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Entwicklung einer Kommunikationskampagne für ein Hygieneprodukt. Fokus auf der Teilzielgruppe der Lifestyle-Minimalisten in Deutschland

Entwicklung einer Kommunikationskampagne für ein Hygieneprodukt. Fokus auf der Teilzielgruppe der Lifestyle-Minimalisten in Deutschland

          
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About the Book

Masterarbeit aus dem Jahr 2018 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, FOM Hochschule für Oekonomie & Management gemeinnützige GmbH, Köln, Sprache: Deutsch, Abstract: Folgende Forschungsfrage wird in der vorliegenden Arbeit untersucht: Mit welchen Methoden und welchem konzeptionellen Aufbau einer Kampagne kann eine Teilzielgruppe der Lifestyle-Minimalisten, als bewusste Konsumenten, durch eine passgenaue Kommunikationskampagne zum Kauf eines Produktes animiert werden? Die Zielsetzung der Arbeit gliedert sich in Haupt- und Unterziel. Hauptziel ist die Entwicklung einer Kommunikationskampagne für ein Hygieneprodukt eines ausgewählten Herstellers bezogen auf eine, im Zuge der Arbeit ausgewählte und beschriebene, Teilzielgruppe: die Lifestyle-Minimalisten. Die Abgrenzung der Teilzielgruppe ist das Unterziel der vorliegenden Arbeit. Die Segmentierung dieser Zielgruppe erfolgt auf der Grundlage verschiedener Quellen (Literatur und qualitative Interviews) und unter Nutzung von im Vorfeld definierten, Produkt- und Lifestylebezogenen, relevanten Parametern. Die heutige Wohlstandsgesellschaft entwickelt völlig neue Formen der Lebensgestaltung. Die Tatsache, dass durch Digitalisierung, verbesserte Infrastruktur und allgemeinen Wohlstand in vielen Teilen der Welt fast jedes Produkt erreichbar ist, führt in einigen Gesellschaftsbereichen zu einer Rückbesinnung: eine Rückbesinnung auf bewussten Konsum. Einen Konsum, der darauf ausgelegt ist, nur in die Produkte zu investieren, die die Anforderungen der betreffenden Konsumenten u.a. nach Funktionalität und Langlebigkeit erfüllen. Dieser Lebenswandel erfüllt somit den Wunsch, statt eines möglicherweise impulsiv erworbenen Bestandes an Produkten einer ähnlichen Funktionalität nur ein Produkt zu besitzen, das alle Anforderungen erfüllt. Die Reduktion von Besitz geht gleichfalls mit einer Reduktion von Entscheidungen einher. Wer nur ein Hilfsmittel für eine Aktion besitzt, das einwandfrei funkt


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Product Details
  • ISBN-13: 9783346363855
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 88
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3346363856
  • Publisher Date: 07 Feb 2021
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 127 gr


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Entwicklung einer Kommunikationskampagne für ein Hygieneprodukt. Fokus auf der Teilzielgruppe der Lifestyle-Minimalisten in Deutschland
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Entwicklung einer Kommunikationskampagne für ein Hygieneprodukt. Fokus auf der Teilzielgruppe der Lifestyle-Minimalisten in Deutschland
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