The aim of this research is to investigate the influencing factors of price and product policy interdependencies on a standarsided marketing mix management approach within the German foundry industry. The analysis of knowlege of marketing mix management and its processes show that these, despite their benefits, are lacking and have not yet reached marketers' acceptance despite their proven usefulness (Kotler 2009). Scientific discussion is still far from reaching a common agreement on a theoretical model for the management of price and product interdependencies within a standardised marketing mix management approach. Based on a literature review of past empirical work, the author derived factors influencing standardised marketing mix management, discussed their applicability in the case of the German foundry industry and developed a model for standardising the marketing mix management and its price and product policy interdependencies.
| Identifer | oai:union.ndltd.org:bl.uk/oai:ethos.bl.uk:681932 |
| Date | January 2015 |
| Creators | Wieland, Jürgen |
| Contributors | Vignali, Claudio ; Ryding, Daniella |
| Publisher | University of Gloucestershire |
| Source Sets | Ethos UK |
| Detected Language | English |
| Type | Electronic Thesis or Dissertation |
| Source | http://eprints.glos.ac.uk/3271/ |
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