Risikokommunikation und Marketing

Abstract

The aim of this work is to determine the challenges for enterprises from the phenomenon risk communication and to show possibilities for their mastering. For this purpose an analysis concept to the establishment of a risk communication specific information basis as developed. Based on the results of this analysis as well as on existing empirical and theoretical knowledges a risk marketing concept was designed. The central challenges following for the marketing of enterprises are presented and specified. Designing recommendations for the marketing of enterprises concerned actually by risk debates are formulated. The presented marketing concept is based on the challenges discussed within the frame of the analysis and of the empirical results on case studies. (MZ)Available from TIB Hannover / FIZ - Fachinformationszzentrum Karlsruhe / TIB - Technische InformationsbibliothekSIGLEDEGerman