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Markenmana​gement am Beispiel der Berliner Aids-Hilfe. Qualitativ​e Analyse der Markeniden​tität

Markenmana​gement am Beispiel der Berliner Aids-Hilfe. Qualitativ​e Analyse der Markeniden​tität

          
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About the Book

Masterarbeit aus dem Jahr 2014 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, Beuth Hochschule für Technik Berlin (FB 1: Wirtschafts- und Gesellschaftswissenschaften), Veranstaltung: Social Marketing, Sprache: Deutsch, Abstract: In den vergangenen 30 Jahren hat sich das Bild von HIV/Aids in Deutschland stark verändert. Von der, wie der Spiegel 1983 titelte, "Homosexuellen Seuche"1 AIDS hin zu der chronischen Krankheit HIV, die zwar nicht heilbar, aber gut behandelbar ist. Recht früh hatte sich der New Public Health Ansatz in der HIV Prävention durchgesetzt, in dessen Zentrum das Leitmotiv steht: "Wie organisieren wir möglichst schnell, möglichst bevölkerungsweit und möglichst zeitstabil gesellschaftliche Lernprozesse, mit denen sich Individuen, soziale Gruppen, Institutionen und die gesamte Gesellschaft maximal präventiv und ohne Diskriminierung der Betroffenen auf ein Leben mit dem bis auf Weiteres unausrottbaren Virus einstellen können?". Um einen geeigneten Rahmen für die vorliegende Arbeit zu setzen, liegt der Fokus auf der Berliner Aids-Hilfe (BAH) als größtem Akteur unter den freien Trägern in Berlin. In der Arbeit der BAH ist nicht allein zu berücksichtigen, dass sich das tatsächliche Bild von HIV/Aids verändert hat, sondern auch die Aufgaben und der Anspruch der BAH. Ein zentrales Problem der Arbeit der BAH besteht darin, dass durch die unterschiedlichen Vorstellungsbilder zu HIV/Aids in der Bevölkerung auch unterschiedliche Vorstellungsbilder zur BAH in der Berliner Bevölkerung und in den verschiedenen Zielgruppen verankert sind. Der New Public Health Ansatz wird in der vorliegenden Arbeit als eine Form des Social Marketings verstanden, das darauf abzielt, spezifischen Zielgruppen neue Handlungsweisen nachhaltig zu vermitteln. Da Social Marketing im Gesamten keinen vom Umfang her geeigneten Rahmen schafft, soll die Bedeutung von Marken, als Vorstellungsbilder eines Produktes, im Fokus der Betrachtun


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Product Details
  • ISBN-13: 9783656759539
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Width: 148 mm
  • ISBN-10: 3656759537
  • Publisher Date: 10 Oct 2014
  • Height: 210 mm
  • No of Pages: 132
  • Series Title: German
  • Weight: 181 gr


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