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Unternehmen als Marktteilnehmer

In: Vertriebscontrolling optimieren

Author

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  • Alexander Dietzel

Abstract

Zusammenfassung Die stets vorhandenen Marktkräfte lösen Bewegungen aus, denen sich ein Unternehmen schwerlich entziehen kann. Dies kann in wachsenden Märkten positive, in stagnierenden oder schrumpfenden Märkten negative Auswirkungen haben. Um die Wirkung der eigenen Maßnahmen korrekt beurteilen zu können, bedarf es genauer Kenntnisse dieser Marktdynamik. Dazu gehören einerseits eine möglichst exakte Eingrenzung des relevanten Marktumfeldes und andererseits eine konkrete Vorstellung von der Energie, die in dem Markt steckt.

Suggested Citation

  • Alexander Dietzel, 2020. "Unternehmen als Marktteilnehmer," Springer Books, in: Vertriebscontrolling optimieren, edition 2, chapter 0, pages 193-200, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-28131-1_11
    DOI: 10.1007/978-3-658-28131-1_11
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