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Event- und Erlebnismarketing. SWOT-Analyse eines Marketingevents von Sephora in Dubai 2013

Event- und Erlebnismarketing. SWOT-Analyse eines Marketingevents von Sephora in Dubai 2013

          
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About the Book

Studienarbeit aus dem Jahr 2016 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1, Donau-Universität Krems - Universität für Weiterbildung, Sprache: Deutsch, Abstract: Events werden als kommerzielle Ereignisse, als Mittel zur Unternehmenskommunikation und zur Aktivierung von Zielgruppen immer wichtiger. Durch den Erlebnisfaktor und der hohen emotionalen Ansprache der Teilnehmer hat sich das Event an sich als ein mächtiges Kommunikationsmittel im Marketingkonzept und als überaus beliebt bei den Teilnehmern erwiesen. Die vielfältigen Einsatzmöglichkeiten und Potentiale des Event Marketing ermöglichen es, relevante Zielgruppen zu erreichen, markenrelevante Wirklichkeiten und Erlebniswelten zu konstruieren, Emotionen und Sympathiewerte zu erzeugen und auf diese Weise eine Bindung zwischen Unternehmen und Rezipienten herzustellen. Um ein Event erfolgreich umzusetzen ist es wichtig, eine gute und möglichst genaue Planung des Events und dessen Ablauf auszuarbeiten. Je besser die Vorbereitung auf mögliche Schwierigkeiten und Hindernisse sind, desto einfach können diese auch umgangen werden. Eine Hilfestellung dazu ist vor allem die SWOT Analyse, die im Vorhinein schon mögliche Schwächen und Bedrohungen aufzeigt und systematischen Produkte, Prozesse, Projekte und anderen zu analysierenden Objekte betrachtet. Zu Beginn dieser Arbeit werden kurz die Grundlagen des Marketings im Allgemeinen erklärt, sowie auf die Definition des Event-Marketing eingegangen. In den folgenden Kapiteln wird eine Veranstaltung beschrieben, welche in einem Einkaufszentrum in Dubai 2013 stattgefunden hat. Im Vordergrund stand die Vermarktung einer neuen Produktpalette von Sephora, einer Kosmetikmarke, die eine neue Badekollektion mit neuen Düften auf den Markt brachte. Um möglichst viele Besucher des Einkaufszentrums anzusprechen, wurde verschiedenste "Tools" angewendet. Das Ziel der Veranstaltung war es, die neue Kollektion in einem möglichst kurzen Zeitraum möglichst vielen Bes


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Product Details
  • ISBN-13: 9783668512696
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 254 mm
  • No of Pages: 20
  • Spine Width: 1 mm
  • Width: 178 mm
  • ISBN-10: 3668512698
  • Publisher Date: 30 Aug 2017
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 54 gr


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Event- und Erlebnismarketing. SWOT-Analyse eines Marketingevents von Sephora in Dubai 2013
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