Erfolgskontrolle im Stadtmarketing by Claudia Bornemeyer
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Erfolgskontrolle im Stadtmarketing

Erfolgskontrolle im Stadtmarketing


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About the Book

Trotz der großen Popularität des Stadtmarketings in der Praxis liegen bis dato nur wenige Ansätze zur Untersuchung des Erfolgs entsprechender Aktivitäten vor. Gleichzeitig wird jedoch die grundsätzliche Bedeutung einer Erfolgskontrolle im Stadtmarketing deutlich herausgestellt. Die Zielsetzung der vorliegenden Arbeit ist die Identifikation von Erfolgsfaktoren des Stadtmarketings, d. h. von Vorgehensweisen und Gegebenheiten, die für den Erfolg oder Mißerfolg von Stadtmarketingaktivitäten maßgeblich sind. Darauf aufbauend, werden Möglichkeiten der Erfolgskontrolle abgeleitet. Die Basis der vorliegenden Arbeit bildet eine umfassende empirische Studie zu Einfluß- und Maßgrößen des Stadtmarketingerfolgs, an der sich 280 deutsche Städte und Gemeinden beteiligt haben. Diese hohe Zahl von Städten belegt den besonderen Stellenwert der gewählten Thematik. Die Vorgehensweise bei der Identifikation von Erfolgsfaktoren des Stadtmarketings orientiert sich an den Methoden und Ergebnissen der betriebswirtschaftlichen Erfolgsfaktorenforschung. Mittels geeigneter multivariater Datenanalyseverfahren werden Erfolgsfaktoren im Stadtmarketing herausgearbeitet und in ein Klassifikationsschema zur Erfolgskontrolle integriert. Die Leistungsfähigkeit dieses Kontrollansatzes wird anhand konkreter Fallbeispiele demonstriert.
About the Author: Claudia Bornemeyer, geboren am 08.04.1973 in Düsseldorf. Nach dem Abitur absolvierte sie von 1992 bis 1997 ein Studium der Betriebswirtschaftslehre an der Universität Bielefeld und der Ecole Supérieure de Commerce, Rennes, Frankreich. Von 1998 bis 2001 war sie als wissenschaftliche Mitarbeiterin am Lehrstuhl für Betriebswirtschaftslehre und Marketing der Universität Bielefeld beschäftigt. Promotion zum Dr. rer. pol. im Februar 2002 bei Prof. Dr. Reinhold Decker.


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Product Details
  • ISBN-13: 9783890129648
  • Publisher: Josef Eul Verlag Gmbh
  • Publisher Imprint: Josef Eul Verlag Gmbh
  • Height: 210 mm
  • No of Pages: 294
  • Series Title: German
  • Weight: 403 gr
  • ISBN-10: 3890129641
  • Publisher Date: 01 May 2002
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 16 mm
  • Width: 148 mm


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