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Effektivitt des Marketing von Verbnden

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Springer Nature
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9783824466429
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Ein wesentliches Unterscheidungskriterium von Wirtschaftsverbnden ist die Art der Mitgliederbindung. Zu unterscheiden ist zwischen Pflichtverbnden und freiwilligen Verbnden. Welche Bedeutung hat die Art der Mitgliederbindung fr die Effektivitt des Verbandsmarketing? Dirk Nissen analysiert auf der Grundlage der Anreiz-Beitrags-Theorie und des Stakeholder-Ansatzes den Einflu der Mitgliederbindung auf die Effektivitt des Verbandsmarketing und vergleicht die Ergebnisse mit einer explorativen Umfrage. Der Autor gibt Handlungsempfehlungen zur Effektivittssteigerung des Verbandsmarketing und anderer Verbandsdienstleistungen.

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