Das Potenzial Von Marketing Für Eine Ressourcenorientierte Transformation Des Konsumsystems
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Das Potenzial Von Marketing Für Eine Ressourcenorientierte Transformation Des Konsumsystems

Das Potenzial Von Marketing Für Eine Ressourcenorientierte Transformation Des Konsumsystems


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About the Book

Dieses Open-Access-Buch klärt die Frage, ob Marketing einen essenziellen Beitrag leisten kann, um die Herausforderungen der gegenwärtigen Klima- und Vielfachkrise zu bewältigen. Louise I. H. Rieck untersucht das Transformationspotenzial von Marketing mithilfe des innovativen Forschungsinstrumentes der Erkundungsaufstellung. Die Untersuchung identifiziert eine Reihe an irreführenden Annahmen im klassischen Mindset, z. B. bezüglich der Axiome "Konsumentensouveränität" und "Verbrauchermacht". Auch der Topos vom "grünen Wachstum" erweist sich als Sackgasse. In der repräsentierenden Wahrnehmung zeigt sich ein neues, weitsichtiges Marketingdenken, das Erwerbsorientierung und Ressourcenorientierung als Antagonisten begreift, die zueinander in einem kreativ-fruchtbaren Spannungsverhältnis stehen. Als Ergebnis der Untersuchung steht die Idee eines anderen, zukunftsorientierten Marketing, das als Katalysator für transformative Bewegungen und ressourcengerechte Konsuminnovationen wirken kann. Das Merkmal, welches das besondere Potenzial von Marketing für eine ressourcenorientierte Transformation des Konsumsystems - seine USP gegenüber anderen verbraucherpolitischen Akteuren - begründet, überrascht: Es liegt im besonderen Verhältnis von Marketing zur Wahrheit.


About the Author:

Dr. Louise Ina Hannah Rieck ist als freie Konzeptionerin, Texterin und Beraterin in Berlin und Hamburg tätig. Bei ihrer Arbeit nutzt sie gern systemische Aufstellungen, weil die Methode wieder näher an die Realität des Ganzen heranführt. Daraus ergeben sich überraschende Einblicke und wertvolle Entdeckungen, die neue Denkbewegungen auslösen.



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Product Details
  • ISBN-13: 9783658403454
  • Publisher: Springer Fachmedien Wiesbaden
  • Publisher Imprint: Springer Gabler
  • Height: 210 mm
  • No of Pages: 415
  • Spine Width: 23 mm
  • Weight: 580 gr
  • ISBN-10: 3658403454
  • Publisher Date: 23 Feb 2023
  • Binding: Paperback
  • Language: German
  • Returnable: Y
  • Sub Title: Eine Systemische Erkundung Von Möglichkeitsräumen
  • Width: 148 mm


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Das Potenzial Von Marketing Für Eine Ressourcenorientierte Transformation Des Konsumsystems
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Das Potenzial Von Marketing Für Eine Ressourcenorientierte Transformation Des Konsumsystems
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