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2020 | OriginalPaper | Chapter

18. Handelsmarketing

Author : Christian Homburg

Published in: Marketingmanagement

Publisher: Springer Fachmedien Wiesbaden

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Zusammenfassung

  • Der Leser kennt die besonderen Aspekte des Umfelds, in welchem Handelsunternehmen agieren.
  • Der Leser kennt die Funktionen des Handels.
  • Der Leser weiß, welche Betriebsformen des Handels es gibt.
  • Der Leser kennt die produktpolitischen Besonderheiten des Handelsmarketing.
  • Der Leser kennt die preispolitischen Besonderheiten des Handelsmarketing.
  • Der Leser kennt die kommunikationspolitischen Besonderheiten des Handelsmarketing.
  • Der Leser kennt die vertriebspolitischen Besonderheiten des Handelsmarketing.
  • Der Leser kennt die Besonderheiten des Handelsmarketing im Hinblick auf die Verkaufsraumgestaltung sowie die Personalpolitik.

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Metadata
Title
Handelsmarketing
Author
Christian Homburg
Copyright Year
2020
Book
Marketingmanagement

Print ISBN: 978-3-658-29635-3

Electronic ISBN: 978-3-658-29636-0

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-3-658-29636-0_18