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Ende des Verkaufsschlagers: Kritische Analyse zur These des Long Tails unter der Beachtung von Big Data Verfahren und dem Ansatz des Tipping Points

Ende des Verkaufsschlagers: Kritische Analyse zur These des Long Tails unter der Beachtung von Big Data Verfahren und dem Ansatz des Tipping Points

          
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About the Book

Chris Anderson beschreibt in seinem Buch "The Long Tail" die zunehmende Bedeutung für Nischenartikel und damit das mögliche Ende von Bestsellern. Wenn Anderson Recht behält, ist es vorstellbar, dass Verbraucher ihr Konsumverhalten individueller entwickeln können als zuvor und somit Hits, die allgemein bekannt sind, langsam abklingen. Diese Ansicht scheint allerdings, mit Betrachtung auf neue Auswertungsmethoden durch Big Data Verfahren, überholt zu sein. Hierbei handelt es sich um die Verarbeitung von großen Datenmengen. Mittels dieses Verfahrens ist man in der Lage, das Konsumverhalten sämtlicher Käufer zu analysieren und somit näher auf diese einzugehen. Diese Aussicht gibt Anlass, die Theorie von Anderson in Frage zu stellen. Des Weiteren hat der Journalist und Unternehmensberater Malcolm Gladwell bereits 2000 Ansätze in seinem Buch "Tipping Point - Wie kleine Dinge Großes bewirken können" veröffentlicht, die Aufschluss darüber geben, wie Trends gesetzt werden können. Bei der Kombination von Big Data Verfahren und den Ansätzen des Tipping Points kann angenommen werden, dass Andersons Theorie untergraben werden kann und nicht mehr tragfähig ist.
About the Author: Robert Göhmann, B.A., wurde 1984 in Gifhorn geboren. Während des Studiums zum Medienmanagement wuchs das Interesse für die Themenschwerpunkte Medienkommunikation, Unternehmenskommunikation, Markenbildung und Marketing. Fasziniert von diesen Lehrinhalten, unterstütze der Autor die Firma Volkswagen AG für ca. ein Jahr im Bereich Event Kommunikation. Derzeit vertieft der Medienmanager sein Wissen in einem weiterführenden Studium.


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Product Details
  • ISBN-13: 9783958203105
  • Publisher: Bachelor + Master Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Kritische Analyse zur These des Long Tails unter der Beachtung von Big Data Verfahren und dem Ansatz des Tipping Points
  • Width: 178 mm
  • ISBN-10: 3958203108
  • Publisher Date: 12 Jan 2015
  • Height: 254 mm
  • No of Pages: 76
  • Spine Width: 4 mm
  • Weight: 149 gr


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Ende des Verkaufsschlagers: Kritische Analyse zur These des Long Tails unter der Beachtung von Big Data Verfahren und dem Ansatz des Tipping Points
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