Cause Related Marketing (CrM). Ernsthaftes soziales Engagement oder Scheinheiligkeit?
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Cause Related Marketing (CrM). Ernsthaftes soziales Engagement oder Scheinheiligkeit?

Cause Related Marketing (CrM). Ernsthaftes soziales Engagement oder Scheinheiligkeit?


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About the Book

Studienarbeit aus dem Jahr 2019 im Fachbereich BWL - Unternehmensethik, Wirtschaftsethik, Note: 1,7, Hochschule Fresenius; Köln, Sprache: Deutsch, Abstract: Wird Cause Related Marketing tatsächlich aus reinem sozialem Engagement eingesetzt oder handelt es sich nur um eine scheinheilige Fassade, um den Erfolg des Unternehmens voranzutreiben? Nachdem der Begriff "Cause Related Marketing" näher definiert wurde, wird aufgezeigt, inwiefern sich die Maßnahme für die beteiligten Geschäftspartner als vorteilhaft erwies. Welcher Kritik die Unternehmensstrategie ausgesetzt ist, wird im nächsten Kapitel erläutert. Im Anschluss wird aufgezeigt, welche Bedingungen zum Erfolg eines CrM-Konzeptes führen und gleichzeitig dessen Glaubwürdigkeit erhöhen. Nachdem zwei Praxisbeispiele genannt werden, werden diese anhand der Erfolgsbedingungen fokussiert analysiert und bewertet. Es soll exemplarisch aufgezeigt werden, inwieweit die drei Ansätze ernsthaft genutzt werden bzw. ob es Anzeichen dafür gibt, dass es sich bei der Spendenaktion um reine Fassade handelt. "Kaufen Sie unser Produkt und Sie spenden damit automatisch 1 an die Hilfsorganisation X." Nicht selten werden Kundinnen und Kunden bei ihrem Einkauf mit derartigen Werbekampagnen konfrontiert. "Kaufen für den guten Zweck", lautet die Botschaft, die hinter sogenannten Cause Related Marketing (CrM) Maßnahmen steckt und Käuferinnen und Käufer dazu anregt, aus sozialem Interesse und Hilfsbereitschaft ein bestimmtes Produkt zu erwerben. Doch was bezwecken die Hersteller mit derartigen Kampagnen? Steckt reines soziales Engagement dahinter? Oder trügt der Schein und die Unternehmen nutzen CrM lediglich als Marketingstrategie, um den Unternehmenserfolg voranzutreiben? Wird das Versprechen einer Spende überhaupt eingehalten? Und wie erfolgreich sind derartige Kampagnen?


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Product Details
  • ISBN-13: 9783346459930
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 24
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3346459934
  • Publisher Date: 22 Jun 2021
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 95 gr

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