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Einfluss von kognitivem Vergnügen auf die Akzeptanz und den Nutzungsgrad von standortbasiertem Marketing

Einfluss von kognitivem Vergnügen auf die Akzeptanz und den Nutzungsgrad von standortbasiertem Marketing

          
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About the Book

Masterarbeit aus dem Jahr 2017 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Sprache: Deutsch, Abstract: Innovationen und die Verbesserung von Informations- und Kommunikationstechnologien wie Internet, E-Mail, GPS und mobile Endgeräte tragen dazu bei, dass neue und verschiedene Service-Anwendungen entstehen und wachsen. Eine dieser Anwendungen ist das standortbasierte Marketing (SbM), welches seit Jahren im Hinblick seiner Funktionalität im Fokus der Unternehmen und Forscher steht. Konsumenten tendieren dazu, das zu kaufen, was sie mögen, aber ihre Präferenzen hinsichtlich einer Kaufentscheidung hängen davon ab, in welcher Situation sie sich im Moment befinden. Das Medium Internet nahm in den letzten Jahrzehnten hierbei eine signifikante Rolle ein, um die Lücke zwischen dem Informationsfluss, Konsumenten und den Angeboten am Markt zu schließen. Mit dem drahtlosen Internet und einer Fülle an mobilen Endgeräten hat sich die Reichweite entscheidend verändert, sodass den Möglichkeiten im mobilen Marketing, den Kunden/Konsumenten zu erreichen, keine Grenzen gelegt sind. Die Grundlage aller Entscheidungen der Konsumenten beruht auf situativen Variablen (Uhrzeit, Wochentag, Jahreszeit, lokales Wetter und dem Ort, an dem sie sich befinden) und wird letztendlich durch diese bestimmt. Die Digitalisierungsprozesse in den Unternehmen ermöglichen es, die elementaren Präferenzen kennenzulernen und zu erforschen. Vor allem Smartphones liefern unzählige, wertvolle Daten, nicht nur was der Nutzer damit macht, sondern auch wie er sich in Einkaufsläden oder in der Stadt bewegt. Aus den erhobenen Daten können Verhaltensmuster abgelesen und Inhalte spezifisch für den Konsumenten konstruiert werden. Dies führt dazu, dass Konsumenten an verschiedenen Standorten mit Inhalten angesprochen werden, die sie im Moment als wichtig erachten.


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Product Details
  • ISBN-13: 9783668682832
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 106
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3668682836
  • Publisher Date: 02 Apr 2018
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 149 gr


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Einfluss von kognitivem Vergnügen auf die Akzeptanz und den Nutzungsgrad von standortbasiertem Marketing
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Einfluss von kognitivem Vergnügen auf die Akzeptanz und den Nutzungsgrad von standortbasiertem Marketing
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