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Markenbildung von Städten am Beispiel der Stadt Kassel: Kritische Analyse und Verbesserungsvorschläge by Garbrecht, Marcel

Markenbildung von Städten am Beispiel der Stadt Kassel: Kritische Analyse und Verbesserungsvorschläge

by Marcel Garbrecht
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Book cover type: Paperback
  • ISBN13: 9783668784512
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 24
  • Original Price: USD 25.5
  • Language: German
  • Edition: 1. Auflage
  • Item Weight: 46 grams
  • BISAC Subject(s): Communication Studies

Studienarbeit aus dem Jahr 2018 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 2,0, Universität Kassel, Sprache: Deutsch, Abstract: Die vorliegende Arbeit betrachtet kritisch die Markenbildung am Beispiel der Stadt Kassel und zeigt Optimierungsmöglichkeiten auf. Die Hausarbeit basiert überwiegend auf dem Studium wissenschaftlicher Literatur der Verwaltungswissenschaften, der Betriebswirtschaftslehre sowie Erkenntnissen aus der Marketingforschung. Nach der Einleitung in Kapitel 1 werden in Kapitel 2 die für das Verständnis dieser Arbeit notwendigen Begrifflichkeiten definiert. In Kapitel 3 wird retrospektiv die Markenbildung die der Stadt Kassel dargestellt. Anschlie end wird in Kapitel 4 der Status quo kritisch betrachtet und es werden hierauf basierend Verbesserungsvorschläge aufgezeigt. Die Arbeit endet in Kapitel 5 mit einem Fazit und einem Ausblick. Die Markenbildung einer Stadt ist ein umfassendes und komplexes Thema und kann nicht vollumfänglich im Rahmen dieser Arbeit dargestellt werden. Der Verfasser beschränkt sich in seinen Ausführungen daher auf die Markenbildung "nach au en" und betrachtet diese in Bezug auf die Attraktivität der Stadt für Touristen bzw. Einwohner und weniger im wirtschaftlichen Kontext als Unternehmensstandort.

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