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Rechtsrahmen eines Website-Marketing

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  • Thomas Zerres
  • Christopher Zerres

Abstract

Der Beitrag gibt einen Überblick über die rechtlichen Rahmenbedingungen eines Website-Marketing. Die Darstellung der zahlreichen, über mehrere Rechtsgebiete verteilten Rechtsvorschriften orientiert sich an den betriebswirtschaftlichen Herausforderungen und Maßnahmen. Nach einer Einordnung der Website im Marketingkontext geht es in diesem Beitrag schwerpunktmäßig um die rechtlichen Rahmenbedingungen, die sich auf Einrichtung, Gestaltung und Betrieb einer Website beziehen. Soweit einer Website über ihre Kommunikationsfunktion auch eine Vertriebsfunktion zukommt, d.h. also im E-Commerce (Onlinehandel), sind darüber hinaus weitere, hier nur im Überblick aufzuzeigende, spezielle rechtliche Rahmenbedingungen zu beachten. Trans-Abstract: This article provides an overview of the legal framework for website marketing. The presentation of the numerous legal provisions, which are spread over several areas of law, is oriented towards business challenges and measures. After placing the website in the context of marketing, the article focuses on the legal framework relating to the establishment, design and operation of a website. If, in addition to its communication function, a website also has a sales function, i. e. in e-commerce (online trade), additional specific legal conditions must be taken into account.

Suggested Citation

  • Thomas Zerres & Christopher Zerres, 2023. "Rechtsrahmen eines Website-Marketing," Der Betriebswirt, Duncker & Humblot, Berlin, vol. 64(2), pages 97-120.
    • Handle: RePEc:dah:aeqdbw:v64_y2023_i2_q2_p97-120
    DOI: 10.3790/dbw.64.2.97
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