Goodwill Und Marketingstrategie by Hermann Simon
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Goodwill Und Marketingstrategie

Goodwill Und Marketingstrategie


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About the Book

Erfolgreiche Unternehmen messen dem Goodwill, den sie bei ihren Kunden besitzen, hochste strategische Bedeutung zu. Robert Bosch wird der Geschaftsgrundsatz "Lieber Geld verlieren als Vertrauen" nachgesagt. In ihrem Buch "In Search of Excellence" sehen Peters und Waterman ein wesentliches Merkmal erfolgreicher Unternehmen darin, daB die- se ihre Strategien auf Kundentreue, Goodwill-Aufbau und langfristige Einkommensziele ausrichten, wwrend erfolglose Unternehmen sich verhalten, als gabe es keine Zukunft ("act like there's no tomorrow", 161). Idealtypisch unterschied Domizlaff bereits 1929 den auf einmalige Geschiifte und schnelle Gewinne erpichten, )ahrmarktsverkaufer" yom "ortsansassigen Kaufherrn", der "seine Kunden durch Gewinnung ihres Vertrauens zu binden" sucht und "Qualitatsverpflichtung als Voraussetzung eines eintraglichen Dauerge- schaftes" versteht (Domizlaff 1982, 61 und 77). In Gutenbergs Theorie ftihrt die Bildung von akquisitorischem Potential dazu, daB die "Kundschaft . . . sich in ihren Kaufentschei- dungen weitgehend auf das Ansehen des Unternehmens verlaBt" (Gutenberg 1955,243). Woher riihrt die Bedeutung von Phanomenen wie Goodwill, Vertrauen und Reputation, die in der rationalen Welt der Okonomie scheinbar keinen Platz haben und auch in der okonomischen Theorie erst in jtingster Zeit starker beachtet werden (vgl. Albach 1980)? Die Bedeutung laBt sich auf ein einziges Ursachenbtindel zurtickftihren: Nachfrager besit- zen nur selten vollkommene Information tiber die angebotenen Produkte und Dienstlei- stungen. Die Beseitigung bestehender Informationsliicken kann sehr kosten- und zeitaufwendig oder im Kaufzeitpunkt sogar grundsatzlich unmoglich sein (z. B. Haltbarkeit, Repara- turanfalligkeit, After-Sales-Service), so daB der Kaufer es vorzieht bzw. darauf angewie- sen ist, sich auf die Reputation des Anbieters zu verlassen.


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Product Details
  • ISBN-13: 9783409136037
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Edition: Softcover Reprint of the Origi ed.
  • Language: German
  • Returnable: N
  • Spine Width: 14 mm
  • Width: 170 mm
  • ISBN-10: 3409136037
  • Publisher Date: 01 Jan 1985
  • Binding: Paperback
  • Height: 244 mm
  • No of Pages: 250
  • Series Title: German
  • Weight: 462 gr


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