Julia naskrent (44 risultati)

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Paperback or Softback. Condizione: New. Marketing Activities- A critical analysis from an ethical point of view. Book.

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Condizione: Sehr gut. Zustand: Sehr gut | Sprache: Englisch | Produktart: Bücher | Revision with unchanged content. Recently, it seems as if the general opinion about marketing has deteriorated, in particular due to broadly discussed scandals. At the same time, there has been increased interest in corporate social responsibility and ethical conduct. Hence, this paper evaluates marketing activities with the help of an ethical theory as a normative basis, namely the Theory of Justice by John Rawls. The author, Julia Naskrent, first gives an introduction to the basic concepts of ethics and marketing. After justifying its use for the purpose of this paper, the Theory of Justice is operationalized in order to make it applicable for the actual analysis of marketing activities which is made in accordance with the marketing mix. At the end of the first part of the paper, a model of the most important findings is presented and forms the basis for the second part. Here, ways to legitimize marketing activities are presented by demonstrating several instruments and initiatives companies can establish. Due to combining ethical theory and philosophy with practical marketing activities, this paper is interesting for practitioners such as marketers, as well as philosophers, scholars and economists.…

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Condizione: New. Prof. Dr. Dr. Peter Kuerble lehrt Internationales Marketing an der FOM Hochschule Essen, Prof. Dr. Julia Naskrent lehrt Marketing an der FOM Hochschule Siegen, Dr. Julia Roemhild ist Akademische Raetin fuer den Bereich Kulturmanagement an der Universitaet Duessel.

Taschenbuch. Condizione: Neu. Druck auf Anfrage Neuware - Printed after ordering - Die Coronapandemie hat das Einkaufsverhalten und damit den Handel wesentlich beeinflusst. Die Erwartungen der Kundinnen und Kunden an ein nahtloses Omni-Channel-Angebot und einen entsprechenden Service steigen, was die Unternehmen vor zunehmende Herausforderungen stellt.Die Autorinnen und Autoren erläutern in zwölf Beiträgen, wie Geschäftsprozesse und Systeme auf Basis neuer Technologien aus der Perspektive der Kundschaft intelligent integriert und wie damit verbundene technische und organisatorische Herausforderungen bewältigt werden können. Sie beschäftigen sich mit aktuellen Veränderungen im Kaufverhalten - ob allgemein oder speziell im Zuge der Coronapandemie. Hier stehen u. a. die Regionalisierung des Einkaufverhaltens und die Förderung eines nachhaltigen Konsums im Fokus. Einen weiteren Themenschwerpunkt stellt die Anwendung und Akzeptanz neuer Technologien dar, u. a. virtueller Welten, digitaler Sprachassistenten und App-basierter Orientierungshilfen. Zudemwerden Kundenanforderungen an den stationären Handel vor, während und nach der Coronapandemie erläutert.…

Taschenbuch. Condizione: Neu. Druck auf Anfrage Neuware - Printed after ordering - Die Grenzen zwischen 'analog' (im Sinne von offline, traditionelle Medien) und 'digital' (im Sinne von online, neue Medien) verschwimmen immer mehr. Davon betroffen sind alle Bereiche der Lebenswelt - also auch Arbeiten, Lernen und Konsumieren. Der Begriff 'Digitalität' - eine Wortschöpfung aus Digital und Realität, die vor allem in sozialwissenschaftlichen Kontexten entwickelt wurde - setzt an dieser Entwicklung an. Digitalität stellt den nächsten Schritt, die Weiterentwicklung von Digitalisierung, dar: die Verbindung von Mensch und Technik, die Vernetzung von digital und analog, Tradition und Innovation. Die Autorinnen und Autoren erläutern darum in 14 Beiträgen, dass Digitalität mehr ist als nur technische Entwicklung und auch keine Abgrenzung meint im Sinne der Verdrängung 'alter' Techniken durch 'neue', digitale Techniken. Sie zeigen in ihren Beiträgen, dass Digitalität mit der Suche nach digital-analoger Balance Antworten und Lösungen für Marketing und Vertrieb bietet. Erfahren Sie, wie Sie digitale Chancen und analoge Potenziale in Marketing und Vertrieb nutzen können - denn nur so gelingt ein erfolgreicher Wandel in Unternehmen.…

Taschenbuch. Condizione: Neu. Konstrukte in der Marketingforschung | Ein anwendungsorientierter Leitfaden zur Operationalisierung und Messung latenter Variablen im Rahmen der Kausalanalyse | Julia Naskrent | Taschenbuch | Deutsch | Südwestdeutscher Verlag für Hochschulschriften | EAN 9783838122885 | Verantwortliche Person für die EU: preigu GmbH & Co. KG, Lengericher Landstr. 19, 49078 Osnabrück, mail[at]preigu[dot]de | Anbieter: preigu.…

