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				<div style="text-align:left;margin-bottom:20px;">  		</div><span itemprop="name" class="title">Positionierung - das erfolgreichste Marketing auf unseren Planeten<br></span><span class="subtitle">Das Praxisbuch für ungewöhnliche Marketingerfolge<br></span><p>Autoren:<br><span itemprop="author" class="author"><b>Peter Sawtschenko</b></span></p><p>Verlag:<br><b itemprop="publisher">GABAL</b>&nbsp;&nbsp;<a onclick="SearchPublEnt(2555)" href="#">Weitere Titel dieses Verlages anzeigen</a></p>		
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<span class="notbold">Erschienen: </span>Dezember 2016<br><span class="notbold">Seiten: </span>296<br><span class="notbold">Sprache: </span>Deutsch<br><span class="notbold">Preis: </span>32.90 €<br>
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						<div class="right-td"><span class="notbold">Ma&szlig;e: </span>236x160x22<br><span class="notbold">Einband: </span>Gebundene Ausgabe<br><span class="notbold">Zum Buch: </span>HC gerader Rücken kaschiert<br><span class="notbold">ISBN: </span>9783897495067			</div>
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						<h1><a href="_9783897495067_inhalt.html">Inhaltsverzeichnis</a></h1>
						<p><html><head><title>© ABC Advanced Book Catalog</title><meta http-equiv=Content-Type content="text/html; charset=iso-8859-1"><!--java die !--></head><body leftmargin=30 rightmargin=50 bgcolor=#FFFFFF>
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<!--#L0--><p><font size=5><b>Inhalt</font></b></p><!--/#L0-->
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<tr><td valign=top width=7%><td width=85%>Vom Krisen- zum Chancenmarketing<td valign=top align=right width=8%><b>7</b>
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<!--#L0--><tr><td valign=top width=14%><font size=2><b>Teil 1</font></b><td width=78%><font size=2><b>Einführung</font></b><td valign=top align=right width=8%><b>15</b><!--/#L0-->
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<tr><td valign=top width=7%>1.<td width=85%>Das Problem der Austauschbarkeit<td valign=top align=right width=8%><b>17</b>
<tr><td valign=top width=7%>2.<td width=85%>Warum Positionierung unerlässlich ist<td valign=top align=right width=8%><b>26</b>
<tr><td valign=top width=7%>3.<td width=85%>So bauen Sie eine Marke auf<td valign=top align=right width=8%><b>31</b>
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<!--#L0--><tr><td valign=top width=14%><font size=2><b>Teil 2</font></b><td width=78%><font size=2><b>Spezialisierungsstrategien</font></b><td valign=top align=right width=8%><b>45</b><!--/#L0-->
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<tr><td valign=top width=7%>1.<td width=85%>Die Positionierung als Spezialist<td valign=top align=right width=8%><b>47</b>
<tr><td valign=top width=7%>2.<td width=85%>Die Positionierung über Zielgruppenspezialisierung<td valign=top align=right width=8%><b>55</b>
<tr><td valign=top width=7%>3.<td width=85%>Die Marktnischen-Positionierung<td valign=top align=right width=8%><b>79</b>
<tr><td valign=top width=7%>4.<td width=85%>Die David-gegen-Goliath-Positionierung<td valign=top align=right width=8%><b>94</b>
<tr><td valign=top width=7%>5.<td width=85%>Die Problemlösungsspezialisierung<td valign=top align=right width=8%><b>98</b>
<tr><td valign=top width=7%>6.<td width=85%>Die Positionierung über den Service<td valign=top align=right width=8%><b>111</b>
<tr><td valign=top width=7%>7.<td width=85%>Die Spezialisierung auf Einsparpotenziale<td valign=top align=right width=8%><b>124</b>
<tr><td valign=top width=7%>8.<td width=85%>Trotz Branchenkrise zum Marktführer - die Saeilo Deutschland GmbH<td valign=top align=right width=8%><b>128</b>
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<!--#L0--><tr><td valign=top width=14%><font size=2><b>Teil 3</font></b><td width=78%><font size=2><b>Produkt-Positionierungsstrategien</font></b><td valign=top align=right width=8%><b>133</b><!--/#L0-->
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<tr><td valign=top width=7%>1.<td width=85%>Die Positionierung über den Preis<td valign=top align=right width=8%><b>135</b>
<tr><td valign=top width=7%>2.<td width=85%>Die Produktpositionierung<td valign=top align=right width=8%><b>140</b>
<tr><td valign=top width=7%>3.<td width=85%>Die Positionierung mit einem Pionierprodukt oder einer Weltneuheit<td valign=top align=right width=8%><b>147</b>
