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Entwicklung einer marktorientierten Unternehmenskultur durch internes Marketing

Entwicklung einer marktorientierten Unternehmenskultur durch internes Marketing


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About the Book

Studienarbeit aus dem Jahr 2003 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Universität zu Köln (Seminar für allgemeine Betriebswirtschaftslehre, Marktforschung und Marketing), Veranstaltung: Die Implementierung der Marktorientierung im Unternehmen: Ausgewählte Probleme und Lösungsansätze, Sprache: Deutsch, Abstract: Die Entwicklung einer marktorientierten Unternehmenskultur durch internes Marketing: Möglichkeiten und Grenzen Wie kann man eine Kultur in einer Organisation entstehen lassen, die sowohl an den Bedürfnissen des Marktes wie auch an individualpsychologischen Aspekten der Mitarbeiter orientiert ist? Wie ist es hierbei mit Hilfe der Instrumente des internen Marketings zu bewerkstelligen, eine Unternehmenskultur marktorientiert zu gestalten und wo können Probleme auftauchen? Die Analyse und weitere Differenzierung dieser Fragen stellt das Untersuchungsziel dieser Hausarbeit dar. Im Rahmen des internen Marketings geht es vor allem um die kunden- und serviceorientierte Denkhaltung des Personals, da die Produkte oder Dienstleistungen immer homogener werden und die Unternehmen sich somit von der Konkurrenz durch Ausschöpfung ihres teuren Produktionsfaktors Mensch abheben müssen. Hierzu gibt es verschiedenartige Instrumente und Möglichkeiten, die in dieser Arbeit unter den drei Kategorien Personalmanagement, Kommunikation und Anreizsysteme erläutert werden. Innerhalb dieser Kategorien werden sodann diejenigen Instrumente einer genaueren Analyse unterzogen, mit deren Hilfe man Einfluss auf die Kulturelemente - Werte, Normen, Artefakte und daraus resultierende Verhaltensweisen - in Richtung Marktorientierung nehmen kann.


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Product Details
  • ISBN-13: 9783640500307
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Weight: 141 gr
  • ISBN-10: 364050030X
  • Publisher Date: 28 Dec 2009
  • Height: 210 mm
  • No of Pages: 60
  • Series Title: German
  • Sub Title: Möglichkeiten und Grenzen
  • Width: 148 mm


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Entwicklung einer marktorientierten Unternehmenskultur durch internes Marketing
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