Download E-books Nachhaltigkeit in der Gesundheitsvorsorge: Wie Krankenkassen Marketing und Prävention erfolgreich verbinden (German Edition) PDF

By Viviane Scherenberg

Das Buch untersucht mögliche Zieldivergenzen der gesetzlichen Krankenkassen zwischen dem eigentlichen Unternehmenszweck (nach SGB V) und der Existenzsicherung am Markt, die zu einem Nachhaltigkeitsdilemma führen können. Unterschiedliche Perspektiven der Nachhaltigkeit auf sozialer, gesundheitlicher und ökonomischer Ebene werden anhand einer Vollerhebung, u.a. von Bonusprogrammen, betrachtet und erläutert. Unterschiedliche Möglichkeiten einer Zielharmonisierung werden aufgezeigt, die die foundation für ? Nachhaltigkeitsmarketing? und ? nachhaltiges advertising? darstellen.

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