Marketingethik Book by Melanie Draba - Bookswagon
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Marketingethik

Marketingethik


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About the Book

Durch die Globalisierung und die damit einhergehenden neuen Herausforderungen, die sich innerhalb der Rahmenordnung für die Handlungen der Unternehmen ergeben, ist gleichermaßen die Bedeutung der Wirtschaftsethik gewachsen. Die Unternehmen stehen mehr und mehr in der Pflicht Verantwortung für ihr Handeln zu übernehmen und Rechenschaft gegenüber den Stakeholdern abzulegen. Die unternehmerischen Tätigkeiten auf globaler Ebene machen es zunehmend schwieriger, die Konzerne auf politischer Ebene zu kontrollieren oder Regelungen durchzusetzen. Es ergibt sich der dringende Bedarf einer praktikablen Wirtschaftsethik. Doch inwiefern ist eine Vereinbarkeit von Gewinnmaximierung und ethischem Handeln realisierbar? Die Globalisierung hat goßen Einfluss genommen auf die Marketingaktivitäten der international agierenden Unternehmen. Aggressive Wettbewerbsstrategien werden angewandt um neue Kunden oder sensiblere Kunden in den bestehenden und neuen Märkten für sich zu gewinnen. Konkret entsteht der Bedarf einer Marketingethik, die moralische Standards für Entscheidungen und Verhaltensweisen der Marketingmanager integriert. Doch die Globalisierung hat nicht nur die Herausforderungen der Unternehmen und der Politik verändert, sondern auch den Lebensstil der Konsumenten in den entwickelten Industriestaaten. Bereits im Jahr 1992 entsteht auf der UN-Konferenz für Umwelt und Entwicklung in Rio de Janeiro die "Agenda 21", die gezielt eine nachhaltige Entwicklung durch eine Änderung des Konsumentenverhaltens anstrebt. Um das Verhalten der Konsumenten zu verändern, bedarf es einer Analyse ihrer Werte und welche ethischen Komponenten zu einem nachhaltigen Konsum führen. Die Integration von Nachhaltigkeit in die Marketingstrategie allein reicht jedoch nicht aus. Hält ein Unternehmen sich nicht an die Umweltversprechen die es suggeriert, so kann sich das verheerend auf den Markenwert oder das Image auswirken. Eine geeignete Corporate Social Responsibility-Strategie könnte der Schlüssel zum E


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Product Details
  • ISBN-13: 9783842879942
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 222 gr
  • ISBN-10: 3842879946
  • Publisher Date: 30 May 2012
  • Height: 210 mm
  • No of Pages: 136
  • Series Title: German
  • Sub Title: Kritische Betrachtung der Corporate Social Responsibility als Marketinginstrument
  • Width: 148 mm


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