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Architektur der Smarten Marketing-Mix-Werkstatt

In: Die Smarte Marketing-Mix-Werkstatt

Author

Listed:
  • Klaus Frank

    (Hochschule Albstadt-Sigmaringen)

Abstract

Zusammenfassung Zur Berücksichtigung der Interdependenzen in einem ganzheitlichen und agilen Marketing-Mix-Management ist eine praxisorientierte Vorgehensweise äußerst hilfreich. Diese Unterstützung bietet die Smarte Marketing-Mix-Werkstatt. Dazu werden in diesem Hauptkapitel die wichtigsten strukturellen Anforderungen aufgezeigt. Die kurze Vorstellung der drei Werkstattbereiche der Smarten Marketing-Mix-Werkstatt mit ihren insgesamt sieben Servicestationen und den damit verbundenen Aufgaben verschafft den Leserinnen und Lesern eine erste Orientierung für den praktischen Einsatz in den weiteren Hauptkapiteln.

Suggested Citation

  • Klaus Frank, 2023. "Architektur der Smarten Marketing-Mix-Werkstatt," Springer Books, in: Die Smarte Marketing-Mix-Werkstatt, chapter 0, pages 11-19, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-40613-4_2
    DOI: 10.1007/978-3-658-40613-4_2
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