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Erstellung eines ganzheitlichen crossmedialen Marketingkonzeptes

Erstellung eines ganzheitlichen crossmedialen Marketingkonzeptes

          
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About the Book

Studienarbeit aus dem Jahr 2018 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,0, Hochschule für angewandtes Management GmbH, Veranstaltung: Besonderheiten der Branche und ihre wirtschaftspsychologischen Auswirkungen auf das Management, Sprache: Deutsch, Abstract: Gerhard Zeiler, ein österreichischer Medien Manager der damals als Generalintendant für das ORF arbeitete sah bereits 1994 die digitale Revolution voraus. Der Großteil der deutschen Industrie und Unternehmen brauchte jedoch für diese Erkenntnis deutlich länger. Mittlerweile wurde erkannt, dass die digitale Revolution fast alle gesellschaftlichen Bereiche deutlich verändert hat und in rasantem Tempo noch weiter verändern wird. Wer sich also der sogenannten "vierten Industriellen Revolution" nicht schnellstmöglich anpasst, der wird sich nicht mehr lange auf dem Markt behaupten können. Heutzutage wird alles digitalisiert was digitalisiert werden kann. Die Konsumenten werden durchgehend mit neuen Informationen gefüttert, so dass sich bei dem ein oder anderen durch den Überfluss in einigen Situationen eine gewisse Skepsis entwickelt, wenn Angebote zu gut scheinen um wahr zu sein. Doch auch ein rund um gutes Produkt oder eine Dienstleistung reichen heutzutage ebenfalls oft nicht mehr aus, um potentielle Kunden zum tatsächlichen Kauf zu überzeugen. Die Standards der Firmen passen sich ständig den neuen Gegebenheiten an, wodurch es für Kunden schwer ist überhaupt noch einen Unterschied zu erkennen. Denn das breite Angebot an Kommunikationskanälen egal ob Offline über klassische Werbetafeln oder Online über Pop-Ups, überreizt die Kunden ständig mit einer riesigen Menge an Informationen. Hier spricht man auch vom sogenannten "Informations-Overkill". Dabei ist die Distanz welche die Informationen zurücklegen müssen nebensächlich geworden. Im Gegensatz zu 1994 ist die Welt mittlerweile so stark international vernetzt, dass es zumindest in dieser Hinsicht kaum Grenzen gibt, man denke an Streami


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Product Details
  • ISBN-13: 9783668835481
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 30
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3668835489
  • Publisher Date: 05 Nov 2018
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 54 gr


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Erstellung eines ganzheitlichen crossmedialen Marketingkonzeptes
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