Identitaetsorientiertes Stadtmarketing: Ein Beitrag Zur Koordination Und Steuerung Des Stadtmarketing

Name: Identitaetsorientiertes Stadtmarketing: Ein Beitrag Zur Koordination Und Steuerung Des Stadtmarketing
Brand: Peter Lang Gmbh, Internationaler Verlag Der W
SKU: 9783631526989
Price: 5866.0 INR
Availability: InStock

by H. Meffert , Christian Ebert

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ISBN13: 9783631526989
Binding: Paperback
Subject: N/A
Publisher: Peter Lang Gmbh, Internationaler Verlag Der W
Publisher Imprint: Peter Lang Gmbh, Internationaler Verlag Der W
Publication Date: September 14, 2004
Pages: 273
Original Price: GBP 56.6
Language: German
Edition: N/A
Item Weight: 400 grams
BISAC Subject(s): Earth Sciences / Geography

About The Book

Im Vergleich zum unternehmerischen Marketing sieht sich das Stadtmarketing auf der Subjekt- und Objektebene einer besonderen Komplexität ausgesetzt. Hieraus resultieren mit der internen Koordination der heterogenen Akteure und der externen Steuerung der vielfältigen Angebotskomponenten zwei zentrale Herausforderungen an die Stadtmarketing-Führung. Geleitet von der Hypothese, dass das interdisziplinär diskutierte Identitätskonstrukt einen Beitrag zur Lösung dieses Problems leistet, entwickelt der Autor mit dem identitätsorientierten Stadtmarketing ein Referenzkonzept für die Stadtmarketing-Führung. Das theoriegestützte Konzept erfährt eine empirische Fundierung auf der Basis einer bundesweiten Befragung zum Selbst- und Fremdbild der Städte Bielefeld, Dortmund und Münster.

About The Author

Der Autor: Christian Ebert wurde 1976 in Pforzheim geboren und begann 1995 sein Studium an der Universität Münster, welches er 2000 als Diplom-Kaufmann beendete. Im selben Jahr nahm der Autor seine Tätigkeit am Institut für Marketing der Universität Münster auf und beschäftigte sich dort schwerpunktmäßig mit Fragestellungen des Stadt- und Regionenmarketing. 2003 erfolgte die Promotion an der Universität Münster.

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