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Auswirkungen der Digitalisierung auf das klassische Marketing. Ein Überblick

Auswirkungen der Digitalisierung auf das klassische Marketing. Ein Überblick

          
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About the Book

Studienarbeit aus dem Jahr 2019 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Hochschule Mannheim, Sprache: Deutsch, Abstract: Diese Arbeit analysiert die Auswirkungen der Digitalisierung auf das klassische Marketing. Der Begriff Digitalisierung bezieht sich aus technischer Sicht auf die Verarbeitung von Informations- & Datenverarbeitungsprozessen und bezieht seine Grundlage aus der Information, Speicher und Übertragungstechniken. Darüber hinaus steht er für die Umwandlung von analogen zu digitalen Messdaten in Bezug auf Produkte, Dienstleistungen und sozialen Interaktionen. Voraussetzungen für die technologischen Grundlagen sind Rechner mit einem hohen technischen Standard unter der Verwendung von Mikrochips, Festplatten und einem ausreichend großen Arbeitsspeicher. Die Datenverarbeitung der Neuzeit erfolgt durch die stetige Weiterentwicklung eines übergreifend vernetzten Internets, welche neue Kommunikationswege erschließt und die Vernetzung eines solchen weiter vorantreibt. Das klassische Marketing ist hauptsächlich dadurch geprägt, eine Marke zu erzeugen, um sich somit vom Wettbewerb abzugrenzen. Mit der Marke wird in Folge der Anwendung verschiedener Werbemethoden und Techniken der Aufbau von Kundenbeziehungen erzeugt. Die Markenpositionierung gilt als wichtigster Faktor, um den Kunden vom Mehrwert des Produktes zu überzeugen. Dies lässt sich durch eine emotionale Bindung zur Marke oder dem Produkt bewirken, um sich damit vom Wettbewerber abzugrenzen und einen Markterfolg zu garantieren.


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Product Details
  • ISBN-13: 9783346522641
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 24
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3346522644
  • Publisher Date: 06 Oct 2021
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 45 gr


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