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Entwicklung und Status quo des Versandhandels in Deutschland

Entwicklung und Status quo des Versandhandels in Deutschland

          
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About the Book

Inhaltsangabe: Gang der Untersuchung: Der Versandhandel gehört zu den ältesten Betriebstypen des Einzelhandels in Deutschland. Ihn kennzeichnet u.a. das Angebot von Waren und Dienstleistungen mittels Katalog, Prospekt, Anzeige, elektronischer Medien, Direktwerbung oder Vertreter. In keinem anderen Land der Welt hat der Versandhandel einen so hohen Marktanteil am gesamten Einzelhandelsumsatz wie in Deutschland. Vor diesem Hintergrund ist es erstaunlich, daß sich die Handelsbetriebslehre in Deutschland bisher nur sporadisch mit diesem Betriebstyp befaßt hat. Im Rahmen dieser Diplomarbeit setzt sich die Verfasserin zur Aufgabe, die historische Entwicklung des deutschen Versandhandels bis zur heutigen Zeit aufzuarbeiten und möglichst lückenlos zu dokumentieren. Darüber hinaus sollen Besonderheiten des Marketing-Mix im Versandhandel dargestellt und Gestaltungsempfehlungen für den Einsatz der Marketing-Instrumente in der Praxis gegeben werden. Im ersten Kapitel dieser Arbeit wird der Versandhandel anhand ausgewählter konstitutiver Merkmale vom stationären Einzelhandel abgegrenzt. Darüber hinaus wird die grundsätzliche Problematik bei der Ausgestaltung des Marketing-Mix im Versandhandel umrissen. Das zweite Kapitel ist der theoretischen Fundierung zur Explikation der Entstehung und Entwicklung einerseits sowie zur Gestaltung des Marketing-Mix im Versandhandel andererseits gewidmet. Zur Erklärung der Entfaltung und Entwicklung des Versandhandels in Deutschland, wird auf das Konzept der "Dynamik der Betriebsformen" rekurriert. Nach der Darstellung dieses Konzeptes sowie ausgewählter Kritikpunkte zu diesem Modell, werden die gewonnenen Erkenntnisse auf den Entstehungs- und Wandlungsprozeß des Versandhandels transferiert. Im zweiten Teil dieses Kapitels wird die Informationsökonomie aufgegriffen, um den Einsatz der versandhandelsspezifischen Marketinginstrumente theoretisch zu fundieren. Im Mittelpunkt stehen hierbei die Ausführungen zur Informationsasymmetrie bei Transaktio


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Product Details
  • ISBN-13: 9783838609300
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3838609301
  • Publisher Date: 15 Jul 1998
  • Height: 210 mm
  • No of Pages: 104
  • Series Title: German
  • Weight: 149 gr


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