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Direktmarketing in Indien

Direktmarketing in Indien

          
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About the Book

Studienarbeit aus dem Jahr 2010 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 3,0, Universität Kassel (Internationales Direktmarketing), Veranstaltung: Seminar, Sprache: Deutsch, Abstract: 1 Problemstellung und Gegenstand der Arbeit Der Einsatz von Marketingmaßnahmen kann in Indien noch nicht auf eine lange Tradition zurückblicken und steht in vielen Bereichen erst am Beginn seiner Entwicklung. Mitte der 80er Jahre, nach dem Wahlsieg von Rajiv Gandhi, erkannte dieser, dass eine Notwendigkeit und Dringlichkeit für wirtschaftliche Reformen bestand und begann damit, diese notwendigen Reformen einzuleiten. Eine erfolgreiche Umsetzung der geplanten Reformmaßnahmen war ihm jedoch aufgrund der Tatsache, dass er seine Wahlversprechen nicht einhalten konnte und der Verwicklung in einen Bestechungsskandal nicht möglich, da er daraufhin eine Niederlage bei den nächsten Parlamentswahlen erlitt. Jedoch nach nur einer Unterbrechung von 2 Jahren kam im Jahre 1991 die Kongresspartei wieder an die Regierung und der neue Premierminister Narasimha Rao konnte direkt nach Amtsantritt damit beginnen die tiefgreifenden Veränderungen und so die wirtschaftliche Öffnung und außenpolitische Neuorientierung Indiens einzuleiten. Seit dieser Zeit steigen die Ausgaben für moderne Formen des Marketings beständig an. Im Zuge der rasanten wirtschaftlichen Entwicklung der letzten Jahre in Indien und der anwachsenden Konkurrenz, der Sättigung der Märkte und dadurch, dass das klassische Marketing an seine Grenzen stößt ist erforderlich, das neue modernere, innovativere und individualisierte Marketingaktivitäten die Ansprache an Konsumenten und Wirtschaftspartner übernehmen. Als geeignetes Mittel erscheint hierbei der Einsatz von Direktmarketingmaßnahmen. Unter Direktmarketing (Direct- Response- Werbung) wird jede Werbemaßnahme verstanden, die eine direkte Ansprache eines möglichen Kunden mit der Aufforderung zur Antwort beinhaltet. (Wirtz, 2005, S. 14) Ziel ist die Anbahnung und Au


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Product Details
  • ISBN-13: 9783640997701
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3640997700
  • Publisher Date: 02 Sep 2011
  • Height: 210 mm
  • No of Pages: 40
  • Series Title: German
  • Weight: 63 gr


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