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Marketing ohne Markt? - Marketing zwischen Marktorientierung und Netzwerkorientierung

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  • Reiß, Michael

Abstract

Der Markt dient als quasi-definitorischer Orientierungsrahmen für alle Marketing-aktivitäten. Defizite der vorhandenen Marktkonzepte sowie innovative Architekturen von Wertschöpfungssystemen jenseits der Marktorientierung haben zur Folge, dass mit einer Marktfokussierung die faktische Komplexität der Rahmenbedingungen für das Marketing unterschätzt wird. Konstruktiv kann dem durch einen Übergang auf einen komplexitätsgerechten Orientierungsrahmen begegnet werden, wofür sich netzwerkförmige Leitkonzepte am besten eignen. Auf diesem Wege lassen sich Risiken der Fehlorientierung von Marketingmaßnahmen vermeiden und das Chancenpotenzial der neuen Wertschöpfungsarchitekturen besser nutzen.

Suggested Citation

  • Reiß, Michael, 2016. "Marketing ohne Markt? - Marketing zwischen Marktorientierung und Netzwerkorientierung," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 33(5), pages 84-91.
    • Handle: RePEc:zbw:hsgmrs:275877
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    References listed on IDEAS

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