Marktsegmentierung in der deutschen Unternehmenspraxis (German Edition)

Kesting, Tobias; Rennhak, Carsten

ISBN 10: 3834908312 ISBN 13: 9783834908315

Published by Gabler Verlag, 2008

Language: German

Condition: New Soft cover

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In German.

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Bibliographic Details

Title

Marktsegmentierung in der deutschen Unternehmenspraxis (German Edition)

Publisher

Gabler Verlag

Publication Date

2008

Language

German

ISBN 10

3834908312

ISBN 13

9783834908315

Binding

Soft cover

Condition

New

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About this title

Synopsis

Unternehmen k�nnen ihre Produkte und Dienstleistungen auf der Basis konsequent betriebener Marktsegmentierungen gezielt auf die Bed�rfnisse potenzieller Nachfrager abstimmen. Das vorhandene Segmentierungspotenzial wird jedoch h�ufig nicht ausgesch�pft.

Tobias Kesting und Carsten Rennhak stellen die f�r die g�ngigen Ans�tze notwendigen Werkzeuge vor. Ihre Untersuchung konzentriert sich dabei speziell auf die Anforderungen in den Bereichen B2B-Sachg�ter und -Dienstleistungen sowie B2C-Sachg�ter und -Dienstleistungen und Einzelhandel. Im Fokus stehen der Stellenwert von Segmentierungen, das Vorgehen bei der Entwicklung und Umsetzung von Segmentierungskonzepten sowie die jeweiligen Herausforderungen, denen sich Unternehmen bei der Marktsegmentierung gegen�bersehen. Es zeigt sich, dass insbesondere die Gr��e und die Branchenzugeh�rigkeit von Unternehmen einen erheblichen Einfluss auf die Art und die Intensit�t der Segmentierungsaktivit�ten haben.

About the Author

Tobias Kesting ist wissenschaftlicher Mitarbeiter bei Prof. Dr. Thomas Baaken am Forschungs- und Entwicklungsschwerpunkt Science Marketing im Fachbereich Wirtschaft der Fachhochschule M�nster.

Prof. Dr. Carsten Rennhak ist Professor f�r Allgemeine Betriebswirtschaftslehre mit dem Schwerpunkt Marketing an der Hochschule Reutlingen.

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