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Nachhaltigkeitsmarketing: Eine Fallstudienbasierte Einführung by Kai-Michael Griese

Nachhaltigkeitsmarketing: Eine Fallstudienbasierte Einführung

by Kai-Michael Griese , Karin Schnitker
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Book cover type: Paperback
  • ISBN13: 9783658385200
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Springer Gabler
  • Publisher Imprint: Springer Gabler
  • Publication Date:
  • Pages: 428
  • Original Price: EUR 46.2
  • Language: German
  • Edition: 2., Vollst. Ube
  • Item Weight: 699 grams
  • BISAC Subject(s): Marketing / Research

Dieses Buch f�hrt in die Ziele, Strategien und Ma nahmen des Nachhaltigkeitsmarketings ein. Dabei werden �konomische, �kologische und soziale Perspektiven ber�cksichtigt. Die Absicht ist, vor allem die Prinzipien und Merkmale des Nachhaltigkeitsmarketings st�rker als Standard f�r alle Marketingaktivit�ten zu verankern. Eine ausgewogene Mischung aus theoretischen Grundlagen und Fallbeispielen - wie Allos-Hofmanufaktur, dm-drogerie Markt, Initiative Tierwohl und Edeka Zentrale Stiftung & Co. KG, Migros, Molkerei S�bbeke, Pampers, Raizen Biosprit Produktion, R�genwalder M�hle, Vaude, Waschb�r, Weleda - machen das Buch sowohl f�r Studierende als auch f�r die unternehmerische Praxis interessant.
Die 2. Auflage wurde vollst�ndig �berarbeitet und um zahlreiche Praxisbeispiele erweitert. Insbesondere wurden folgende Anpassungen vorgenommen:

  • Integration der Sustainable Development Goals (SDG) als normativen Orientierungspunkt f�r die Ausgestaltungdes Nachhaltigkeitsmarketings bis 2030
  • St�rkere Ber�cksichtigung der normativen, strategischen und operativen Managementebene
  • Integration der Digitalisierung im Rahmen von digitalen M�rkten, einer organisatorischen und instrumentellen Ebene (Technologien und Dienste)

Zudem erhalten Sie Zusatzmaterial via App: Laden Sie die Springer Nature Flashcards-App herunter und nutzen Sie exklusive Inhalte, um Ihr Wissen zu �berpr�fen.

Prof. Dr. Kai-Michael Griese ist Professor für Betriebswirtschaftslehre, insbesondere Marketingmanagement, an der Hochschule Osnabrück

Prof. Dr. Karin Schnitker ist Professorin für Agrarwissenschaften und Landschaftsarchitektur mit dem Schwerpunkt Unternehmensführung an der Hochschule Osnabrück.

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