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Einfluss von Cause-related Marketing auf den Unternehmenserfolg

Einfluss von Cause-related Marketing auf den Unternehmenserfolg

          
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About the Book

"Die einzige soziale Verantwortung von Unternehmen liegt darin, ihre eigenen Gewinne zu steigern". Diese Ansicht vertrat Nobelpreisträger Milton Friedman noch im Jahre 1970. Aktuellere Analysen zeigen jedoch, dass der weltweite Druck auf Unternehmen, soziale und ökologische Verantwortung zu übernehmen, stetig zunimmt. Daraufhin entwickelten Marketing-Experten in den USA vor knapp 30 Jahren eine Strategie, die eine Verknüpfung der sozialen Verantwortung von Unternehmen mit deren profitorientierten Zielen darstellt. Dieses als Cause-related Marketing (CrM) bekannt gewordene Marketing-Instrument gewann seitdem immer mehr an Bedeutung. In Deutschland ist diese Strategie allerdings erst innerhalb der letzten Jahre immer häufiger aufgetreten. Es soll die Frage geklärt werden, ob es Unternehmen möglich ist, mit CrM das Unternehmensergebnis zu verbessern. Diese Hypothese soll mit Hilfe einer empirischen Untersuchung in Form eines Szenario-Experiments geprüft werden. Zunächst werden die Grundlagen dieses Konzepts dargestellt. Anschließend erfolgt die Vorstellung des Szenario-Experiments, das dazu dient, die theoretisch hergeleiteten Grundlagen empirisch zu prüfen. Im Rahmen dieses Experiments werden fünf Gruppen befragt, wobei jeweils unterschiedliche Dimensionen untersucht werden.


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Product Details
  • ISBN-13: 9783639434750
  • Publisher: AV Akademikerverlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 152 mm
  • ISBN-10: 3639434757
  • Publisher Date: 07 Aug 2012
  • Height: 229 mm
  • No of Pages: 92
  • Series Title: German
  • Weight: 149 gr


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