<tr><td valign=top width=7%>4.<td width=85%>Die Positionierung als neue Produktkategorie<td valign=top align=right width=8%><b>154</b>
<tr><td valign=top width=7%>5.<td width=85%>Die Positionierung für eine neue Verwenderzielgruppe<td valign=top align=right width=8%><b>160</b>
<tr><td valign=top width=7%>6.<td width=85%>Die Positionierung mit einer neuen Technologie<td valign=top align=right width=8%><b>163</b>
<tr><td valign=top width=7%>7.<td width=85%>Joint-Venture-Marketing<td valign=top align=right width=8%><b>166</b>
<tr><td valign=top width=7%>8.<td width=85%>Die Feindbild- und die Spätfolgepositionierung<td valign=top align=right width=8%><b>172</b>
<tr><td valign=top width=7%>9.<td width=85%>Die Trojaner-Strategie<td valign=top align=right width=8%><b>178</b>
<tr><td valign=top width=7%>10.<td width=85%>Die Intel-Inside-Positionierung<td valign=top align=right width=8%><b>190</b>
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<!--#L0--><tr><td valign=top width=14%><font size=2><b>Teil 4</font></b><td width=78%><font size=2><b>Positionierung über Garantien</font></b><td valign=top align=right width=8%><b>195</b><!--/#L0-->
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<tr><td valign=top width=7%>1.<td width=85%>Garantien - Kauf ohne Risiko<td valign=top align=right width=8%><b>197</b>
<tr><td valign=top width=7%>2.<td width=85%>Die Zufriedenheits- und Geld-zurück-Garantie<td valign=top align=right width=8%><b>201</b>
<tr><td valign=top width=7%>3.<td width=85%>Die Sicherheitsgarantie<td valign=top align=right width=8%><b>205</b>
<tr><td valign=top width=7%>4.<td width=85%>Die Erfolgsgarantie<td valign=top align=right width=8%><b>208</b>
<tr><td valign=top width=7%>5.<td width=85%>Referenzen und persönliche Garantien<td valign=top align=right width=8%><b>210</b>
<tr><td valign=top width=7%>6.<td width=85%>Die Co-Branding-Positionierung<td valign=top align=right width=8%><b>213</b>
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<!--#L0--><tr><td valign=top width=14%><font size=2><b>Teil 5</font></b><td width=78%><font size=2><b>Positionierung über Kommunikation</font></b><td valign=top align=right width=8%><b>217</b><!--/#L0-->
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<tr><td valign=top width=7%>1.<td width=85%>Corporate Design und Corporate Identity - die Visualisierung einer Unternehmensphilosophie<td valign=top align=right width=8%><b>219</b>
<tr><td valign=top width=7%>2.<td width=85%>Virtual Branding - Positionierung und Markenaufbau im Internet<td valign=top align=right width=8%><b>227</b>
<tr><td valign=top width=7%>3.<td width=85%>Sprechen Sie die Sprache der Zielgruppe<td valign=top align=right width=8%><b>235</b>
<tr><td valign=top width=7%>4.<td width=85%>Faktoren, die den Erfolg verhindern<td valign=top align=right width=8%><b>244</b>
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<!--#L0--><tr><td valign=top width=14%><font size=2><b>Teil 6</font></b><td width=78%><font size=2><b>Berufs- und branchenbezogene Positionierungsstrategien</font></b><td valign=top align=right width=8%><b>251</b><!--/#L0-->
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<tr><td valign=top width=7%>1.<td width=85%>Die Positionierung von Freiberuflern<td valign=top align=right width=8%><b>253</b>
<tr><td valign=top width=7%>2.<td width=85%>Die Positionierung im Berater- und Trainermarkt<td valign=top align=right width=8%><b>264</b>
<tr><td valign=top width=7%>3.<td width=85%>Die Positionierung als Informations-, Beschaffungs- und Vermittlungszentrale<td valign=top align=right width=8%><b>274</b>
<tr><td valign=top width=7%>4.<td width=85%>Die Positionierung von Existenzgründern<td valign=top align=right width=8%><b>283</b>
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<tr><td valign=top width=7%><td width=85%><font size=2><b>Anhang</font></b><td valign=top align=right width=8%><b>287</b>
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<tr><td valign=top width=7%><td width=85%>Danksagung<td valign=top align=right width=8%><b>289</b>
<tr><td valign=top width=7%><td width=85%>Literaturverzeichnis<td valign=top align=right width=8%><b>290</b>
<tr><td valign=top width=7%><td width=85%>Über den Autor<td valign=top align=right width=8%><b>292</b>
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  <!-- JavaScript at the bottom for fast page loading -->

