Das zunehmende Interesse an der Markenbildung im Internet wirft die Frage auf, ob sich klassische Strategien zur Markenbildung auf die Internetwerbung übertragen lassen. Der Einsatz interaktiver Dienste stellt einen integrierten Lösungsansatz dar.
Public Marketing has evolved to a self-contained discipline merging thoughts from marketing and public sector management. Against the background of contro-versial debates going along with the development of the field, marketing in the public sector has to face new challenges today. Relationships to customers, employees and other stakeholders appear to become central to the success of public sector organisations. Therefore Public Marketing should evolve from a shallow tool kit to a profound knowledge base for public managers. Based on evidence in the literature it is the purpose of this article to identify preliminary phases within the development of Public Marketing. Further, key learnings from the single phases are derived leading to a re-conception of Public Marketing as an integrated part of public management.
This dissertation presents a novel perspective on cooperation activities in the public sector by introducing the brand concept to support the efforts of public institutions in their attempt to successfully develop relationships with cooperation partners. In line with a current research stream in marketing science, the brand itself as well as the employee who represents a public brand are both considered to be important information carriers. The results of two experiments among 205 senior public managers have important implications for the management of internal and external communication in public institutions.
When developing evaluation concepts, the integration of the customer perspective is often neglected. Although the acceptance of and the satisfaction with reforms among the users of public services is vital to their own legitimization only few public managers attempt to
consider the evaluation of the customer perspective on a sufficiently high level. One approach to measure the customer perspective with regard to reform projects may be the use of a customer survey. But theoretical considerations and empirical research indicate that
in cases in which customer surveys are applied their results do not allow systematic comparisons. Instead the generated conclusions rather concentrate on intransparent phrasings which do not support a clear and obvious judgement about weather the undertaken reform project has been successful or not in the eyes of the customer. In this
article we discuss potential reasons for this contradiction. We identify three main barriers, a technical, a motivational and a cultural barrier, which determine the public managers behaviour concerning the realization of customer survey projects and its interpretation.
Taking a closer look at the nature of these barriers finally leads to the assumption that current participation approaches suffer from a lack of trust in the public's ability to evaluate public services.
A number of individual, social setting, and choice set factors have been shown to be related to satisfaction. The authors argue that these factors operate through a set of choice goals. Using panel data on purchasers of consumer electronics, the authors examine how five goals (justifiability, confidence, anticipated regret, evaluation costs, and final negative affect) drive decision and consumption satisfaction which in turn determine loyalty, product recommendations, and the amount and valence of word of mouth.
Regarding the effect of product variety on purchase probability, there exist findings which demonstrate a positive effect of variety for small assortments and a negative effect of variety for large assortments. Despite these results, little evidence exists about the causal mechanism of this effect. We conduct a field study among German consumer electronics customers to investigate the previously proposed constructs of anticipated product utility, anticipated regret and evaluation costs. The results suggest that anticipated regret and evaluation costs play a powerful role in explaining the negative link between variety and purchase probability for high variety assortments. Anticipated product utility on the other hand serves to explain part of the positive causality for low variety assortments. The results obtained give rise to recommendations for the planning of assortments.
