Mitgliedermarketing und Lauterkeitsrecht

Batereau Lutz and Barbasch Edith
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Batereau Lutz: Sozietät Streitbörger Speckmann, Hamm (Westf.)
Barbasch Edith: Sozietät Streitbörger Speckmann, Hamm (Westf.)

Zeitschrift für das gesamte Genossenschaftswesen, 2012, vol. 62, issue 1, 51-66

Abstract: Many cooperatives require a specific marketing strategy with regard to their own members consisting of particular service offers as well as a corresponding advertising strategy directed to the market. This may contribute to the implementation of the principle of member promotion and thus may increase the attractiveness of the cooperative for new members. Not only other cooperatives, but also non-cooperative competitors may criticize such attempts and blame them as unfair competition. This article is intended to assist practitioners in assessing several marketing measures from a legal point of view.

Date: 2012
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DOI: 10.1515/zfgg-2012-0105

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