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Economics, Finance, Business & Management
Business & Management
Business competition
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Röper, B. (Ed.) (1989).
Wettbewerb und Werbung.
Duncker & Humblot. https://doi.org/10.3790/978-3-428-46538-5
Röper, Burkhardt.
Wettbewerb und Werbung
. Duncker & Humblot, 1989. Book. https://doi.org/10.3790/978-3-428-46538-5
Röper, B (ed.) (1989):
Wettbewerb und Werbung
, Duncker & Humblot, [online] https://doi.org/10.3790/978-3-428-46538-5
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I thought you would find this interesting: Wettbewerb und Werbung Editor: Röper, Burkhardt Schriften des Vereins für Socialpolitik, Vol. 180 (1989) https://elibrary.duncker-humblot.com/doi:10.3790/978-3-428-46538-5
Wettbewerb und Werbung
Editors:
Röper, Burkhardt
Schriften des Vereins für Socialpolitik
, Vol. 180
(1989)
Read now
Download (PDF)
Additional Information
Book Details
Publisher Name
Duncker & Humblot
ISBN
978-3-428-46538-5
978-3-428-06538-7
(print edition)
DOI
https://doi.org/10.3790/978-3-428-46538-5
Edition
1
Language
German
Pages
207
Subjects
Business competition
Table of Contents
Section Title
Page
Action
Price
Inhaltsverzeichnis
5
Burkhardt Röper: 1. Vorbemerkung und Einfuhrung
7
I.
7
II.
7
III.
8
IV.
9
V.
10
VI.
11
VII.
13
VIII.
15
IX.
18
2. Allgemeiner Teil
21
2.1 Dankwart Rost: Werbung im Wettbewerb
21
1. Werbung im Informationswettbewerb
23
2. Werbung im Wettbewerb von Einstellungen und Werte
28
2.2. Wolfgang Hilke: Werbung und Wettbewerb aus betriebswirtschaftlicher Sicht
35
A. Zur Eingrenzung der Problemstellung
35
I. „Werbung" als (ein) Marketing-Instrument
35
II. Erscheinungsformen der „Werbung" im Wettbewerb oder: „Werbung" nicht gleichsetzen mit „klassischer Werbung"
36
B. Erkenntnisstand der Betriebswirtschaftslehre über Gestaltung und Wirkungsweise der (klassischen) Werbung als Wettbewerbs-Instrument
39
I. Merkmale und Voraussetzungen für den erfolgreichen Einsatz der (klassischen) Werbung
39
II. Zur Informationsaufnahme und -Verarbeitung des (umworbenen) Mensche
41
III. Zur Bedeutung von „Schlüsselinformationen" in der Werbung
42
IV. Werbung als ein- oder mehr-stufiger Kommunikationsprozeß?
44
V. Die Bedeutung von „informativer" und „suggestiver" Werbung für den Werbeerfolg im Wettbewerb
46
C. Fazit und Ausblick
50
I. Zusammenfassung der Ergebnisse
50
II. Ausblick: Nicht nur Konsumgüter-Werbung betrachten, sondern auch die Werbung für Investitionsgüter und Dienstleistunge
50
Verzeichnis der zitierten Literatu
52
2.3. Schwerpunkte der Diskussio
56
3. Branchenanalyse
79
3.1 Automobilindustrie
79
3.1.1 Werner P. Schmidt: Wechselwirkung von Werbung und Wettbewerb auf dem Automobilmarkt (am Beispiel VW und Audi)
79
1. Einführung
79
2.1 Marketingaufwand
79
2.2 Veränderung der Werbeanstrengungen im Wettbewerbsumfeld
80
2.3 Glaubwürdigkeit der Werbung
82
2.4 Klassische Medie
83
2.5 Änderung der Art der Werbung bei veränderter Wettbewerbssituatio
83
2.6 Werbearten im Zeitablauf
83
2.7 Unterschiede in der Werbeaussage am Beispiel von Werbeanzeige
84
2.8 Werbeinhalte im Medienvergleich
88
2.9 Zusammenfassung
88
3.1.2. Schwerpunkte der Diskussio
89
3.2. Pharmazeutische Industrie
105
3.2.1. J. Christoph Bally: Werbung und Wettbewerb aus der Sicht eines pharmazeutischen Hochleistungsunternehmens
105
1. Grundbegriffe
105
1.1 Gesundheit und Krankheit
105
1.2. Nachfrage und Gewährung von Bedarf in der Bundesrepublik
106
1.3 „Therapie" (Behandlung)
108
1.4 Das Medikament
109
1.5. Der „Markt" der Medikamente („Pharmamarkt")
109
2. Dimensionen des Pharma-Wettbewerbs
109
3. Angebotsinstrumente im Pharma-Wettbewerb
116
4. Zu Begriff und Prozeß der „Informatio"
118
5. Die aktuelle Wettbewerbssituation im deutschen Pharmamarkt
122
6. Schlußfolgerunge
124
3.2.2. Schwerpunkte der Diskussio
125
3.3. Zigarettenindustrie
145
3.3.1. Bernhard Roos: Werbung und Wettbewerb auf dem Zigarettenmarkt – Zusammenfassung der wichtigsten These
145
I. Die wesentlichen Parameter für Werbung und Wettbewerb
145
1. Produkt und Verbrauche
145
2. Werbebeschränkungen in der Zigarettenindustrie
146
3. Preis und Wettbewerb
146
II. Aufgaben der Werbung
147
III. Werbungswettbewerb in der Interaktio
148
1. Life-cycles
148
2. Werbungswettbewerb in der Interaktio
149
3. Erlebnisfelde
149
Zusammenfassung
149
3.3.2. Hans-Heinrich Barnikel: Die Bewertung des Werbungswettbewerbs in der Zigarettenindustrie durch das Bundeskartellamt beim Zusammenschlußvorhaben „Philip Morris / Rothmans"
151
3.3.3. Schwerpunkte der Diskussio
154
4. Abschließender Teil
171
4.1. Hans-Heinrich Barnikel: Werbebeschränkungen aus kartellrechtlicher Sicht
171
A. Die rechtlichen Grundlage
171
1. Einschränkung der Werbung durch das UWG
172
2. Sonderregelung der Werbung in Einzelgesetze
173
Werbeverbote im Berufsrecht
175
3. Güterabwägung in § 1 GWB
177
B. Kartellrechtlich legalisierte Werbebeschränkunge
178
1. Wettbewerbsregeln nach §§ 28 ff. GWB
179
a) Die Wettbewerbsregeln des Markenverbandes
180
b) Der Kodex des Bundesverbandes der Pharmazeutischen Industrie
181
c) Werbeabkommen in der Zigarren- und Zigarettenindustrie
183
2. Werbebeschränkungen in den Ausnahmebereiche
184
a) Werbebeschränkungen der Kreditinstitute
185
b) Werbevereinbarungen der Bausparkasse
186
c) Die Wettbewerbsrichtlinien der Versicherungswirtschaft
187
C. Schlußbemerkung
187
4.2. Schwerpunkte der Diskussio
189
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