Stakeholderorientiertes vs. kundenorientiertes Marketing. Vor- und Nachteile
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Stakeholderorientiertes vs. kundenorientiertes Marketing. Vor- und Nachteile

Stakeholderorientiertes vs. kundenorientiertes Marketing. Vor- und Nachteile


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About the Book

Studienarbeit aus dem Jahr 2018 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,3, Universität Kassel, Veranstaltung: Verwaltungsmarketing, Sprache: Deutsch, Abstract: Das Ziel dieser Hausarbeit ist, die Vor- und Nachteile von stakeholder- und kundenorientiertem Marketing herauszuarbeiten und anschließend einen Vergleich bzw. eine Bewertung der unterschiedlichen Marketingausrichtungen vorzunehmen. Somit soll den öffentlichen Behörden der bestmögliche Weg des Marketings aufgezeigt werden. Demzufolge soll anschließend an diese Hausarbeit eine Auswahl anhand der Vor- und Nachteile für ein stakeholder- bzw. ein kundenorientiertes Marketing möglich sein. Im Marketing steckt nicht nur für Unternehmen, sondern auch für öffentliche Verwaltungen viel Potenzial, sie in der Wettbewerbsfähigkeit zu stärken und das Image zu verbessern. Die Hausarbeit basiert weitgehend auf einer Literaturrecherche zum Thema Marketing in Verbindung mit stakeholder- sowie kundenorientiertem Marketing und der kritischen Auseinandersetzung mit den Quellen. Zum Einstieg wird in Kapitel 2 auf die Begrifflichkeiten eingegangen. Das Marketing wird in Bezug zur öffentlichen Verwaltung erläutert, anschließend wird die Definition der Begriffe Kundenorientierung und Stakeholder einer öffentlichen Verwaltung betrachtet. In Kapitel 3 wird zunächst ausführlicher auf kundenorientiertes Marketing eingegangen und ferner die Vor- und Nachteile diskutiert. Im 4. Kapitel schließt sich die genauere Betrachtung des stakeholderorientierten Marketings sowie deren Vor- und Nachteile an. Es folgt in Kapitel 5 die Bewertung der Möglichkeiten von stakeholder- oder kundenorientiertem Marketing. Abschließend werden im Fazit die Erkenntnisse der Arbeit zusammenfassend dargestellt und ggf. weiterer Forschungsbedarf festgelegt.


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Product Details
  • ISBN-13: 9783668839137
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 24
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3668839131
  • Publisher Date: 16 Nov 2018
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 95 gr


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