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Markenpositionierung für NGOs

Markenpositionierung für NGOs

          
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About the Book

Die Anzahl der so genannten NGOs oder NPOs ist stetig im Wachsen begriffen. Das Anliegen dieser Institutionen muss in derselben Öffentlichkeit Durchsetzung finden, in der Markenartikler ihre Produkte und Händler ihre Angebote platzieren. Zielsetzung dieser Arbeit ist es, die Wichtigkeit einer klaren Positionierung für NGOs aufzuzeigen. Anhand des Vereins Autonomer Österreichischer Frauenhäuser werden im theoretischen Teil der Arbeit Kommunikationsrichtlinien und besondere Einflussfaktoren für die Kommunikation des Vereins AÖF aufgezeigt. Die Entstehung, Bedeutung und Positionierung einer Marke wird ebenso behandelt wie die verschiedenen Markenstrategien. In der empirischen Untersuchung wird anhand von Leitfadeninterviews die Einstellung der MitarbeiterInnen des Vereins AÖF zu Kommunikation für NGOs im Allgemeinen und zum Verein AÖF im Besonderen hinterfragt. Zielsetzung ist es herauszufinden, ob sich die MitarbeiterInnen mit einer Dachmarkenpositionierung des Vereins AÖF identifizieren können, oder ob sie einer Einzelmarkenpositionierung der Teilbereiche des Vereins AÖF den Vorzug geben würden.


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Product Details
  • ISBN-13: 9783639843910
  • Publisher: AV Akademikerverlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 152 mm
  • ISBN-10: 3639843916
  • Publisher Date: 07 May 2015
  • Height: 229 mm
  • No of Pages: 96
  • Series Title: German
  • Weight: 150 gr


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