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Oekologieorientiertes Handelsmarketing

Oekologieorientiertes Handelsmarketing


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About the Book

Gegenstand der Arbeit ist die Aufdeckung okologieorientierter Gestaltungsmoglichkeiten im Handelsmarketing sowie deren Abgleich mit der Praxis im Lebensmitteleinzelhandel. Zunachst wird der Handel als Unternehmen uber eine evolutorisch erweiterte Aktionsanalyse und als Marktmittler in Form eines okologieorientierten Diffusionsagenten charakterisiert. Vor diesem Hintergrund kann ein umfassendes Konzept des okologieorientierten Handelsmarketing entwickelt werden. Die konzeptuale Ausformung erstreckt sich neben der Analyse externer und interner Kontextfaktoren auf Leitwerte, Ziele und auf vielfaltige okologiebezogene Handlungsprinzipien fur die Aktionsbereiche im Marketing. Aus der Gegenuberstellung der anschliessend dargestellten quantitativen und qualitativen Forschungsergebnisse aus dem Lebensmitteleinzelhandel ergeben sich konkrete Gestaltungsempfehlungen fur die dortige Praxis."
About the Author: Der Autor: Stephan Kull studierte Wirtschaftswissenschaften in Hannover mit den Schwerpunkten Marketing, Psychologie, Unternehmensfuhrung und Organisation. Nach dem Examen zum Diplom-Okonom promovierte er am Institut fur Betriebsforschung, Abteilung Marketing I: Markt und Konsum, der Universitat Hannover. Dort war er als wissenschaftlicher Mitarbeiter beschaftigt und arbeitete nebenher in diversen kleineren Projekten sowie als Dozent in der beruflichen Weiterbildung."


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Product Details
  • ISBN-13: 9783631330678
  • Publisher: Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften
  • Publisher Imprint: Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften
  • Edition: New edition
  • Language: German
  • Returnable: N
  • Sub Title: Grundlegungen, Konzeptuale Ausformungen Und Empirische Einsichten
  • Width: 148 mm
  • ISBN-10: 3631330677
  • Publisher Date: 01 Mar 1998
  • Binding: Paperback
  • Height: 210 mm
  • No of Pages: 479
  • Series Title: Markt Und Konsum,
  • Weight: 650 gr


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