Skip to main content
Top
Published in: Marketing Review St. Gallen 6/2012

01-12-2012 | SCHNITTSTELLENMANAGER

Everybody’s Darling? Anforderungen der Stakeholder an den idealen Marketeer

Authors: Dr. Regina-Viola Frey, Dr. Denise Steckstor, Prof. Dr. Marion Büttgen

Published in: Marketing Review St. Gallen | Issue 6/2012

Log in

Activate our intelligent search to find suitable subject content or patents.

search-config
loading …

Auszug

Zunehmende Anforderungen an verantwortungsvolles Handeln in der Unternehmenspraxis führen uns zu der Frage, was einen guten und verantwortungsvollen Marketeer ausmacht. Aus der Analyse dreier Fokusgruppen ziehen wir die Schlussfolgerung, dass vor allem Persönlichkeit und Stakeholder-Orientierung für die Charakterisierung eines Marketeers als „verantwortungsvoll“ prägend sind. Ein guter Marketeer sollte von der Vision einer guten Welt mit Nutzen für alle Anspruchsgruppen überzeugt sein. …

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Marketing Review St. Gallen

Die Leitidee der Thexis ist immer eine realitätsorientierte Sicht auf das Marketing-management gewesen: Sowohl die Sichtweise der THEorie als auch der Blick-winkel der PraXIS erfassen nur Teilausschnitte der umfassenden Realität.

