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Erfolgreiches Marketing für soziale Einrichtungen: Stakeholdermanagement im sozialrechtlichen Dreieck

Erfolgreiches Marketing für soziale Einrichtungen: Stakeholdermanagement im sozialrechtlichen Dreieck

          
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About the Book

Das Konstrukt des sozialrechtlichen Dreiecks, welches sich daraus ergibt, dass der Staatsapparat soziale Dienstleistungen finanziert, welche bestimmte Menschen oder die Allgemeinheit empfangen, stellt Marketing vor besondere Aufgaben. Auch ideelle Werte und die gleichzeitige wirtschaftliche Notwendigkeit von Nonprofit-Organisationen tragen dazu bei, dass Marketing an die Besonderheiten der Sozialwirtschaft angepasst werden muss. Marketing bewegt sich damit zwischen den unterschiedlichen Zielen der Nonprofit-Organisationen und den Bedürfnissen staatlicher Geldgeber, direkter Leistungsempfänger und derjenigen, die in Nonprofit-Organisationen beschäftigt sind. Das vorliegende Buch verbindet die Bereiche Marketing und Sozialwirtschaft und setzt sich insbesondere mit Nonprofit-Organisationen, die sich auf staatlich finanzierte soziale Dienstleistungen spezialisiert haben, auseinander. Dabei werden die Soziale Arbeit hinsichtlich ihrer Art und Einordnung zwischen Staat und Lebenswelt, staatliche Geldgeber hinsichtlich ihrer lokalen Verortung und Non-Profit-Organisationen hinsichtlich ihrer Unternehmensstärke und verschiedenen Geldgeber untersucht. Auf diese Weise sollen innerhalb des strategischen und operativen Marketings möglichst konkrete Zielrichtungen, Strategien und Taktiken entwickeln werden, um schließlich die allgemeine Umsetzbarkeit von Marketing und dessen Wirksamkeit bei Nonprofit-Organisationen im sozialrechtlichen Dreieck verdeutlichen zu können. Insgesamt leistet die Studie einen Beitrag zur Professionalisierung Sozialer Arbeit und soll Nonprofit-Organisationen, die innerhalb des sozialrechtlichen Dreiecks operieren, als Marketingleitfaden dienen.
About the Author: Leif Lüpertz, M. A., absolvierte eine Berufsausbildung zum Werbekaufmann und studierte anschließend Sozialmanagement an der Hochschule Niederrhein in Mönchengladbach. Beruflich begleitete und betreute er sowohl bei Nonprofit-Organisationen und Wohlfahrtsverbänden als auch bei Behörden soziale Projekte. Derzeit arbeitet er als Projektleiter und wissenschaftlicher Mitarbeiter im betriebswirtschaftlichen Stadtteilmanagement mit dem Schwerpunkt Crossmarketing. Zudem engagiert er sich ehrenamtlich in einem Verein der freien Wohlfahrtspflege und der Sozialpolitik. Seine multidisziplinäre Ausbildung und Erfahrung in den Feldern Marketing/Kommunikation und Sozialwirtschaft motivierten den Autor, sich der Thematik des vorliegenden Buches zu widmen.


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Product Details
  • ISBN-13: 9783842879089
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Weight: 145 gr
  • ISBN-10: 3842879083
  • Publisher Date: 10 Apr 2012
  • Height: 210 mm
  • No of Pages: 112
  • Series Title: German
  • Sub Title: Stakeholdermanagement im sozialrechtlichen Dreieck
  • Width: 148 mm


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Erfolgreiches Marketing für soziale Einrichtungen: Stakeholdermanagement im sozialrechtlichen Dreieck
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Erfolgreiches Marketing für soziale Einrichtungen: Stakeholdermanagement im sozialrechtlichen Dreieck
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