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The Strathprints institutional repository is a digital archive of University of Strathclyde research outputs. Strathprints provides access to thousands of Open Access research papers by University of Strathclyde researchers, including those from the School of Psychological Sciences & Health - but also papers by researchers based within the Faculties of Science, Engineering, Humanities & Social Sciences, and from the Strathclyde Business School.

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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

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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.