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Implementierung regionaler Produkte in eine Dachmarke als Marketingstrategie im Kulturtourismus - dargestellt am Beispiel von Culture & Castles e.V.

Implementierung regionaler Produkte in eine Dachmarke als Marketingstrategie im Kulturtourismus - dargestellt am Beispiel von Culture & Castles e.V.

          
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About the Book

Diplomarbeit aus dem Jahr 2005 im Fachbereich Tourismus - Sonstiges, Note: 1,15, International School of Management, Standort Dortmund, Sprache: Deutsch, Abstract: Die dieser Arbeit zugrunde liegende Fragestellung, wie in einem Unternehmen eine Struktur geschaffen werden kann, in die zu späteren Zeitpunkten weitere Produkte integriert werden können, ist nicht nur für Culture & Castles e.V. von Bedeutung, sondern für alle Unternehmen, die auf Wachstum ausgerichtet sind und dabei kein 'Flickwerk' präsentieren wollen sondern eine organische Einheit. Culture & Castles e.V. befand sich zum Zeitpunkt der Erstellung dieser Arbeit in einer solchen Wachstumsphase. Ziel war es deshalb ein anwendungsorientiertes und umsetzungsfreundliches Konzept zu erarbeiten: Einfachheit und Klarheit in der Struktur der entworfenen Dachmarke für den Verein erhielten höchste Priorität. Die vorliegende Arbeit entwickelt sich von den theoretischen Darstellungen in den ersten Kapiteln hin zu den immer praxisbezogeneren Darstellungen. Einen Einstieg in die Thematik stellen die Definitionen relevanter Begriffe und die im Verlaufe der Arbeit verwendeten Interpretation dieser Begriffe dar, gefolgt von einer detaillierten Vorstellung des Vereins und seines Profils. Vorraussetzung für die Umsetzung einer Strategie ist die Akzeptanz derselben, deshalb werden die Vorteile der gewählten Dachmarkenstrategie erläutert und dabei die Motive der verschiedenen Akteure und Stakeholder des Vereins berücksichtigt. Zum Abschluss der Arbeit werden die gewonnenen Erkenntnisse am Beispiel einer möglichen Umgestaltung des Internetauftritts dargestellt und ein Fazit gezogen, welches die Ergebnisse der Arbeit bewertet und in deren Verlauf aufgetretene weiterführende Fragestellungen nennt.


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Product Details
  • ISBN-13: 9783638853965
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Width: 148 mm
  • ISBN-10: 3638853969
  • Publisher Date: 15 Nov 2007
  • Height: 210 mm
  • No of Pages: 138
  • Series Title: German
  • Weight: 190 gr


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