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Ethik im Marketing-Mix by Anker, Julia

Ethik im Marketing-Mix

by Julia Anker
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Book cover type: Paperback
  • ISBN13: 9783638652544
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 60
  • Original Price: USD 26.9
  • Language: German
  • Edition: N/A
  • Item Weight: 91 grams
  • BISAC Subject(s): Marketing / General

Studienarbeit aus dem Jahr 2005 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Duale Hochschule Baden-Württemberg, Ravensburg, früher: Berufsakademie Ravensburg, Sprache: Deutsch, Abstract: Ausgangspunkt der Überlegungen, die dieser Arbeit zugrunde liegen, ist die Überzeugung, dass in Zeiten der Globalisierung der Märkte, der organisatorischen Umstrukturierung ganzer Bereiche der Wirtschaft und der generell anspruchsvoller werdenden Geschäftstätigkeit die Beziehungen zwischen Wirtschaftspartnern nicht mehr allein auf finanziell darstellbaren Grö en beruhen, sondern dass die so genannten "weichen Faktoren" des Wirtschaftslebens, die ideellen Orientierungen und Motive, eine nicht mehr zu missachtende Stellung einnehmen. Oft allerdings verstecken sich Unternehmen und ihr Marketing hinter einer Systemsteuerung, die einseitig nur die erfolgsbezogenen Entscheidungskriterien hervorhebt, die deutlich sichtbar den Umsatz beeinflussen und dabei die moralischen Einflussgrö en in der konkreten Situation au er Acht lassen. Man findet hierbei zur Genüge Rechtfertigungsversuche vor, die einen Problemcharakter an dieser Stelle dementieren. Typische Formen sind der pauschale Verweis auf die Sachzwänge der (internationalen) Konkurrenz sowie eine ökonomische Notwendigkeit, die das Gewinnprinzip als oberste Maxime der Unternehmung definiert und ideelle Faktoren als Themen der Zukunft abhandelt.

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