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Das Menschenbild des homo sustinens: Eine nachhaltige Zielgruppe für das Marketing

Author

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  • Ahlemeyer, Kai
  • Griese, Kai-Michael
  • Wawer, Tim

Abstract

Das Ziel des Beitrags ist es, die Bedeutung von aktiven Kundinnen und Kunden für ein unterstützendes Marketing Management hin zu einer nachhaltigen Entwicklung am Beispiel der Energiewirtschaft aufzuzeigen. Das Menschenbild des homo sustinens kann von besonderer Relevanz sein, um aktive Kundinnen und Kunden im Marketing Management zu verstehen. Dem homo sustinens zugrundeliegend, der sich am Leitbild der Nachhaltigkeit orientiert, ergeben sich vielfältige Ansatzpunkte für den Austauschprozess mit aktiven Kundinnen und Kunden. Sie können befähigt, instrumentalisiert, unterstützt, erzogen oder optimiert werden.

Suggested Citation

  • Ahlemeyer, Kai & Griese, Kai-Michael & Wawer, Tim, 2022. "Das Menschenbild des homo sustinens: Eine nachhaltige Zielgruppe für das Marketing," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 7(01/2022), pages 63-76.
    • Handle: RePEc:zbw:afmpwm:266166
    DOI: 10.15459/95451.56
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    References listed on IDEAS

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