander abgestimmten Einsatzes des handels- und endabnehmerorientierten Marketinginstrumentariums. Den situativen Kontext zur Veranschaulichung der einzelnen Prozeßstufen bei der Entwicklung eines solchen Modells bildet der Privatkundenbereich des deutschen Reifenmarktes. |
| 540 ## - TERMS GOVERNING USE AND REPRODUCTION NOTE | |
| Terms governing use and reproduction | Creative Commons |
| Use and reproduction rights | https://creativecommons.org/licenses/by/4.0/legalcode |
| Source of term | cc |
| -- | https://creativecommons.org/licenses/by/4.0/legalcode |
| 546 ## - LANGUAGE NOTE | |
| Language note | German |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Business studies: general |
| Source of heading or term | bicssc |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Production & quality control management |
| Source of heading or term | bicssc |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Sales & marketing management |
| Source of heading or term | bicssc |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Distribution & warehousing management |
| Source of heading or term | bicssc |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Market research |
| Source of heading or term | bicssc |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Beispiel |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Beitrag |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Markenpolitik |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Marketingplanung |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | modellgestützten |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Pull |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Push |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Reifenmarktes |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Szeliga |
| 856 40 - ELECTRONIC LOCATION AND ACCESS | |
| Host name | www.oapen.org |
| Uniform Resource Identifier | <a href="https://library.oapen.org/bitstream/20.500.12657/27047/1/1002981.pdf">https://library.oapen.org/bitstream/20.500.12657/27047/1/1002981.pdf</a> |
| Access status | 0 |
| Public note | DOAB: download the publication |
| 856 40 - ELECTRONIC LOCATION AND ACCESS | |
| Host name | www.oapen.org |
| Uniform Resource Identifier | <a href="https://library.oapen.org/bitstream/20.500.12657/27047/1/1002981.pdf">https://library.oapen.org/bitstream/20.500.12657/27047/1/1002981.pdf</a> |
| Access status | 0 |
| Public note | DOAB: download the publication |
| 856 40 - ELECTRONIC LOCATION AND ACCESS | |
| Host name | www.oapen.org |
| Uniform Resource Identifier | <a href="https://library.oapen.org/bitstream/20.500.12657/27047/1/1002981.pdf">https://library.oapen.org/bitstream/20.500.12657/27047/1/1002981.pdf</a> |
| Access status | 0 |
| Public note | DOAB: download the publication |
| 856 40 - ELECTRONIC LOCATION AND ACCESS | |
| Host name | www.oapen.org |
| Uniform Resource Identifier | <a href="https://directory.doabooks.org/handle/20.500.12854/34163">https://directory.doabooks.org/handle/20.500.12854/34163</a> |
| Access status | 0 |
| Public note | DOAB: description of the publication |
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