Erfolgsfaktoren im Regionalmarketing ländlicher Räume
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Erfolgsfaktoren im Regionalmarketing ländlicher Räume

Erfolgsfaktoren im Regionalmarketing ländlicher Räume


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About the Book

Die Stärkung ländlicher Räume bildet im "Europa der Regionen" eine zentrale Aufgabe auf allen Ebenen: von der Kommune bis zur EU. Das Regionalmarketing besitzt dabei eine Schlüsselfunktion zur Aktivierung der endogenen Potentiale einer Region sowie zur konsequenten Ausrichtung aller Aktivitäten auf aktuelle und zukünftige Märkte. In wachsendem Umfang nutzen die Förderinstrumente der Regionalentwicklung dieses Mittel zur Selbsthilfe. Weitgehend unerforscht sind jedoch die Faktoren, die den Erfolg im Regionalmarketing ländlicher Räume maßgeblich bestimmen und so als Grundlage einer Erfolgskontrolle genutzt werden könnten. Die vorliegende Arbeit befaßt sich mit der Identifikation solcher Erfolgsfaktoren am Beispiel ländlicher Regionen, die in Deutschland und Österreich im Rahmen der Programme LEADER+ und REGIONENaktiv gefördert wurden. Die Basis bildet eine umfassende empirische Studie, an der 134 der 222 Förderregionen mitgewirkt haben. Die hohe Rücklaufquote belegt die besondere Relevanz des Forschungsthemas auch für die Praxis. Die Vorgehensweise zur Identifikation der Erfolgsfaktoren im Regionalmarketing orientiert sich an Methoden und Ergebnissen der Erfolgsfaktorenforschung im betriebswirtschaftlichen Kontext und im Stadtmarketing. Insbesondere kommen hierbei multivariate statistische Verfahren zum Einsatz. Gleichwohl steht die Praxisorientierung des Ansatzes im Vordergrund. Im Ergebnis werden sieben Erfolgsfaktoren identifiziert und von den Experten in den Untersuchungsregionen hinsichtlich ihrer Relevanz bestätigt.
About the Author: Jahrgang 1971 (Berlin), studierte nach dem Abitur Agrarwissenschaften mit Schwerpunkt Marketing in der Fachrichtung Wirtschafts- und Sozialwissenschaften des Landbaus an der Humboldt-Universität zu Berlin. Abschluß zum Diplom-Agraringenieur. Marketing- und PR-Manager im öffentlichen Sektor, in der Privatwirtschaft und der Politik. Von 2004 bis 2008 Mitarbeiter in Forschung und Lehre am Fachgebiet Agribusiness & Agrarmarketing der Humboldt-Universität. Promotion zum Dr. rer. agr. im Juli 2008 bei Prof. Dr. Dr. h.c. Günter Schade. Selbständiger Berater im Bereich Regionalmarketing und Tourismus.


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Product Details
  • ISBN-13: 9783837065800
  • Publisher: Books on Demand
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 17 mm
  • Weight: 435 gr
  • ISBN-10: 3837065804
  • Publisher Date: 10 Sep 2008
  • Height: 210 mm
  • No of Pages: 324
  • Series Title: German
  • Sub Title: Eine empirische Studie der LEADER+- und REGIONENaktiv-Regionen in Deutschland und Österreich
  • Width: 148 mm


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