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Wirksamkeit Anwaltlicher Werbemassnahmen

Wirksamkeit Anwaltlicher Werbemassnahmen


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About the Book

Das anwaltliche Werberecht beschaftigt die deutsche Anwaltschaft, seitdem das Bundesverfassungsgericht vor 25 Jahren die Geltung des Grundsatzes der Werbefreiheit festgestellt hat, traditionell besonders intensiv. Zahlreiche Veroffentlichungen zum anwaltlichen Werberecht erlautern, welche Mittel der Unternehmenskommunikation aus der Sicht des anwaltlichen Berufsrechts zulassig oder unzulassig sind. Weitgehend unbeantwortet ist hingegen die logisch vorrangige Frage, welche Mittel der Unternehmenskommunikation bei einem Einsatz durch Anwalte uberhaupt wirksam sind. Der Frage der sachgerechten Kommunikation von Anwalten mit ihrem Markt geht die vorliegende empirische Studie nach: Sie klart, welcher Mittel der Unternehmenskommunikation sich die deutschen Rechtsanwaltinnen und Rechtsanwalte bedienen und wie sie die Wirksamkeit der von ihnen genutzten Kommunikationsmassnahmen einschatzen. Weitere Kapitel befassen sich mit den Werbebudgets, dem Marketingcontrolling und mit der Zusammenarbeit mit professionellen Marketingdienstleistern durch Anwaltskanzleien. Da eine sinnvolle Unternehmenskommunikation nur moglich ist, wenn die Bedurfnisse der Zielgruppe bekannt sind, behandelt ein weiteres Kapitel zudem die Frage, worauf Rechtsuchende bei der Anwaltssuche besonders achten und reagieren. Die gewonnenen Erkenntnisse beruhen auf der Befragung von mehr als 700 Rechtsanwaltinnen und Rechtsanwalten.


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Product Details
  • ISBN-13: 9783848773671
  • Publisher: Nomos Verlagsgesellschaft
  • Publisher Imprint: Nomos Verlagsgesellschaft
  • Language: German
  • Sub Title: Eine Empirische Untersuchung Zur Unternehmenskommunikation Von Anwaltskanzleien
  • ISBN-10: 3848773678
  • Publisher Date: 08 Mar 2012
  • Binding: Paperback
  • Returnable: N
  • Weight: 2397 gr


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