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Gegen den Trend?! Möglichkeiten und Grenzen des Proaktiven Marketings in der Rezession

Gegen den Trend?! Möglichkeiten und Grenzen des Proaktiven Marketings in der Rezession

          
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About the Book

Bachelorarbeit aus dem Jahr 2018 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Johann Wolfgang Goethe-Universität Frankfurt am Main, Sprache: Deutsch, Abstract: Ziel dieser Arbeit ist es, mithilfe bestehender Erkenntnisse aus der Forschung die allgemeine (Veränderung der) Effektivität von Marketingausgaben während einer Rezession zu erörtern und Faktoren, die eine proaktive Reaktion auf gesunkene Produktion und Nachfrage begünstigen, zu sammeln und darzustellen. Die resultierenden Ergebnisse sollen Managern dabei helfen, die eigene individuelle Situation zu bewerten, um in Zukunft trotz Rezession zielgerichtet zum Unternehmenserfolg beitragen zu können. Die Arbeit gliedert sich dabei wie folgt: Zu Beginn werden die wichtigsten Veränderungen, sowohl auf der Angebots- als auch auf der Nachfrageseite aufgeführt, die sich im Zuge der Rezession ergeben. Weiterhin wird ihr Einfluss auf die Effektivität einer proaktiven Strategie bewertet. Diese Veränderungen sollen als theoretische Verständnisgrundlage dienen, auf die im Laufe der Arbeit zurückgegriffen werden kann. Anschließend folgt ein Literaturüberblick, in dessen erstem Teil bedeutende Studien und verbundene Erkenntnisse zur Profitabilität und Effektivität proaktiver Marketingstrategien aufgezeigt und miteinander verbunden werden. Der zweite Teil befasst sich mit Faktoren, die einen positiven oder negativen Einfluss auf die Effektivität von Marketingmaßnahmen in der Rezession aufweisen. In der abschließenden Diskussion werden erhaltene Einsichten gebündelt dargestellt und die Grenzen des Proaktiven Marketings aufgezeigt, bevor auf Implikationen für Manager, die sich aus der Arbeit ergeben, und interessante Aspekte für die zukünftige Forschung eingegangen wird. Im Laufe der gesamten Arbeit liegt der Fokus dabei klar auf den marketingstrategischen Schlüsselinstrumenten Werbung (als bestuntersuchtes Forschungsgebiet) und Preis.


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Product Details
  • ISBN-13: 9783346392855
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 36
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3346392856
  • Publisher Date: 16 Mar 2021
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 59 gr


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