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Entwicklung eines ökologieorientierten Marketing Managements

Entwicklung eines ökologieorientierten Marketing Managements


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About the Book

Inhaltsangabe: Inhaltsverzeichnis: Inhaltsverzeichnis: 1.EINFÜHRUNG UND AUFBAU DER ARBEIT1 2.DEFINITIONEN UND ABGRENZUNG DER ZENTRALEN BEGRIFFE3 3.GRUNDLAGEN DER ÖKOLOGIEORIENTIERTEN UNTERNEHMENSFÜHRUNG5 3.1DIE NOTWENDIGKEIT UMWELTSCHUTZORIENTTERTEN UNTERNERNEHMERVERHALTENS5 3.2BEZUGSRAHMEN FÜR EIN INTEGRIERTES UMWELTMANAGEMENT6 4.ENTWICKLUNGEN IM MARKETING10 4.1NEGATIVWIRKUNGEN DES KOMMERZIELLEN MARKETING10 4.2NEUE KONZEPTIONEN DES MARKETING12 4.2.1Social und Generic Marketing13 4.2.2Human Concept of Marketing und Strategic Societal Marketing13 5.ANALYSE DER MARKETINGUMWELT16 5.1DIE MAKROUMWELT DER UNTERNEHMUNG16 5.1.1Die ökonomische und demographische Umwelt17 5.1.2Die technologische Umwelt18 5.1.3Die politisch-rechtliche Umwelt20 5.1.3.1Ziele und Grundprinzipien der Umweltpolitik20 5.1.3.2Das umweltpolitische Instrumentarium22 5.1.4Die natürliche Umwelt23 5.1.4.1Verknappung der verfiigbaren Ressourcen24 5.1.4.2Belastung der Umweltmedien25 5.1.4.2.1Luftverschmutzung25 5.1.4.2.2Wasserverschmutzung26 5.1.4.2.3Kontamination des Bodens26 5.1.4.3Die Abfälle27 5.1.5Die sozio-kulturelle Umwelt28 5.1.5.1Wertewandel und Umweltbewußtsein28 5.1.5.2Die gesellschaftlichen Anspruchsgruppen32 5.2DIE MICROUMWELT DER UNTERNEHMUNG35 5.2.1Das Konsumentenverhalten35 5.2.2Die Marktmittler40 5.2.3Die Konkurrenten42 5.2.4Die Lieferanten45 5.2.5Ersatzprodukte45 6.DIE ENTWICKLUNG VON ÖKOLOGIEORIENTIERTEN STRATEGIEN47 6.1DAS NORMATIVE SYSTEM DER UNTERNEHMUNG48 6.1.1Die Unternehmensphilosophie48 6.1.2Die Unternehmenskultur50 6.2BESTIMMUNG DER STRATEGISCHEN AUSGANGSLAGE51 6.2.1Die Unternehmensanalyse51 6.2.2Die Umweltanalyse51 6.2.3Die Unternehmensziele53 6.2.4Ökologieorientierte Marketingstrategien57 6.2.4.1Basisstrategien57 6.2.4.2Instrumente ökologieorientierter Strategieplanung60 7.ÖKOLOGIEORIENTIERTES MARKETINGMlX66 7.1PRODUKTPOSITIONIERUNG66 7.2PRODUKTPOLITIK67 7.2.1Das ökologische Produkt 67 7.2.2Produktgestaltung72 7.2.3Verpackungspoli


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Product Details
  • ISBN-13: 9783838634715
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Width: 148 mm
  • ISBN-10: 3838634713
  • Publisher Date: 02 May 2001
  • Height: 210 mm
  • No of Pages: 140
  • Series Title: German
  • Weight: 245 gr


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