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Public Marketing. Public Innovation.

Public Marketing. Public Innovation.


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About the Book

Standortvermarktung war bis vor der letzten Jahrtausendwende aus Ressourcengründen vornehmlich grösseren Standorten vorenthalten. Die Erkenntnis, den eigenen Standort im umkämpften Wettbewerb gut zu positionieren und zu vermarkten, ist mittlerweile auch bei kleineren Regionen und Gemeinden angelangt. Die Vermarktungsmechanismen für kleinere Standorte sind jedoch im Gegensatz zu jenen von Metropolitan-Regionen oder Nationen unterschiedlich. Unternehmen evaluieren heute nach anderen Gesichtspunkten neue Standorte, als sie dies noch vor zehn oder zwanzig Jahren taten. Die rasante Verbreitung des Internets und die damit verbundenen Applikationen tun ein weiteres dazu, dass sich die Kommunikationsregeln innerhalb der letzten Jahre verändert haben. Dazu kommt der Innovationsdruck im öffentlichen Umfeld. Innovationen sind ein noch stark vernachlässigtes Feld in der zeitgemässen Standortvermarktung, denn über Produkt-, Dienstleistungs- oder Prozessinnovationen lassen sich Standorte besser und klarer im Wettbewerb positionieren. Der vorliegende Praxisleitfaden vermittelt wertvolle Tipps, wie Regionen und Gemeinden heute ein gelungenes Standortmarketing aufbauen und betreiben können. Ein besonderes Augenmerk wird dabei auf den Einsatz von elektronischen und sozialen Medien gelegt. Zu guter Letzt wird ausführlich beschrieben, wie sich Standorte über einen kreativen Innovationsprozess Wettbewerbsvorteile erarbeiten können.
About the Author: Markus Müller wurde 1965 geboren und wuchs im Schweizer Mittelland auf. Nach einem betriebswirtschaftlichen Studium arbeitete Müller für verschiedene renommierte Unternehmen. Die jahrelange leistungssportliche Betätigung beeinflusst seine Arbeit in der Wirtschaft immer wieder, so stellt der Autor regelmässig Vergleiche zwischen Hochleistungssport und Wirtschaft und transferiert im Sport erfolgreiche Modelle in den Unternehmensalltag.


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Product Details
  • ISBN-13: 9783849576288
  • Publisher: Tredition Gmbh
  • Publisher Imprint: Tredition Gmbh
  • Height: 229 mm
  • No of Pages: 172
  • Series Title: German
  • Weight: 449 gr
  • ISBN-10: 3849576280
  • Publisher Date: 12 Feb 2014
  • Binding: Hardback
  • Language: German
  • Returnable: N
  • Spine Width: 11 mm
  • Width: 152 mm


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