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Die Erfolgsfaktorenforschung — Entwicklungslinien aus Sicht des Marketing

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Relationship Marketing

Zusammenfassung

Ein grundlegendes Ziel des strategischen Managements und der strategischen Marketingforschung ist die Aufdeckung von steuerbaren Einflussgrößen, die für den Erfolg bzw. Misserfolg von Unternehmen oder Geschäftseinheiten ursächlich sind. Unzählige Forschungsbeiträge widmen sich Fragestellungen wie: „Warum sind einige Unternehmen (in einer Branche) profitabler als andere?“, „Was sind erfolgreiche Strategien, um einen Wettbewerber zu überflügeln?“ und „Welchen Beitrag liefert das Marketing zur Sicherung langfristiger Profitabilität?“.

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Author information

Authors and Affiliations

  1. Institut für Marketing, Humboldt-Universität zu Berlin, Spandauer Strasse 1, D-10178, Berlin, Deutschland

    Prof Dr. Lutz Hildebrandt (Wirtschaftswissenschaftliche Fakultät)

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  1. Prof Dr. Lutz Hildebrandt
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Editors and Affiliations

  1. Lehrstuhl für Betriebswirtschaftslehre insbesondere Marketing, Universität Paderborn, Warburger Straße 100, 33098, Paderborn, Deutschland

    Mario Rese

  2. Lehrstuhl für Allgemeine Betriebswirtschaftslehre, insbesondere Internationales Management, Europa-Universität Viadrina, Große Scharrnstraße 59, 15230, Frankfurt/Oder, Deutschland

    Albrecht Söllner

  3. Witzig & Frank GmbH, Am Holderstock 2, 77652, Offenburg, Deutschland

    Peter Utzig

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Hildebrandt, L. (2003). Die Erfolgsfaktorenforschung — Entwicklungslinien aus Sicht des Marketing. In: Rese, M., Söllner, A., Utzig, P. (eds) Relationship Marketing. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-55654-8_10

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  • DOI: https://doi.org/10.1007/978-3-642-55654-8_10

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-642-62888-7

  • Online ISBN: 978-3-642-55654-8

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