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

Literature
go back to reference Anderson, O. (2012): Blurring tactics in inter-firm relationships. Proceedings of the European Marketing Academy Conference, Lisboa, Portugal. Anderson, O. (2012): Blurring tactics in inter-firm relationships. Proceedings of the European Marketing Academy Conference, Lisboa, Portugal.
go back to reference Arkes, H./Hutzel, L. (2000): The role of probability of success estimates in the sunk cost e ect, in: Journal of Behavioral Decision Making, 13, pp. 295-306. Arkes, H./Hutzel, L. (2000): The role of probability of success estimates in the sunk cost e ect, in: Journal of Behavioral Decision Making, 13, pp. 295-306.
go back to reference Arora, N./Henderson, T. (2007): Embedded premium promotion. Why it works and how to make it more effective, in: Marketing Science, 26, 4, pp. 514-531. Arora, N./Henderson, T. (2007): Embedded premium promotion. Why it works and how to make it more effective, in: Marketing Science, 26, 4, pp. 514-531.
go back to reference Barone, M. J./Miyazaki A. D/Taylor K. A. (2000): The influence of cause-related marketing on consumer choice. Does one good turn deserve another, in: Journal of the Academy of Marketing Science, 28, 2, pp. 248-262. Barone, M. J./Miyazaki A. D/Taylor K. A. (2000): The influence of cause-related marketing on consumer choice. Does one good turn deserve another, in: Journal of the Academy of Marketing Science, 28, 2, pp. 248-262.
go back to reference Bendapudi, N./Leone, R. O. (2002): Managing business-to-business customer relationships following key contact employee turnover in a vendor firm, in: Journal of Marketing, 66, 18, pp. 83-101. Bendapudi, N./Leone, R. O. (2002): Managing business-to-business customer relationships following key contact employee turnover in a vendor firm, in: Journal of Marketing, 66, 18, pp. 83-101.
go back to reference Bloom, P. et al. (2006): How Social-Cause Marketing Affects Consumer Perceptions, in: MIT Sloan Management Review, 47 (2), pp. 49-55. Clark, M. (1997): Modelling the impact of customer-employee relationships on customer retention rates in a major uk retail bank, in: Management Decision, 35, pp. 293-301. Bloom, P. et al. (2006): How Social-Cause Marketing Affects Consumer Perceptions, in: MIT Sloan Management Review, 47 (2), pp. 49-55. Clark, M. (1997): Modelling the impact of customer-employee relationships on customer retention rates in a major uk retail bank, in: Management Decision, 35, pp. 293-301.
go back to reference Dotson, J./Allenby, G. (2010): Investigating the strategic influence of customer and employee satisfaction on firm financial performance, in: Marketing Science, 29,5, pp. 895-908. Dotson, J./Allenby, G. (2010): Investigating the strategic influence of customer and employee satisfaction on firm financial performance, in: Marketing Science, 29,5, pp. 895-908.
go back to reference Frey, R. V. (2011): Kundenzufriedenheit als Determinante der Mitarbeiterzufriedenheit und -bindung, Wiesbaden, Gabler. Frey, R. V. (2011): Kundenzufriedenheit als Determinante der Mitarbeiterzufriedenheit und -bindung, Wiesbaden, Gabler.
go back to reference Harter, J. K./Hayes, T., L./Schmidt, F. L. (2002): Business-uni-level relationship between employee satisfaction, employee engagement and business outcomes. A meta-analysis, in: Journal of Applied Psychology, 87, 11, pp. 268-279. Harter, J. K./Hayes, T., L./Schmidt, F. L. (2002): Business-uni-level relationship between employee satisfaction, employee engagement and business outcomes. A meta-analysis, in: Journal of Applied Psychology, 87, 11, pp. 268-279.
go back to reference Hegen, M. (2010): Mobile Tagging. Potenziale von QR-Codes im Mobile Business, Diplomica Verlag. Hegen, M. (2010): Mobile Tagging. Potenziale von QR-Codes im Mobile Business, Diplomica Verlag.
go back to reference Heskett, J./Sasser, W./Schlesinger, L. (1997): The service profit chain. How leading companies link profit and growth to loyalty, satisfaction and value, Free Press. Heskett, J./Sasser, W./Schlesinger, L. (1997): The service profit chain. How leading companies link profit and growth to loyalty, satisfaction and value, Free Press.
go back to reference Homburg, C./Stock, R. (2001): Der Zusammenhang zwischen Kunden- und Mitarbeiterzufriedeneheit. Eine dyadische Analyse, in: ZFB – Zeitschrift für Betriebswirtschaft, 71, 17, S. 789-806. Homburg, C./Stock, R. (2001): Der Zusammenhang zwischen Kunden- und Mitarbeiterzufriedeneheit. Eine dyadische Analyse, in: ZFB – Zeitschrift für Betriebswirtschaft, 71, 17, S. 789-806.
go back to reference Homburg, C./Stock, R. (2004): The link between salespeople‘s job satisfaction and customer satisfaction in a business-to-business context. A dyadic analysis, in: Journal of the Academy of Marketing Science, 32, pp. 144-158. Homburg, C./Stock, R. (2004): The link between salespeople‘s job satisfaction and customer satisfaction in a business-to-business context. A dyadic analysis, in: Journal of the Academy of Marketing Science, 32, pp. 144-158.
go back to reference Loveman, G. (1998): Employee satisfaction, customer loyalty, and financial performance. An empirical examination of the service profit chain in retail banking, in: Journal of Service Research, 1, 1, pp. 18-31. Loveman, G. (1998): Employee satisfaction, customer loyalty, and financial performance. An empirical examination of the service profit chain in retail banking, in: Journal of Service Research, 1, 1, pp. 18-31.
go back to reference Schäfer, J./Toma, D. (2008): Trends und Strategien im Mobile Marketing. Erfolgsfaktoren des Mobile Marketing, S. 17-31. Schäfer, J./Toma, D. (2008): Trends und Strategien im Mobile Marketing. Erfolgsfaktoren des Mobile Marketing, S. 17-31.
go back to reference Steckstor, D. (2012): The effects of cause-related marketing on customers‘ attitudes and buying behavior, Gabler. Steckstor, D. (2012): The effects of cause-related marketing on customers‘ attitudes and buying behavior, Gabler.
go back to reference Stock, R./Homburg, C. (2007): Der Zusammenhang zwischen Mitarbeiter- und Kundenzufriedenheit, Wiesbaden, Gabler. Stock, R./Homburg, C. (2007): Der Zusammenhang zwischen Mitarbeiter- und Kundenzufriedenheit, Wiesbaden, Gabler.
go back to reference Terjesen, S./Frey, R. V. (2008): Attracting and retaining generation Y knowledge worker talent, in: Vaiman, V./ Vance, C. (Hrsg.): Smart talent management. Building knowledge assets for competitive advantage, Northampton, Edward Elgar, pp. 66-92. Terjesen, S./Frey, R. V. (2008): Attracting and retaining generation Y knowledge worker talent, in: Vaiman, V./ Vance, C. (Hrsg.): Smart talent management. Building knowledge assets for competitive advantage, Northampton, Edward Elgar, pp. 66-92.
Metadata
Title
Everybody’s Darling? Anforderungen der Stakeholder an den idealen Marketeer
Authors
Dr. Regina-Viola Frey
Dr. Denise Steckstor
Prof. Dr. Marion Büttgen
Publication date
01-12-2012
Publisher
Gabler Verlag
Published in
Marketing Review St. Gallen / Issue 6/2012
Print ISSN: 1865-6544
Electronic ISSN: 1865-7516
DOI
https://doi.org/10.1365/s11621-012-0173-y

Other articles of this Issue 6/2012

Marketing Review St. Gallen 6/2012 Go to the issue

DANKSAGUNG

Danksagung