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Aktienmarketing in Deutschen Publikumsgesellschaften

Aktienmarketing in Deutschen Publikumsgesellschaften

          
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About the Book

Auch durch die zunehmende Intemationalisierung der Aktivitaten deutscher GroBuntemeh- men sehen sich diese wachsenden Risiken gegenuber. Damit erhaIt ihre Eigenkapitalausstattung als Risikotrager mehr und mehr Gewicht. Gleich- zeitig ist es in den achtziger Jahren zur GlobalisielUng der Finanzmarkte gekommen, die das Interesse in-und auslandischer Anleger an den Aktien deutscher Gesellschaften verstarkt hat. AusdlUCk dafUr ist unter anderem die heutige Bedeutung des Investmentbanklng, von Rating- Agenturen, deren EinfuhlUng gerade derLcit in der Bundesrepublik diskutiert wird, und auch der Auf-und Ausbau von Investor Relations-Abteilungen in den groBen deutschen Publikus- gesellschaften. Die Beziehungspflege zu den Anteilseignem durch Investor Relations-Abteilungen hat in den USA eine sehr viel Iangere Tradition als in Deutschland. Bei uns hat sich erst Hartmann (1968) wissenschaftlich mit der Finanzkommunikation gegenuber den Aktionaren befaBt. Wenn Link diese Untersuchung heute aufgrcift, so tut er dies nieht auf die Kommunikation beschrankt, sondem im Rahmen eines umfassenden Marketing-Ansatzes. Abgesehen von ei- nigen vorbereitenden Aufsatzen zu diesem Thema von mir betlitt er damit volliges Neuland. Gleichzeitig hat ein Finanzmarketing-Ansatz, hier bezogen auf einen Ausschnitt, namlich den Aktienmarkt groBer deutscher Publikumsgesellschaften, hohe Aktualitat in der Praxis. Mit dem Ziel, die Besonderheiten des Aktienmarketing im Vergleich zum Gutermarketing durch Erarbeitung eines strategischen Handlungsrahmens und des fimUlzpolitischen InstlUmentali- ums herauszustellen, hat er sich vorgenommen, eine sowohl unter wissenschaftlichen a1s auch praktischen Aspekten wichtige Lucke in der Literatur zu schlieBen. Dieser Versuch er- scheint mir gelungen.


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Product Details
  • ISBN-13: 9783409136570
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Edition: 1991 ed.
  • Language: German
  • Returnable: N
  • Spine Width: 24 mm
  • Width: 170 mm
  • ISBN-10: 3409136576
  • Publisher Date: 01 Jan 1991
  • Binding: Paperback
  • Height: 244 mm
  • No of Pages: 434
  • Series Title: Schriftenreihe Des Instituts Für Kredit- Und Finanzwirtschaf
  • Weight: 729 gr


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