Marketing - Rechts - Management by Guido Möllering
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Marketing - Rechts - Management

Marketing - Rechts - Management


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About the Book

Inhaltsangabe: Einleitung: Ausgangspunkt dieser Arbeit ist die Feststellung, dass sich jedes Unternehmen bei der Planung und Durchführung seiner Teilnahme am wirtschaftlichen Wettbewerb in einem Spannungsfeld zwischen Marketing und Recht bewegt. Am Ende dieser Arbeit steht ein gedankliches Konzept zur Bewältigung dieser Spannungen, das sich in folgenden Aussagen zusammenfassen lässt: Das Recht äußert sich im Marketingprozess in Form von Maßnahmen, d.h. im präventiven, defensiven und offensiven Verhalten der Wettbewerber zum Schutz und zur Durchsetzung ihrer subjektiven Rechte. Die Dualität von Marketing-Rechts-Problemen in Verbindung mit dem hohen Spezialisierungsgrad der Komponenten „Recht" und „Marketing" erfordert zur Durchführung der in (1) umschriebenen Maßnahmen regelmäßig eine organisierte Kooperation von Marketingmanagern und Rechtsexperten, die mit dem Begriff Marketing-Rechts-Management (MRM) bezeichnet wird. Ziel des MRM ist die optimale Berücksichtigung des Rechts im Marketingprozess. Der Maßstab für dieses an sich nicht quantifizierbare Optimum sind die übergeordneten Marketingziele, die sich sowohl aus Gewinnzielen als auch aus Sicherheitszielen zusammensetzen. Ein Unternehmen, das über ein effizientes MRM verfügt hat einen Vorteil im Wettbewerb. Die organisatorische Gestaltung des MRM ist eine Führungsaufgabe. Die Zusammenarbeit von Marketingmanagern und Rechtsexperten erfordert ein Mindestmaß an Koordination zur Gewährleistung der gemeinsamen Zielausrichtung. Die Durchführung konkreter organisatorischer Maßnahmen ist jedoch - bedingt durch die Vielfalt und Verschiedenartigkeit der Marketing-Rechts-Probleme - schwierig, so daß lediglich günstige Rahmenbedingungen geschaffen und ein grundsätzliches Aktionsprogramm festgelegt werden können. In der Betrachtung der Markteinführung eines einzelnen Produktes wie dem Lufterfrischer „Pyramide" kann die praktische Relevanz der Konzeption des MRM in dieser Arbeit nicht allgemeingültig „bewiesen" werden. Mi


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Product Details
  • ISBN-13: 9783838626161
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Weight: 231 gr
  • ISBN-10: 3838626168
  • Publisher Date: 24 Aug 2000
  • Height: 210 mm
  • No of Pages: 132
  • Series Title: German
  • Sub Title: Die Bewältigung des Spannungsfeldes zwischen Marketing und Recht als Aufgabe und Chance im Marketingprozeß am Beispiel der Markteinführung eines Luf
  • Width: 148 mm


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