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Guerilla Marketing. Einzelkämpfer Im Dschungel Der Werbelandschaft

Guerilla Marketing. Einzelkämpfer Im Dschungel Der Werbelandschaft

          
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About the Book

Studienarbeit aus dem Jahr 2005 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 2,0, Zeppelin University Friedrichshafen (Departement Cultural & Communication Management), Veranstaltung: Einführung in die Medienwissenschaften, 23 Quellen im Literaturverzeichnis, Sprache: Deutsch, Abstract: Marketing spielt heutzutage in fast jedem Unternehmen eine Rolle. 2004 wurden 18,2 Mrd. in Deutschland an Bruttowerbeinvestitionen für Marketing ausgegeben. Und trotz aller Budgetkürzungen, im Jahre 2000 waren es noch 18,5 Mrd, gewinnt Marketing immer noch an Bedeutung, und befindet sich momentan in einer Phase der langsamen Erholung. Aber was ist Marketing eigentlich? Aus Sicht der Betriebswissenschaftler wird Marketing folgendermassen definiert: "Erstens versteht man darunter eine bestimmte Denkhaltung, die im betrieblichen Handeln zum Ausdruck kommt. Zweitens will man damit ein betriebswirtschaftliches Aufgaben- oder Problemgebiet abgrenzen. Es handelt sich dabei um eine unternehmerische Funktion wie beispielsweise die Produktion oder die Finanzierung." Der Aspekt der ausdrücklichen Bewerbung, wie Marketing allgemein hauptsächlich verstanden wird, ist hierbei noch gar nicht vorgesehen. Durch die Definition des sogenannten Marketing-Mix 1967 von McCarthy wurde dies behoben. Der Marketing-Mix definiert sich über die vier Ps: Product, Price, Promotion und Place. Diese vier Punkte integrieren neben Preis- und Produkpolitik auch die Kommunikations- und Vertriebspolitik, in denen die Teilbereiche Werbung und Verkauf eingeschlossen sind. Marketing ist allerdings ausgeufert. Jay Conrad Levinson geht davon aus, dass: "Wenn Sie über all das Geld verfügen könnten, das jedes Jahr für Marketingmassnahmen verschwendet wird, wären Sie reicher als Bill Gates und Warren Buffet zusammen. [...] Und ihre Einnahmen würden Jahr für Jahr steigen, weil jährlich mehr Geld für Marketingaktivitäten verschwendet als investiert wird." Schon Henry Ford sa


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Product Details
  • ISBN-13: 9783638813617
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: Y
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3638813614
  • Publisher Date: 02 Nov 2007
  • Height: 210 mm
  • No of Pages: 38
  • Series Title: German
  • Weight: 63 gr


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