Strukturveränderndes Marketing Book by Henrik Menge
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Strukturveränderndes Marketing

Strukturveränderndes Marketing


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About the Book

Inhaltsangabe: Einleitung: Strukturveränderndes Marketing, das bedeutet (pro)aktives, antizipatives und gestaltendes Handeln entsprechend den aktuellen Herausforderungen des jeweiligen Marktes. Insbesondere bei innovativen oder modifizierten Produkten ist eine zielorientierte Beeinflussung der Bedürfnisse, Erwartungen, Forderungen sowie der vorherrschenden Denk- und Verhaltensmuster der verschiedenen Austauschpartner ein „Muss", um erfolgreich am Markt zu agieren. Die vorliegende Arbeit setzt sich mit dem Thema der Etablierung von Erdgasfahrzeugen im deutschen Automobilmarkt auseinander. Das Themenfeld wird aus der Perspektive von Gasversorgungsunternehmen (GVU) durchleuchtet, welche als treibende und integrierende Kraft im entstehenden Marktsegment verstanden werden. Das gesellschaftsorientierte Marketing-Management-Verständnis, welches die Relevanz gesellschaftlicher Anspruchsgruppen in Theorie und Praxis moderner Marketingkonzepte verdeutlicht, dient als Grundlage der Untersuchung. Die Aufgaben, vor denen das Marketing steht, liegen in der Entwicklung von Strategien für GVU, die Lösungswege für bestehende Probleme aufzeigen. Dabei ist die Leitidee einer erheblich erweiterten Umweltorientierung von zentraler Bedeutung. Nach dieser Leitidee müssen neben den üblichen techno-ökonomischen Gesichtspunkten immer auch politisch-rechtliche, sozio-kulturelle sowie ökologische Aspekte und speziell gesellschaftliche Änderungsprozesse sowie (langfristige) Konsumentenbedürfnisse explizit strategisches Denken und Handeln prägen. Deshalb sind die Einflüsse verschiedener Institutionen der weiteren Unternehmensumwelt und deren Integration in eine Marketingkonzeption zu untersuchen: Wie können neben Marktakteuren staatliche Institutionen, Massenmedien, Interessenverbände und der Kunde als Bürger in ein Marketingkonzept einbezogen werden, um Unternehmensziele zu verwirklichen? Diese Organisationen oder Personen sollten aktiv genutzt werden, um Marketingstrategien umzusetzen. Da


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Product Details
  • ISBN-13: 9783838683720
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 10 mm
  • Weight: 277 gr
  • ISBN-10: 3838683722
  • Publisher Date: 27 Oct 2004
  • Height: 210 mm
  • No of Pages: 168
  • Series Title: German
  • Sub Title: Dargestellt am Beispiel der Vermarktung von Erdgasfahrzeugen durch Gasversorgungsunternehmen
  • Width: 148 mm


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