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Purpose-Driven-Marketing - Marketing-Hype oder langfristiges Erfolgskonzept

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  • Stang, Annett

Abstract

Von Marken auf der Suche nach dem Sinn und der Bedeutung von Purpose für die Markenführung. Dieses Paper wirft einen kritischen Blick auf das viel besprochene Fachthema. Wo kommt der neue Marketingansatz her? Welche Relevanz hat Purpose aus Sicht der Unternehmen und des Konsumenten? Eines sei schon mal gesagt: Purpose ist gekommen, um zu bleiben. Anhand von Praxisbeispielen wird im Folgenden die Bandbreite des PurposeDriven-Marketing-Ansatzes aufgezeigt. Es wird weiterhin beleuchtet, welchen Platz der Marketingansatz in der Markenführung einnimmt. Dabei wird sowohl die Konsumentensicht als auch die Unternehmensperspektive aufgegriffen.

Suggested Citation

  • Stang, Annett, 2020. "Purpose-Driven-Marketing - Marketing-Hype oder langfristiges Erfolgskonzept," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 37(4), pages 18-23.
    • Handle: RePEc:zbw:hsgmrs:276095
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