  <!-- Grab Google CDN's jQuery, with a protocol relative URL; fall back to local if offline 
//  <script src="//ajax.googleapis.com/ajax/libs/jquery/1.7.1/jquery.min.js"></script>
//  <script>window.jQuery || document.write('<script src="js/libs/jquery-1.7.1.min.js"><\/script>')</script>
	-->	
	<script src="js/libs/jquery-1.8.3.min.js"></script>
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	<script src="js/libs/history.js-master/scripts/bundled/html4+html5/jquery.history.js"></script>	
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		<script src="js/libs/jtabs/js/html5shiv.min.js"></script>
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	<script src="js/libs/jtabs/js/jaegers.js"></script>
	<script src="js/libs/jtabs/js/jaegers.tabs.js"></script>
<!--
	<script src="js/libs/sly-master/jquery.sly.js"></script>  
-->		
	<script src="js/libs/sly-1.2.2/dist/sly.min.js"></script>  
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  <script type="text/javascript">
    function FixedStart()
      {
      shelf_book_ean = "9783897495067"; SearchOpen("@@autocat", "9783897495067")      }

	if ($('#TopMenuContainer').is('*')) {
	  $('#TopMenuContainer').load('treemenu_JS.php', function() {
		jQuery(".topMmenu").megamenu();
		$('#tabContent').html($('#tab1Content').html());
	});
	}
	if ($('#fullResultList').is('*')) {
		$('#fullResultList').lionbars();
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// Calling jTabs
/*
(function ($) {
    $(document).ready(function () {
        // Horizontal Tabs
        $('.tabs-x').jTabs({
            marker: false
        });
    });
}(Jaegers));	  
*/







	  
//works but switched off now, in use is Photoslider block	  
/*
			var sly = new Sly($('.sly'), 
				{
				horizontal: 1,
				itemNav: "forceCentered",
				dragHandle: 1,
				dynamicHandle: 1,
				drag: 1,
				scrollBy: 1,
				speed: 500,
				//easing: "easeOutBack" // with jQuery Easing plugin
			}).init(); // Has to be initiated
*/





		// -----------------------------------------------------------------------------------
		//   Photoslider
		// -----------------------------------------------------------------------------------

				// Function for populating lists with placeholder items
				function populate(container, count, offset) {

					var output = '';

					offset = isNaN(offset) ? 0 : offset;

					for (var i = 0; i < count; i++) {
						output += '<li>' + (offset + i) + '</li>';
					}

					return $(output).appendTo(container);

				}

				// Populate list items
				$('ul[data-items]').each(function (i, element) {

					var items = parseInt($(element).data('items'), 10);

					//not needed at the moment, fills slider with Dummy data
					//populate(element, items);

				});


			
				
				
				// Call sly instances

					var $cont = $('#Photoscroll'),
						$frame = $cont.find(".sly"),
						$slidee = $frame.find("ul"),
						$scrollbar = $cont.find(".scrollbar"),
						$pagesbar = $cont.find(".pages"),
						options = {}, //$frame.data("options"),

						$controls = $cont.find(".controls"),
						$prevButton = $controls.find(".prev"),
						$nextButton = $controls.find(".next"),
						$prevPageButton = $controls.find(".prevPage"),
						$nextPageButton = $controls.find(".nextPage");

