Marketingtheoretische Überlegungen zur Integration von Ökologieführerschaft und Kostenführerschaft im Konsumgütermarkt

Subject of this publication is the discussion of the question, how competitive companies can implement ecological targets in their company strategy. Chapter 1 and 2 show as introduction the correlation of ecology and consumer behaviour, further more the planning process of an ecology-oriented marketing concept. A special work was ? based on the idea of the co-mentor ? the detailed description of the ?qualitative ecology-leadership? and the ?quantitative ecology-leadership? based upon the discussion of strategies in the planning process. Chapter 3?s subject is the operative planning and controlling of an ecological- and cost-oriented marketing-mix. Therefore the consequences of the Ecology- and Cost-leadership referring to the product-, price-, communication- and distribution-political arrangement are closer examined. The theoretical statements are supported by a large number of bibliographical references and single concrete examples.