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Internes Marketing als Stärkung der Unternehmensidentität
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ISBN10: 6209254446
ISBN13: 9786209254444
Publisher: Verlag Unser Wissen
Published: Nov 21 2025
Pages: 80
Weight: 0.26
Height: 0.19 Width: 6.00 Depth: 9.00
Language: German
ISBN13: 9786209254444
Publisher: Verlag Unser Wissen
Published: Nov 21 2025
Pages: 80
Weight: 0.26
Height: 0.19 Width: 6.00 Depth: 9.00
Language: German
In einem Kontext der Globalisierung, in dem der Wettbewerb die Geschäftswelt beherrscht, ist es für Unternehmen wichtig, Strategien zu entwickeln, mit denen sie sich von ihren Mitbewerbern abheben und Wettbewerbsvorteile erzielen können. Ziel der vorliegenden Studie ist es daher, die Wirksamkeit und Effizienz des internen Marketings für die Unternehmensidentität durch die Analyse des Verhaltens der Mitarbeiter zu untersuchen und aufzuzeigen. Die Subjektivität des Themas und die Notwendigkeit von Studien in diesem Bereich, insbesondere in Portugal, führten zur Wahl eines qualitativen Ansatzes explorativer Art unter Verwendung von Interviews, die durch sekundäre Quellen ergänzt wurden. Daher wurde versucht, diese Studie in einem Dienstleistungsunternehmen durchzuführen, das zu einer bedeutenden Unternehmensgruppe im Norden des Landes gehört. Aus den wichtigsten Schlussfolgerungen der Untersuchung geht klar hervor, dass internes Marketing ein wirkungsvolles Instrument zur Beeinflussung des Verhaltens der Mitarbeiter ist und somit zur Stärkung der Unternehmensidentität beiträgt. Die Ergebnisse liefern auch einige strategische Anhaltspunkte für die Unternehmensführung, insbesondere für Führungskräfte.
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