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Dienstleistungsmarketing, Kommunikationspolitik und Tourismus

Dienstleistungsmarketing, Kommunikationspolitik und Tourismus

          
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About the Book

Dienstleistungsmarketing zeichnet sich im Vergleich zum Sachgütermarketing durch einige spezifische Besonderheiten aus, die ursächlich aus dem Charakter von Dienstleistungen resultieren, namentlich der Potenzial-, Prozess- und Ergebnisorientierung. Die Kombination der spezifischen Leistungsfähigkeit des Anbieters mit der zwingenden Integration eines externen Faktors, also des Kunden oder eines ihm gehörenden Gutes, und der Immaterialität des Ergebnisses bewirkt im Dienstleistungsmarketing eine vergleichsweise überdurchschnittliche Komplexität. Neben einigen einführenden Beiträgen in die Thematik behandelt dieser Sammelband insbesondere zwei Schwerpunkte, nämlich einerseits die Kommunikationspolitik und andererseits den Tourismus. Das Interesse an der Kommunikationspolitik erklärt sich aus der herausragenden Bedeutung der Kommunikation im Marketing-Mix des Dienstleistungsmarketings. Denn aufgrund der Integration des externen Faktors als zwingender Voraussetzung für das Zustandekommen der Dienstleistung besteht eine direkte Beziehung zwischen dem Unternehmen, vertreten durch die Mitarbeiter mit Kundenkontakt, und den Kunden selbst. Im Tourismus bestimmt die Zusammenarbeit einer Vielzahl unterschiedlichster Akteure, die sich nicht allein in ihrer jeweiligen Aufgabe unterscheiden, sondern durchaus auch in ihrem Formalziel unterscheiden, den Erfolg des Einzelnen. Denn wie in kaum einem anderen Teil des Dienstleistungssektors agieren und interagieren im Tourismusbereich nicht nur gewinnorientierte Unternehmen, Nonprofit-Organisationen und Unternehmen in öffentlich-rechtlicher Trägerschaft, sondern auch lokale Gebietskörperschaften können unmittelbar aktiv werden.


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Product Details
  • ISBN-13: 9783867417341
  • Publisher: Europ Ischer Hochschulverlag Gmbh & Co. Kg
  • Publisher Imprint: Europ Ischer Hochschulverlag Gmbh & Co. Kg
  • Height: 229 mm
  • No of Pages: 586
  • Series Title: German
  • Weight: 1024 gr
  • ISBN-10: 3867417342
  • Publisher Date: 24 Aug 2011
  • Binding: Hardback
  • Language: German
  • Returnable: N
  • Spine Width: 37 mm
  • Width: 152 mm


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Dienstleistungsmarketing, Kommunikationspolitik und Tourismus
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