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Der Zusammenhang zwischen Arbeits- und Händlerzufriedenheit: Eine empirische Analyse bei einem internationalen Konsumgüterhersteller

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Internationaler Vertrieb

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Zusammenfassung

„Was ein weitsichtiges Markenmanagement aufbaut, reißt ein kurzsichtiges Vertriebsmanagement immer wieder ein“, so könnte die aktuelle Konfliktlage in der Praxis auf den Punkt gebracht werden – zumindest aus der Perspektive des Brandmanagers. Die Antwort des Vertriebsmanagers dürfte lauten: „Was nützen uns die schönsten Marketingvisionen, wenn unsere Mitarbeiter diese Visionen nicht teilen?“

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Author information

Authors and Affiliations

  1. Aston University, Birmingham, Birmingham, UK

    Prof. Dr. Heiner Evanschitzky & Prof. Dr. Max Werdermann

Authors
  1. Prof. Dr. Heiner Evanschitzky
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  2. Prof. Dr. Max Werdermann
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Correspondence to Heiner Evanschitzky .

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Editors and Affiliations

  1. Gemeinnützige Aktiengesellschaft, NORDAKADEMIE, Köllner Chaussee 11, Elmshorn, 25337, Germany

    Lars Binckebanck

  2. , Institut für Marketing, Universität St. Gallen, Dufourstr. 40a, St. Gallen, 9000, Switzerland

    Christian Belz

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Evanschitzky, H., Werdermann, M. (2012). Der Zusammenhang zwischen Arbeits- und Händlerzufriedenheit: Eine empirische Analyse bei einem internationalen Konsumgüterhersteller. In: Binckebanck, L., Belz, C. (eds) Internationaler Vertrieb. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-8349-3743-8_24

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  • DOI: https://doi.org/10.1007/978-3-8349-3743-8_24

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  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-8349-3161-0

  • Online ISBN: 978-3-8349-3743-8

  • eBook Packages: Business and Economics (German Language)

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