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Big Data im Marketing. Nutzen, Chancen und Herausforderungen für kleine und mittelständische Unternehmen

Big Data im Marketing. Nutzen, Chancen und Herausforderungen für kleine und mittelständische Unternehmen

          
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About the Book

Bachelorarbeit aus dem Jahr 2019 im Fachbereich Informatik - Wirtschaftsinformatik, Note: 1,8, Technische Hochschule Rosenheim, Sprache: Deutsch, Abstract: Die vorliegende Bachelorarbeit beschäftigt sich mit der Thematik Big Data im Bereich des Marketings und zeigt, welcher Nutzen sich durch den Gebrauch von Big Data im genannten Bereich ergeben kann. Auch soll hierbei dargestellt werden, welche Chancen sich dadurch für kleine und mittelständische Unternehmen ergeben können, aber auch mit welchen Herausforderungen sich diese beim Einsatz von Big Data im Marketing auseinandersetzen müssen. Zunächst wird eine ausführliche Literaturrecherche über die Grundlagen von Big Data durchgeführt, um anschließend Big Data im Bereich des Marketings zu erörtern. Zu Beginn werden hier die Big Data Analytics erläutert und es wird aufgezeigt, wie der Marketing-Mix durch Big Data verändert werden kann. Im Anschluss daran werden mögliche Anwendungsgebiete von Big Data im Marketingbereich ermittelt und analysiert. Bei dem Nutzen von Big Data im genannten Bereich wurde festgestellt, dass dadurch genauere Empfehlungen von Produkten entworfen werden können, die sich an den Bedürfnissen der Kunden orientieren. Im Weiteren können auch die Preise der Produkte optimal angepasst werden, die zugleich auch mit individuell zugeschnittenen Angeboten ausgestattet werden können. Ein weiterer Mehrwert ergab sich in Bezug auf das Verhalten der Kunden eines Unternehmens. Durch Analyse von Echtzeit-Daten aus Befragungen können unterschiedliche Verhaltensweisen und Charakterzüge von Nutzern ermittelt werden. Eine hohe Verbesserung der Kundenorientierung sowie die Möglichkeit der Ermittlung wertvoller Informationen und auch das Herausfiltern versteckter Hinweise aus sehr vielen Daten, haben sich als Chance beim Einsatz von Big Data im Marketing für kleine und mittelständische Unternehmen herausgestellt. Diese sind zudem auch für wichtige Unternehmensentscheidungen von Bedeutung. Darauffolgend wurden auch H


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Product Details
  • ISBN-13: 9783668947726
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 64
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3668947724
  • Publisher Date: 21 Apr 2019
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 95 gr


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