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Marketing gestern - heute - morgen und seine Bedeutung für Nonprofit-Organisationen
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ISBN10: 3842881657
ISBN13: 9783842881655
Publisher: Diplomica Verlag
Published: Jul 3 2012
Pages: 76
Weight: 0.22
Height: 0.16 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783842881655
Publisher: Diplomica Verlag
Published: Jul 3 2012
Pages: 76
Weight: 0.22
Height: 0.16 Width: 5.83 Depth: 8.27
Language: German
In der folgenden Untersuchung werden sowohl literarische als auch praxisorientierte Ansätze zur Implementierung des Marketinggedankens bei Nonprofit-Organisationen behandelt. Um das Verständnis zu fördern, mit welchen Schwierigkeiten das Verbunden sein kann, erfolgt vorab ein kleiner Überblick über die geschichtliche Entwicklung des Marketings, ehe auf die aktuellen Umstrukturierungen eingegangen wird. Dabei werden die national eingesetzten Instrumente dreier marketingtreibender Organisationen näher betrachtet, von denen eine als regionales und die zwei weiteren Organisationen als internationale Beispiele fungieren. Beginnend mit einer Skizzierung der eingesetzten Ma nahmen erfolgt eine Identifizierung von Optimierungsansätzen zur Effizienzsteigerung, wobei sich sämtliche Vorschläge zur Verbesserung im Rahmen einer finanziellen Umsetzbarkeit für die einzelne Organisation befinden. Zudem sollen die Marketingaktivitäten der international agierenden Organisationen vergleichbar sein. Diesbezüglich werden zwei Auswahlkriterien definiert, um eine gute Vergleichbarkeit zu gewährleisten. Einerseits sollen beide Organisationen eine ähnliche Organisationsmission verfolgen und andererseits sollen sie über eine ähnliche Finanzstruktur verfügen. Darüber hinaus sollte die Finanzierung beider Organisationen überwiegend über Zuwendungen privater Personen und gewinnorientierter Unternehmen erfolgen, um auch die komplexen Beziehungsgeflechte innerhalb der Anspruchsgruppen zu thematisieren. Abschlie end erfolgt eine nähere Betrachtung der regionalen Organisation, um anhand dieses Beispiels zu zeigen, in welchem Ma e die Marketingnutzung hierzulande bereits möglich ist.
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