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Grüne Unternehmen

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About the Book

'Let's get radical. Let's change the world. Let's become real marketers. If we always do what we've always done, we'll always get what we've always gotten' (Rothschild, Michael). Die vorliegende Studie beschäftigt sich ausführlich mit der theoretischen und praktischen Umsetzung einer Marketingkonzeption in einem NPU und stellt infolgedessen einen regelmäßigen Vergleich zwischen gewerblichen und gemeinnützigen Zielsetzungen auf. Dabei wurden im weiteren Verlauf ein internes und ein externes Marketingkonzept entwickelt, welche innerhalb der Organisation unterschiedliche Anforderungen erfüllen müssen. Das interne Marketingkonzept unterstützt das Unternehmen bei der qualitativen Verbesserung seiner Ausbildungs- und Theorieinhalte durch die Einführung alternativer Techniken und Methoden sowie bei der Umsetzung nachhaltiger Unternehmensziele. Das externe Marketingkonzept stellt eine besondere Herausforderung dar. Durch die Gründung einer Integrationsfirma und dem Verkauf marktfähiger Produkte kann das Unternehmen auf ideale Weise seine Mission hinsichtlich neuer Anspruchsgruppen erweitern und - den Handlungsrahmen seiner Unternehmensphilosophie nutzend - zusätzliche Einnahmequellen generieren. Die erfolgreiche Umsetzung beider Marketingkonzeptionen spiegelt sich in der internen Implementierung der geplanten Marketingaktivitäten wider. Durch die bewusste Kombination beider Ansätze entstehen völlig neue Perspektiven: Ökonomie und Mission stehen nicht in Widerspruch zueinander oder nähern einander an, sondern sie bilden einen wichtigen Verbund, der sich gegenseitig zum ganzheitlichen Erfolg bedingt.
About the Author: Sandra Borat, Diplom-Betriebswirtin (BA) und Master of Arts, wurde 1979 in Aschersleben geboren. Ihr zweites Studium des Master Managements mit dem Schwerpunkt Marketing schloss die Autorin 2011 erfolgreich ab. Bereits während ihres ersten Studiums erkannte die Autorin ihre berufliche Leidenschaft zum Marketing und sammelte unter anderem als Geschäftsführerin eines mittelständischen Floristikunternehmens umfassende praktische Erfahrungen in dieser Branche. Ihre Tätigkeit motivierte sie, sich diesem Gebiet in Form vorliegender Konzeption zu widmen.


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Product Details
  • ISBN-13: 9783842870420
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 286 gr
  • ISBN-10: 3842870426
  • Publisher Date: 12 Jun 2014
  • Height: 254 mm
  • No of Pages: 128
  • Series Title: German
  • Sub Title: Marketing in Nonprofitunternehmen
  • Width: 178 mm


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