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Internes Marketing und Unternehmenskultur

Internes Marketing und Unternehmenskultur


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About the Book

Die Bedingungen auf den Absatzmärkten haben sich in den letzten Jahren durch steigenden Wettbewerbsdruck, wachsende Kundenanforderungen und die voranschreitende Globalisierung massiv verändert. Nur durch eine konsequente Orientierung an den Bedürfnissen der Kunden und den nachhaltigen Aufbau von Wettbewerbsvorteilen können Unternehmen langfristig bestehen. Um die Marktorientierung eines Unternehmens jedoch positiv beeinflussen zu können, müssen die Mitarbeiter der betreffenden Organisation in das Zentrum aller Bemühungen gerückt werden. Zwar sind die eigentlichen Unternehmensziele die Zufriedenheit und Treue der Kunden sowie eine gute Position gegenüber den Wettbewerbern, doch lassen sich diese Ziele nur über die eigenen Mitarbeiter erreichen. Die Beeinflussung des Mitarbeiterverhaltens mit dem Ziel einer Steigerung der Marktorientierung kann mit verschiedenen Mitteln verfolgt werden: Marketing bedeutet "... die Kunst, Kunden auf gewinnbringende Weise zu finden und zufrieden zu stellen". So stellt das Interne Marketing verschiedene Instrumente bereit, die das Verhalten der Mitarbeiter in gewünschter Weise beeinflussen sollen. Auch dem Bereich der Unternehmenskultur werden Einflussmöglichkeiten auf die Einstellungen und Handlungsweisen der Mitarbeiter zugeschrieben. Insbesondere Werte und Normen der Mitarbeiter sind elementare Bestandteile der Marktorientierung. Diese Arbeit hat sich zum Ziel gesetzt, das Zusammenspiel von Internem Marketing und Unternehmenskultur sowie deren Wirkungszusammenhänge mit der Marktorientierung einer marktwirtschaftlich agierenden Organisation zu identifizieren, darzustellen und zu erklären. Dazu werden im Grundlagenteil zunächst die zentralen Begriffe eingeführt, interpretiert und durch die vorhandene, größtenteils aus dem angloamerikanischen Bereich stammende Literatur vertieft. Im Anhang finden sich darüber hinaus umfangreiche Tabellen zu den verschiedenen empirischen und konzeptionellen Arbeiten und ihren Kernaussagen. Der Abschnit
About the Author: Dipl.-Kfm. Philip Kerpen, geboren 1976 in Aachen, Banklehre bei Trinkaus & Burkhardt KGaA, Düsseldorf, Abschluss 1997 als Bankkaufmann, Studium der Betriebswirtschaft an der Universität zu Köln, Abschluss 2004 als Diplom-Kaufmann, seitdem Tätigkeit in verschiedenen Industrieunternehmen mit den Schwerpunkten M&A und Restrukturierung.


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Product Details
  • ISBN-13: 9783836652339
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 10 mm
  • Weight: 390 gr
  • ISBN-10: 3836652331
  • Publisher Date: 20 Jul 2007
  • Height: 254 mm
  • No of Pages: 192
  • Series Title: German
  • Sub Title: Analyse Der Interdependenzen Unter Marktorientierten Gesichtspunkten
  • Width: 178 mm


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