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The Strathprints institutional repository is a digital archive of University of Strathclyde's Open Access research outputs. Strathprints provides access to thousands of Open Access research papers by University of Strathclyde researchers, including by researchers from the Department of Computer & Information Sciences involved in mathematically structured programming, similarity and metric search, computer security, software systems, combinatronics and digital health.

The Department also includes the iSchool Research Group, which performs leading research into socio-technical phenomena and topics such as information retrieval and information seeking behaviour.

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Exzellenz in Makrenmanagement und Vertrieb (Excellence in Brand Management and Sales)

Ahlert, D. and Becker, B. and Evanschitzky, H. and Hesse, J. and Salfeld, A. (2005) Exzellenz in Makrenmanagement und Vertrieb (Excellence in Brand Management and Sales). Springer. ISBN 3-8350-0027-6

Full text not available in this repository.

Abstract

More than ever each enterprise must try to differentiate itself from their competitors. In "Excellence in marketing management and selling" renowned authors present two scenarios. The book focuses on the physical operational readiness level of the products of the enterprise, as well as the mental operational readiness level of the enterprise. The creation of a physical operational readiness level is the substantial task in product marketing, while the management can guarantee the "operational readiness level" of consumers. On the basis of numerous practical examples and best practices, the substantial challenges to management are pointed out and solutions for these examined. The second edition was revised and supplemented around two contributions from the range of selling practice. The emphasis of this book is based on the objectives of the chapter "Applied marketing Science/practice-oriented marketing research" and on the transmission and application of scientific realizations in practice.