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5-Senses Marketing im Bankensektor

5-Senses Marketing im Bankensektor

          
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About the Book

Inhaltlich unveränderte Neuauflage. Die klassische Markenkommunikation funktioniert in der heutigen Bankenwelt nicht mehr. Der Kunde findet sich in einer Welt der totalen Reiz- und Informationsüberflutung wieder, denn die Produkte sind zu homogen und müssen sich daher über andere Faktoren differenzieren. Doch wie ist dies möglich? Der Autor Christoph Droste stellt das 5-Senses Marketing als eine Möglichkeit vor, eine starke und unverwechselbare Marke zu schaffen und setzt sich kritisch mit dem Einsatz der 5 menschlichen Sinne in einer Marketing-Strategie im Bankensektor auseinander. Einführend erläutert er das 5-Senses Marketing und illustriert anhand von Fallbeispielen das Potenzial einer multisensualen Marketing Strategie. Er beschäftigt sich im Weiteren mit der spezifischen Anwendung der Strategie im Bankenbereich und analysiert dazu das Konzept Q110 der Deutschen Bank. Im Anschluss wird der Einsatz von Duftstoffen im Bankmarketing tiefer behandelt um schließlich ein Gesamtfazit zu ziehen und einen Ausblick bezüglich der zukünftigen Rolle von sensualem Marketing zu geben. Das Buch richtet sich an Experten und Entscheidungsträger im Marketingbereich, speziell von Banken und anderen Dienstleistungsunternehmen.


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Product Details
  • ISBN-13: 9783639450408
  • Publisher: KS Omniscriptum Publishing
  • Publisher Imprint: AV Akademikerverlag
  • Height: 229 mm
  • No of Pages: 64
  • Spine Width: 4 mm
  • Width: 152 mm
  • ISBN-10: 363945040X
  • Publisher Date: 07 Aug 2012
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 104 gr


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5-Senses Marketing im Bankensektor
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