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"Ist das Marketing am Ende?": Status quo und Perspektiven im Verhältnis von Marketing und Unternehmenskommunikation

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  • Bürker, Michael

Abstract

Neue Entwicklungen und gestiegene Anforderungen stellen das Marketing in Frage. Produktmanagement und Vertrieb agieren in eigenen Einheiten, das Marketing wird auf Marketingkommunikation reduziert. Zugleich beansprucht die Unternehmenskommunikation die Führerschaft über die gesamte Kommunikation. Auf der Basis von Berufsfeld-Befragungen aus den Jahren 2018 bis 2023 wird der Status quo beider Disziplinen einem systematischen Vergleich unterzogen. Mit Hilfe eines Integrationsmodell werden Schritte für eine Weiterentwicklung von Marketing und Unternehmenskommunikation hin zu einer gemeinsamen Organisationseinheit aufgezeigt.

Suggested Citation

  • Bürker, Michael, 2023. ""Ist das Marketing am Ende?": Status quo und Perspektiven im Verhältnis von Marketing und Unternehmenskommunikation," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 8(01/2023), pages 11-35.
    • Handle: RePEc:zbw:afmpwm:289791
    DOI: 10.15459/95451.58
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    References listed on IDEAS

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