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Einsatzpotenziale Des Guerilla Marketing in Kmu. Eine Marketing-Kampagne Fur Einen Optiker

Einsatzpotenziale Des Guerilla Marketing in Kmu. Eine Marketing-Kampagne Fur Einen Optiker

          
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About the Book

Bachelorarbeit aus dem Jahr 2011 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,7, Fachhochschule Südwestfalen; Abteilung Meschede, Sprache: Deutsch, Abstract: Kleine und mittelständische Unternehmen stehen im direkten Vergleich zu großen Konzernen mit erheblich kapitalintensiveren Marketingbudgets. Marketing ist ein umfangreiches Instrument und multimedial einsetzbar. Guerilla Marketing setzt bei den Konsumenten auf den "Verwunderungseffekt" und stellt nach Meinung des Autors eine zeitgemäße Ergänzung des klassischen Marketings dar. Die Motivation des Autors für dieses Thema der Bachelor-Thesis ist darin begründet, dass viele Unternehmen Werbung betreiben ohne die Werkzeuge und damit verbundenen Auswirkungen zu kennen. Eine Folge von massenhaft ungeplanten Marketingaktionen ist die Reizüberflutung der Konsumenten; diese Reizüberflutung stellt die werbenden Unternehmen vor die Herausforderung etwas Besonderes zu publizieren und mit ihren Marketingmaßnahmen aufzufallen, um in der Folge eine hohe Aktiviertheit der Konsumenten zu erreichen. Aus diesen Gründen hat das Guerilla Marketing seine Existenzberechtigung. Nach einer kurzen Einleitung wird das Guerilla Marketing definiert und vom klassischen Marketing abgegrenzt. In der weiteren Folge wird das fiktive Unternehmen der Gesundheitsbranche (Optiker) vorgestellt. Im Rahmen der Analyse des Ist-Zustandes wird der Standort des neu eröffnenden Ladenlokales analysiert, die Anforderungen an die Marketingmaßname erläutert sowie die Ziele der Marketingmaßnahme aufgezeigt. Im weiteren Verlauf der Arbeit wird eine Guerilla-Marketing-Kampagne erarbeitet, in der Probanden mit überdimensionalen Brillen in der Fußgängerzone präsent sind und alltägliche Dinge verrichten (Einkaufen, Tanken, Kaffee trinken usw.). Die Probanden führen keine aktive Werbung durch, sondern tragen Objekte mit dem Aufdruck einer Internetseite (www.Brille-Werl.de). Mit Hilfe der überdimensionalen Bril
About the Author: Tobias Pieper wurde am 03.10.1986 in Hamm geboren, wuchs in Welver im Kreis Soest auf und absolvierte im Jahr 2005 die Fachhochschulreife am Hubertus-Schwartz-Berufskolleg Soest. Nach seiner Ausbildung zum Industriekaufmann bei einem Energieversorgungsunternehmen studierte er an der FH Sudwestfalen Wirtschaftswissenschaften und schloss 2011 mit dem Grad Bachelor of Arts ab. Seit 2012 studiert er an der FernUniversitat Hagen das Fach Wirtschaftswissenschaften mit dem Ziel Master of Science.Parallel zum Studium arbeitet er im kaufmannischen Bereich eines Energieversorgungsunternehmens."


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Product Details
  • ISBN-13: 9783656088790
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3656088799
  • Publisher Date: 22 Dec 2011
  • Height: 210 mm
  • No of Pages: 94
  • Series Title: German
  • Weight: 136 gr


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