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Marketingkonzepte in Nonprofit-Unternehmen am Beispiel eines Färbergartens

Marketingkonzepte in Nonprofit-Unternehmen am Beispiel eines Färbergartens

          
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About the Book

Masterarbeit aus dem Jahr 2011 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,0, Wissenschaftliche Hochschule Lahr, Sprache: Deutsch, Abstract: "As the society moves beyond the stage, where shortages of food, clothing, and shelter are the main problems, it begins to organize to meet other social needs that formerly had been put aside." Nonprofit-Unternehmen (NPU) spielen nicht nur im sozialen und kulturellen Leben eine wichtige Rolle. Als Repräsentanten im Bildungs- und Erzie-hungsbereich, im Gesundheitswesen, Kultur- und Erholungsbereich stellen sie ein unmittelbares Bindeglied zwischen Staat und Wirtschaft dar. In diesem besonderen Spannungsfeld angesiedelt, unterliegen viele NPUs im Zuge knapper werdender finanzieller Ressourcen einem zunehmenden ökonomischen Legitimationsdruck. Längst sind die Zeiten vorbei, als be-triebswirtschaftliche Methoden der Unternehmensführung von gemein-nützigen Organisationen vehement abgelehnt wurden. Gestiegene Erwartungen an die Managementebene und von der allgemeinen Öffentlichkeit, aber auch eine zunehmende Intransparenz der Märkte, erfordern auch von NPUs ein konsequentes betriebswirtschaftliches Management, um Unter-nehmenserfolg zu realisieren. Ein Schlüssel zur Erreichung dieser Ziele begründet sich in der Erarbeitung eines tragfähigen Marketingkonzeptes, da Bedürfnisse des Zielmarktes schnell erkannt und effizient bearbeitet werden können. Dennoch erweist sich die Gestaltung einer individuellen Marketingkonzeption in diesem Sektor teilweise komplexer als im kommerziellen Bereich. Normativ besteht die grundlegende Aufgabe von NPUs darin, die Erfüllung gemeinwirtschaftlicher Ziele sicherzustellen, während in kommerziell ausgerichteten Unternehmen das Formalziel - die Gewinnmaximierung - dominiert. Somit gehört zu einer erfolgreichen Marketingkonzeptionierung innerhalb der Nonprofit-Branche grundsätzlich die Reflexion des Ziel-Mittel-Zusammenhangs, um zu verhindern, dass durch den Einsatz von Marketin


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Product Details
  • ISBN-13: 9783656156864
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Width: 148 mm
  • ISBN-10: 3656156867
  • Publisher Date: 27 Mar 2012
  • Height: 210 mm
  • No of Pages: 132
  • Series Title: German
  • Weight: 181 gr


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