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Strategisches Nonprofit-Marketing

Strategisches Nonprofit-Marketing


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About the Book

Masterarbeit aus dem Jahr 2005 im Fachbereich Pflegewissenschaft - Pflegemanagement, Note: 1,3, Fachhochschule Braunschweig / Wolfenbüttel; Standort Wolfenbüttel, Sprache: Deutsch, Abstract: Die Anzahl der Kinder unter zehn Jahren wird in den nächsten Jahren in erheblichem Umfang zurückgehen. Der entstehende Überhang an Plätzen in Kindertagesstätten führt zu einem scharfen Wettbewerb. Einrichtungen, die kein marktgerechtes Angebot machen können, werden vom Markt verschwinden. Kindertagesstätten als Organisationen der Sozialwirtschaft sind durch teilweise tiefgreifende Veränderungen ihrer finanzwirtschaftlichen Überlebensbedingungen mehr und mehr mit steigendem Wettbewerbsdruck und dynamischen Umweltveränderungen konfrontiert. Daraus ergibt sich die Notwendigkeit, eigene Ressourcen zu optimieren und ein konsequent auf den Markt bezogenes Denken zu entwickeln. Durch den bereits einsetzenden, sich in Zukunft noch verschärfenden Wettbewerb stellt sich die Frage, wie durch eine Übertragung des strategischen Marketinggedankens Einrichtungen zukünftig Überleben und eine bessere Aufgabenerfüllung erreichen können. Die vorliegende Arbeit hat sich zum Ziel gesetzt, die Möglichkeiten und Grenzen des strategischen Marketings im Hinblick auf eine Neupositionierung von Kindertagesstätten zu untersuchen. Ziel der Marketing-Bemühungen sind dabei zuvorderst die Eltern als Entscheider über den Absatz der Nonprofit-Dienstleistung Kinderbetreuung. Dies geschieht in dem Bewußtsein, dass ein an alle relevanten An-spruchsgruppen, insbesondere der Kostenträger gerichtetes Beziehungsmarketing für das zukünftige Überleben einer Kindertagesstätte von großer Bedeutung ist. Der erste Teil der Arbeit wendet sich den Grundlagen des Nonprofit-Marketings zu. Dabei wird die grundsätzliche Frage nach dem Marktbegriff in der Sozialwirtschaft aufgeworfen und eine begriffliche Abgrenzung vorgenommen. Im zweiten Teil werden Kindertagesstätten als soziale Dienstleister verortet und das spezifische Umfel


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Product Details
  • ISBN-13: 9783638934817
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 222 gr
  • ISBN-10: 3638934810
  • Publisher Date: 21 Apr 2008
  • Height: 210 mm
  • No of Pages: 124
  • Series Title: German
  • Sub Title: Möglichkeiten und Grenzen am Beispiel der Kindertagesstätte Freytagstrasse
  • Width: 148 mm


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