					$.extend(options, {
						itemNav: "forceCentered",
						horizontal:1,
						smart: 1,
						activateMiddle: 1,
						activateOn: 'click',
mouseDragging: 1,
touchDragging: 1,
interactive: ['a'],
releaseSwing: 1,
startAt: 0,
//scrollBy: 1, //enable mouse scroll
speed: 500,
elasticBounds: 1,
easing: 'easeOutBack',
dragHandle: 1,
dynamicHandle: 1,
clickBar: 1, 
 //data-options='{ "horizontal":1, "itemNav": "forceCentered", "dragHandle": 1,"dynamicHandle": 1, "dragging": 1, "mouseDragging": 1, "touchDragging": 1, "speed": 500, "clickBar":1, "easing": "easeOutBack"}'
 
 
 						scrollBar: $scrollbar,
						pagesBar: $pagesbar,

						prev: $prevButton,
						next: $nextButton,
						prevPage: $prevPageButton,
						nextPage: $nextPageButton,
						disabledClass: 'btn-disabled'
					});

					
var container = document.getElementById('Photoscroll');
var sly_timer = null;
var sly_img_timer = null;

//imagesLoaded(container, function(){					
					
					// Call sly
					$frame.sly(options, {
					move: function (evn) {
					  if (this.pos.cur > this.pos.end - 1000) CacheNextCovers();  //.max changed to .end
					  if (sly_img_timer) clearTimeout(sly_img_timer);
					  else $('#imgScroll').hide();
					  sly_img_timer = setTimeout(function() { 
						sly_img_timer = null;
						$('#imgScroll').css({width:0});
						$('#imgScroll').css({left:findRightCorner('.slidee li.active')});
						$('#imgScroll').show().animate({ width: 48}, 'fast');
						//$('#imgScroll').show(); 
					  }, 500);
					  for (var i=0; i<this.items.length; i++)
					    {
					    var pos = this.items[i].center - this.pos.cur;
					    if (pos > -3000 && pos < 3000)
					      {
					      $(this.items[i].el.firstChild.childNodes[1]).load(function () {$(this).addClass('imgloaded')});
					      this.items[i].el.firstChild.childNodes[1].src = $(this.items[i].el.firstChild.childNodes[1]).attr('url');
					      }
					    }
 					  }, 
					active: function (evn, item) {
					  if (sly_timer) clearTimeout(sly_timer);
					  sly_timer = setTimeout(function() { sly_timer = null; OpenNewCover()}, 250);
					  }
					});

					// Bind controls
					$cont.find("button").click(function () {

						var action = $(this).data('action'),
							arg = $(this).data('arg');

						switch (action) {
							case 'add':
								var children = $slidee.children().length,
									$item = $('<li>'+children+'</li>');
								$slidee.append($item);
								$frame.sly('reload');
							break;

							case 'remove':
								$slidee.children().slice(-1).remove();
								$frame.sly('reload');
							break;

							default:
								$frame.sly(action, arg);
						}
					});
//});

$().UItoTop({ easingType: 'easeOutQuart' }); 

//Dropdown plugin data
var ddData = [
    {
        text: "Suche in Titel, Autor, Verlag",
        value: 0,
        selected: false,
        description: "",
        imageSrc: ""
    },
    {
        text: "Suche auch im Buchinhalt",
        value: 1,
        selected: false,
        description: "Durchsucht auch Inhaltsverzeichnisse, Register, Klappentexte, Vorworte, Autoreninformationen",
        imageSrc: ""
    }
];

var SearchArea = 0;

$('#selectDropdown').ddslick({
    data: ddData,
    width: 100,
    imagePosition: "left",
    selectText: "Suche in",
        defaultSelectedIndex: 0,
        truncateDescription: true,
        showSelectedHTML: false,	
	
	
    onSelected: function (data) {
        if (SearchArea != data.selectedIndex)
          {
          SearchArea = data.selectedIndex;
          Search();
          }
    }
});

var GoToCart = 1;	// 0 = remember, 1 = direct
var NoCart = 0;
var count_max = 0;
var lang_filter = -1;
  
  </script>
  
  

  
  
  
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