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Corporate Citizenship

Corporate Citizenship


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About the Book

Inhaltsangabe: Zusammenfassung: Die vorliegende Arbeit befasst sich ausführlich mit dem Thema Corporate Citizenship - also gesellschaftliches Engagement von Unternehmen - als Marketinginstrument. Korrekt angewendet hebt Corporate Citizenship das Ansehen eines Unternehmens in der Öffentlichkeit und trägt so langfristig zur Umsatzsteigerung bei. Die Arbeit zeigt, daß gerade in Deutschland dieses Marketinginstrument noch nicht sehr weit verbreitet ist und deshalb verstärkt zur Abhebung eines Unternehmens von der Masse beiträgt. Dargestellt wird unter anderem die Entwicklung von Corporate Citizenship, seine Stellung als Marketinginstrument, sowie positive, aber auch negative Aspekte seiner Innen- und Außenwirkung. Als Beispiel der vorbildlichen Anwendung von Corporate Citizenship als Marketinginstrument wird das Engagement der Henkel AG vorgestellt. Ferner wird die Anwendung von Corporate Citizenship in den USA und Deutschland unter anderem anhand einer eigenen Erhebung verglichen und eine Entwicklungsprognose für die Verbreitung in Deutschland gestellt. Entgegen der weitverbreiteten Meinung, zeigt die Autorin weiterhin, daß dieses Marketinginstrument durchaus auch von kleinen und mittelständischen Unternehmen mit geringeren Mitteln anwendbar ist. Die Arbeit enthält deshalb diverse Instrumente, welche gezielt auch zur Anwendung in Klein- und mittelständischen Unternehmen entwickelt wurden. Aufgezeigt werden in diesem Zusammenhang zuerst relevante Überlegungen, welche ein Unternehmen vor der Einführung von Corporate Citizenship anstellen sollte. Anhand eines Ablaufdiagramms werden diese zusätzlich visualisiert. Es folgen eine Checkliste zur Einführung von Corporate Citizenship und Kennzahlen zur Erfolgsmessung, welche ebenfalls nach den Bedürfnissen der genannten Unternehmensgruppen zusammengestellt wurden. Der Beweis der Anwendbarkeit bei geringem Aufwand wird von der Autorin in einem weiteren Kapitel erbracht. Hier erklärt sie detailliert das eigens für ein mit


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Product Details
  • ISBN-13: 9783838685090
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 10 mm
  • Weight: 272 gr
  • ISBN-10: 3838685091
  • Publisher Date: 22 Dec 2004
  • Height: 210 mm
  • No of Pages: 164
  • Series Title: German
  • Sub Title: Darstellung der Grundlagen des Marketinginstruments unter Berücksichtigung der Situation in den USA und Entwicklung von Tools sowie eines Konzeptes
  • Width: 148 mm


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