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| Author: | La Roche, U. |
| Title: | Von der Kunst, mit der "richtigen" Product-/Markt-Strategie-Methode zu planen. |
| Journal: | Management-Zeitschrift Industrielle Organisation
1987 : VOL. 56:3, p. 135-139 |
| Index terms: | PRODUCTS MARKETING SUCCESS |
| Language: | ger |
| Abstract: | In contrast to previous periods of growth, present-day markets are chiefly buyer-oriented with a surplus of offers. The conditions for the market and competition are therefore decisive when it comes to safeguarding the business success. The current superposed importance of the market and competition makes it necessary to ensure this success in order to derive other strategies - such as functional and local strategies - from one or more product/market strategies. |
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