Buch. Condizione: Neu. Druck auf Anfrage Neuware - Printed after ordering - Das Konzept der Spenderbindung ist trotz der finanziellen Herausforderungen der Nonprofit-Organisationen sowohl in der Praxis als auch in der Forschung bisher vernachlässigt worden. Vor diesem Hintergrund untersucht die Arbeit, welche Faktoren dazu beitragen, dass Spender sich loyal gegenüber einer Nonprofit-Organisation verhalten und ihre finanzielle Unterstützung aufrechterhalten. Hierzu werden Determinanten der Spenderbindung identifiziert und in einen theoretischen Bezugsrahmen eingebunden sowie Interdependenzen analysiert. Eine empirische Untersuchung sowie Fokusgruppen- und Experteninterviews validieren die vermuteten Wirkungsbeziehungen. Auf Basis dieser Erkenntnisse lassen sich Handlungsempfehlungen für die Fundraising-Praxis ableiten. Die Arbeit stellt zwei strategische Ansatzpunkte des Spenderbindungsmanagement vor und erörtert spezifische Maßnahmen und Instrumente.; Dissertationsschrift.…

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Taschenbuch. Condizione: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -Revision with unchanged content. Recently, it seems as if the general opinion about marketing has deteriorated, in particular due to broadly discussed scandals. At the same time, there has been increased interest in corporate social responsibility and ethical conduct. Hence, this paper evaluates marketing activities with the help of an ethical theory as a normative basis, namely the Theory of Justice by John Rawls. The author, Julia Naskrent, first gives an introduction to the basic concepts of ethics and marketing. After justifying its use for the purpose of this paper, the Theory of Justice is operationalized in order to make it applicable for the actual analysis of marketing activities which is made in accordance with the marketing mix. At the end of the first part of the paper, a model of the most important findings is presented and forms the basis for the second part. Here, ways to legitimize marketing activities are presented by demonstrating several instruments and initiatives companies can establish. Due to combining ethical theory and philosophy with practical marketing activities, this paper is interesting for practitioners such as marketers, as well as philosophers, scholars and economists. 116 pp. Englisch.…

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Condizione: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. Autor/Autorin: Naskrent JuliaDipl.-Kffr. Julia Naskrent studierte BWL an der European Business School mit den Schwerpunkten Marketing und International Management. Sie verbrachte je ein Semester in Costa Rica und Kalifornien und absolvierte Praktik.…

Condizione: New. PRINT ON DEMAND pp. 116.

Taschenbuch. Condizione: Neu. This item is printed on demand - Print on Demand Titel. Neuware -Revision with unchanged content. Recently, it seems as if the general opinion about marketing has deteriorated, in particular due to broadly discussed scandals. At the same time, there has been increased interest in corporate social responsibility and ethical conduct. Hence, this paper evaluates marketing activities with the help of an ethical theory as a normative basis, namely the Theory of Justice by John Rawls. The author, Julia Naskrent, first gives an introduction to the basic concepts of ethics and marketing. After justifying its use for the purpose of this paper, the Theory of Justice is operationalized in order to make it applicable for the actual analysis of marketing activities which is made in accordance with the marketing mix. At the end of the first part of the paper, a model of the most important findings is presented and forms the basis for the second part. Here, ways to legitimize marketing activities are presented by demonstrating several instruments and initiatives companies can establish. Due to combining ethical theory and philosophy with practical marketing activities, this paper is interesting for practitioners such as marketers, as well as philosophers, scholars and economists.VDM Verlag, Dudweiler Landstraße 99, 66123 Saarbrücken 116 pp. Englisch.…

Taschenbuch. Condizione: Neu. nach der Bestellung gedruckt Neuware - Printed after ordering - Revision with unchanged content. Recently, it seems as if the general opinion about marketing has deteriorated, in particular due to broadly discussed scandals. At the same time, there has been increased interest in corporate social responsibility and ethical conduct. Hence, this paper evaluates marketing activities with the help of an ethical theory as a normative basis, namely the Theory of Justice by John Rawls. The author, Julia Naskrent, first gives an introduction to the basic concepts of ethics and marketing. After justifying its use for the purpose of this paper, the Theory of Justice is operationalized in order to make it applicable for the actual analysis of marketing activities which is made in accordance with the marketing mix. At the end of the first part of the paper, a model of the most important findings is presented and forms the basis for the second part. Here, ways to legitimize marketing activities are presented by demonstrating several instruments and initiatives companies can establish. Due to combining ethical theory and philosophy with practical marketing activities, this paper is interesting for practitioners such as marketers, as well as philosophers, scholars and economists.…