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Erstellung eines Online-Marketing Konzepts für den Onlineshop ProKatura: Mit dem Schwerpunkt auf Gestaltung des Instrumenten- und Maßnahmenmix

Erstellung eines Online-Marketing Konzepts für den Onlineshop ProKatura: Mit dem Schwerpunkt auf Gestaltung des Instrumenten- und Maßnahmenmix

          
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About the Book

Diplomarbeit aus dem Jahr 2010 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,0, Hochschule Pforzheim, Sprache: Deutsch, Abstract: Gegenstand der vorliegenden Diplomarbeit ist die Ausarbeitung eines Online-Marketing Konzepts für den Online-Shop Prokatura. Die Bedeutung des Online- Marketings nimmt laufend zu, was sukzessive auch von Großunternehmen realisiert wird, die ihre Marketing-Budgets vermehrt aus den klassischen Kanälen ins Online-Marketing umschichten. Aber nicht nur für Großunternehmen bietet Online-Marketing hervorragende Möglichkeiten die Zielgruppe ohne große Streuverluste zu erreichen. Vor allem für kleine und mittlere Unternehmen bietet es nie dagewesene Chancen. Doch woher kommt dieser sich zutragende Wandel? Vornehmlich aus dem sich stark ändernden Mediennutzungsverhalten der Gesellschaft. Somit sind besonders Unternehmen, deren Zielgruppen Jugendliche und junge Erwachsene sind, gezwungen über das Internet mit diesen zu kommunizieren. Grund hierfür ist, dass sich diese Gruppen von den klassischen Massenmedien Print und TV abwenden und sich fast ausschließlich im Internet informieren. Wer diese Zielgruppen ansprechen will, kommt damit nicht umher im Internet für sein Produkt bzw. Dienstleistung zu werben. Die Ziele, die mit Online-Marketing erreicht werden sollen, sind so vielfältig wie die Instrumente, die bei der Erreichung dieser Ziele eingesetzt werden können. Wurde das Internet vor wenigen Jahren von Unternehmen nur dazu genutzt Banner zu schalten, um einen Branding-Effekt zu erzielen, haben sich die Instrumente in vielfältiger Weise entwickelt. Heutzutage sind Suchmaschinenmarketing oder Affiliate-Marketing nicht selten die "Umsatzbringer" überhaupt. Dies gilt vor allem für Unternehmen, die ihr Kerngeschäft im Internet haben, den Online-Shops. Allerdings sehen diese einem verstärkten Konkurrenzdruck entgegen, der einen strategischen Marketing-Ansatz nötig macht, um sich in diesem Umfeld behaupten zu können. Der Schwerpu


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Product Details
  • ISBN-13: 9783640636310
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Weight: 131 gr
  • ISBN-10: 3640636317
  • Publisher Date: 24 Jul 2010
  • Height: 210 mm
  • No of Pages: 94
  • Series Title: German
  • Sub Title: Mit dem Schwerpunkt auf Gestaltung des Instrumenten- und Maßnahmenmix
  • Width: 148 mm


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Erstellung eines Online-Marketing Konzepts für den Onlineshop ProKatura: Mit dem Schwerpunkt auf Gestaltung des Instrumenten- und Maßnahmenmix
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Erstellung eines Online-Marketing Konzepts für den Onlineshop ProKatura: Mit dem Schwerpunkt auf Gestaltung des Instrumenten- und Maßnahmenmix
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