December 2014
Beginner to intermediate
706 pages
24h 45m
German
Content preview from Marketing-Management in der Hotellerie, 3rd Edition
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5 Grundlegende strategische Verhaltensweisen im Wettbewerb
Marketingstrategien sind das Bindeglied zwischen Marketingzielen und Marketingmaßnahmen und stellen demzufolge einen verbindlichen Handlungsrahmen für das Vorgehen und den Einsatz der operativen Marketinginstrumente auf dem Absatzmarkt dar. Charakteristisches Element der Strategieformulierung und -entwicklung ist die vertikale Differenzierung strategischer Entscheidungen, die einzelne Strategietypen im Hinblick auf ihren hierarchischorganisatorischen Geltungs- und Wirkungsbereich unterscheidet. Dies trägt der Tatsache Rechnung, dass in einem Unternehmen, in Abhängigkeit von Unternehmensgröße, Diversifikationsgrad und Internationalisierungsprofil, differenzierte Strategie- und Planungsprozesse ...
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