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Content-Marketing-Strategien in der Modeindustrie: Eine Untersuchung anhand von Traditionsunternehmen und Startups

Content-Marketing-Strategien in der Modeindustrie: Eine Untersuchung anhand von Traditionsunternehmen und Startups

          
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About the Book

Bachelorarbeit aus dem Jahr 2018 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1.3, International School of Management, Standort Dortmund, Sprache: Deutsch, Abstract: Die Entwicklung der digitalen Welt, insbesondere des World Wide Web, führten in den letzten 10 bis 15 Jahren dazu, dass sich das Informationsverhalten der Menschen weltweit rasant veränderte. Neben anderen Märkten hatte und hat dies bis heute unweigerlich Folgen für Unternehmen aus der Modebranche. Um sich die Aufmerksamkeit ihrer Kunden zu erhalten, müssen Traditionsunternehmen unter anderem ihr Marketing umstrukturieren. Gleichzeitig besteht die Möglichkeit für Startups, sich über moderne Kommunikationskanäle schnell zu etablieren. Ein auf Inhalten basierendes Marketing (Content Marketing) bietet beiden Unternehmensgruppen die Möglichkeit aus der breiten Masse im Web hervorzustechen. Basierend auf einer qualitativ-rekonstruktiven Forschungsmethode, die einen theoretischen Teil, Experteninterviews und einen Diskussionsteil mit einbezieht, untersucht diese Studie das aktuelle Verhalten der beiden angeführten Unternehmensgruppen in Bezug auf ihre Content Marketing Aktivitäten und darüber hinaus, ob Content Marketing auch in Zukunft eine Disziplin von Relevanz sein wird. Diese Bachelorarbeit stellt deutlich dar, wie Content Marketing über die letzten Jahre an Relevanz dazu gewonnen hat und weshalb es bis auf weiteres Grund zu der Annahme gibt, dass sich diese Tendenz sich sogar noch verstärkt. Traditionsunternehmen sowie Startups können sich dem Konzept des Content Marketings auf ihre Weise bedienen. Ein authentischer Einsatz einer Content Marketing Strategie kann für beide zum Erfolg führen. Zudem lässt sich die Idee des Content Marketings über die Online Distribution hinaus auch auf andere Vertriebs-Kanäle projizieren. Diese Bachelorarbeit untersucht den zunehmenden Einsatz von Content Marketing Strategien für die Gewinnung und Erhaltung von Kundenbeziehungen in der Modeindustri


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Product Details
  • ISBN-13: 9783668815377
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 64
  • Spine Width: 4 mm
  • Weight: 95 gr
  • ISBN-10: 3668815372
  • Publisher Date: 31 Jul 2018
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Eine Untersuchung anhand von Traditionsunternehmen und Startups
  • Width: 148 mm


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Content-Marketing-Strategien in der Modeindustrie: Eine Untersuchung anhand von Traditionsunternehmen und Startups
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