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Marketing und Ethik

Marketing und Ethik

          
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About the Book

Studienarbeit aus dem Jahr 2010 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, FOM Hochschule für Oekonomie und Management gemeinnützige GmbH, Hochschulstudienzentrum Hamburg, Sprache: Deutsch, Abstract: Werte, Moral und Ethik sind wichtige Grundlagen einer Gesellschaft und Kultur. Es gibt mit Grundgesetzen und Verfassungen Möglichkeiten, einige dieser Grundlagen in Worte zu fassen und damit sichtbar zu machen. Aber darüber hinaus gibt es viele ethische Aspekte, die, obwohl ungeschrieben, auch oder sogar ganz besonders in die Wirtschaft und damit auch in das Marketing hineinreichen. In Zeiten von Globalisierung und dem Zusammenwachsen der Kulturen über Sprach- und Landesgrenzen hinaus, anspruchsvoller und schneller werdenden Geschäftstätigkeiten, Kunden die sich als unabhängig, kritisch und individuell betrachten und einer immer leichteren Informationsverfügbarkeit, kommt es zu einer komplexen und teilweise undurchsichtigen Gemengelage aus Werten, Sitten, Gebräuche verbunden mit religiösen Vorstellungen. Viele moralische Fragestellungen können dabei aber "nicht mehr aus traditionellen Beständen von Normen und Überzeugungen beantwortet werden". Hinzu kommt, dass "Konsumenten immer mehr Wert auf moralische - d.h. den herrschenden Wertvorstellungen entsprechenden - Marketinghandlungen legen", da die "Welt von globalen Krisen gezeichnet ist". Unternehmen sind aus Sicht der Verbraucher mitverantwortlich für diese Krisen. So stellt sich für Unternehmen die Herausforderung, typische Zielgrößen wie Rentabilität, Wachstum und Zukunftssicherung und die sich daraus ergebenden Handlungen in Einklang mit den komplexen Erwartungen der Konsumenten zu bringen. Unter der Berücksichtigung des Umfangs dieser Arbeit auf der einen und der Komplexität und der Vielzahl der Ansätze auf der anderen Seite, verfolgt diese Arbeit in erster Linie das Ziel, ethische Dimensionen in Teilbereichen des Marketings aufzuzeigen. In der folgenden Arbeit werden hierzu die Begrif


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Product Details
  • ISBN-13: 9783656206125
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3656206120
  • Publisher Date: 15 Jun 2012
  • Height: 210 mm
  • No of Pages: 52
  • Series Title: German
  • Weight: 82 gr


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