Grundlagen in Kommunikation und Beeinflussung

  • Fritz Unger
Chapter

Zusammenfassung

Wer Marketing betreibt, versucht systematisch andere Personen durch gezielte Kommunikationen zu beeinflussen. Die Steuerung des Verhaltens von Personen erfolgt nicht nur durch Werbung für jegliche Produkte und/oder Dienstleistungen. Viele Institutionen betreiben (Massen-) Kommunikation mit dem gleichen Ziel: Schulen, Universitäten, Parteien, Regierungen, Kirchen, Behörden, Demagogen und andere Institutionen mehr. Entsprechend groß war schon immer das Interesse daran, mögliche Gesetzesmäßigkeiten zu finden. Daher ist die Suche nach Gesetzen in der Marktkommunikation, deren Einhaltung entweder Voraussetzung für die Wirksamkeit dieser Kommunikation ist oder der Optimierung der gewünschten Effekte derartiger Aktivitäten förderlich sein kann, einer der zentralen Aspekte in der Marketing-Forschung und -Praxis. Für die Praxis angestrebt werden allgemein verwendbare Grundregeln. Diese wären nichts anderes als in die Praxis transferierte Theorien, welche, wenn sie für alle Kommunikationsprobleme in allen Situationen in Raum und Zeit gleichermaßen Gültigkeit hätten (das ist die wesentliche, zentrale Anforderung an „allgemein-gültige Grundregeln“), Theorien mit maximalem Geltungsbereich wären. Wir hätten dann sog. „Immer-und-überall-wenn-dann-Aussagen“ vor uns.

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  • Fritz Unger

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