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Diversität in Marketing & Sales: Best Practices Von Agenturen, Beratungen Und Unternehmen

Diversität in Marketing & Sales: Best Practices Von Agenturen, Beratungen Und Unternehmen

          
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About the Book

Diversität ist mittlerweile und auch zukünftig ein starkes Marketing- und Sales-Instrument. Diversität - im Sinne von Vielfalt - in Marketing und Vertrieb macht Marken und Menschen, Teams und Unternehmen deutlich produktiver, profitabler und auch innovativer. Vorrangig geht es um das Schaffen eines wertschätzenden und motivierenden Miteinanders im wirtschaftlichen Kontext durch die Inklusion von Mitarbeiter: innen verschiedenster Facetten. Im Zentrum steht, Ressentiments abzubauen und eine Gesellschaft und Wirtschaft zu schaffen, die gerade durch diese Inklusion über sich hinauswachsen kann und wird. Vor einem marktwirtschaftlichen Hintergrund sollen zum einen potenzielle Mitarbeiter: innen durch das Beachten und Wertschätzen deren vielfältiger Hintergründe und Lebensläufe gewonnen und gehalten werden. Zum anderen sollen Marketing- und Vertriebszielgruppen angesprochen werden, die sich bislang im Rahmen von Markenkommunikation nicht adäquat adressiert oder sogar ausgeschlossen fühlten. Die Ansprache, Anerkennung und Wertschätzung heterogener Zielgruppen stellt eine neuartige und zugleich zukunftsträchtige Option im Rahmen des Gewinnens und Bindens von (potenziellen) Kund: innen und Mitarbeiter: innen dar. Das Ziel dieses Buchs ist es daher, Einblicke in den bezüglich Inhalt und Tonalität zielgruppenadäquaten Umgang mit dem Thema Vielfalt im Rahmen von Marketing, PR, Kommunikation und Vertrieb zu geben.
Die Bedeutung, Entwicklung und Berücksichtigung der Themen Diversität und insb. Gender werden in diesem Buch anhand von Best-Practice-Beispielen aus der Erfahrung und Perspektive von Agenturen, Beratungen und Unternehmen dargestellt.


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Product Details
  • ISBN-13: 9783658373573
  • Publisher: Springer Fachmedien Wiesbaden
  • Publisher Imprint: Springer Gabler
  • Height: 244 mm
  • No of Pages: 270
  • Spine Width: 15 mm
  • Weight: 462 gr
  • ISBN-10: 3658373571
  • Publisher Date: 26 Jan 2023
  • Binding: Paperback
  • Language: German
  • Returnable: Y
  • Sub Title: Best Practices Von Agenturen, Beratungen Und Unternehmen
  • Width: 170 mm


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