haku: @author Kucher, E. / yhteensä: 11
viite: 10 / 11
| Tekijä: | Kucher, E. |
| Otsikko: | Microcomputer-Einsatz fuer Marketingentscheidungen |
| Lehti: | Schmalenbachs Zeitschrift für Betriebswirtschaftliche Forschung
1986 : DEC, VOL. 38:12, p.1031-1045 |
| Asiasana: | MICROCOMPUTERS MARKETING |
| Kieli: | ger |
| Tiivistelmä: | The application possibilities of high-developed information processing techniques is being demonstrated in two fields of marketing. Through an example of a pharmaceutical product the reader will see how an improved direction of marketing-mix-instrumentation can be achieved by involving prices into the analysis. On a second example it is shown how market segmentation and positioning of growing differentiation of consumer requirements contributes to securing at least in part a company's already achieved market share. The microcomputer plays an essential role in both cases. |
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