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Guerilla-Marketing ein wirkungsvolles Instrument im B2B? Chancen, Grenzen und praktische Einsatzmöglichkeiten

Guerilla-Marketing ein wirkungsvolles Instrument im B2B? Chancen, Grenzen und praktische Einsatzmöglichkeiten

          
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About the Book

Masterarbeit aus dem Jahr 2017 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,0, Ostfalia Hochschule für angewandte Wissenschaften Fachhochschule Braunschweig/Wolfenbüttel, Sprache: Deutsch, Abstract: Einer der wichtigen Zielsetzungen in jedem Unternehmen ist ein erfolgreicher Absatz seiner Produkte und Dienstleistungen auf dem Markt. Seit den 90er Jahren schreitet das Homogenisieren der Produkte weiter voran, sodass eine Vielzahl an Waren und Dienstleistungen einfacher austauschbar werden. Dabei findet ein Wandel von einem Produktwettbewerb zu einem Kommunikationswettbewerb statt. Um diesen Kommunikationswettbewerb zu bestehen, streben die Unternehmen nach einer Differenzierung über den Auftritt nach außen. Mit Hilfe des Marketings versuchen die Unternehmen für sich die Wettbewerbsvorteile auf dem Markt zu generieren. Dabei nimmt die Kommunikationspolitik als wesentlicher Element im Marketing-Mix eine zentrale Rolle ein. Im Jahr 2011 wurden in Deutschland fast 60 Mrd. Euro für Werbung und Kommunikation ausgegeben. Die Tendenz ist Jahr für Jahr steigend. Das hieraus resultierende Werbeaufkommen ist gigantisch. Täglich werden die Konsumenten mit über 1000 Werbeanzeigen in Zeitschriften und 7000 Werbespots im Fernsehen konfrontiert. Das Internet sorgt für weitere zahlreiche Berührungspunkte. Die Verbraucher stehen dieser Entwicklung zunehmend kritischer gegenüber. Folglich werden seit Jahren über 98 % aller von den Medien angebotenen Informationen nicht beachtet. Die Informationsüberflutung und hohe Kosten der Marktkommunikation stellen vor allem die kleinen und mittelständischen Unternehmen vor großen Herausforderungen Ihre Kunden gezielt zu erreichen. Auf den hart umkämpften Märkten mit individuellen Kundenbedürfnissen, sowie stark austauschbaren Produkten und Dienstleistungen müssen die Unternehmen mit unkonventionellen und außergewöhnlichen Maßnahmen um Ihre Zielgruppe buhlen. In den letzten Jahren aufgrund diesen Entwicklungen wird e


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Product Details
  • ISBN-13: 9783668513495
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 104
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 366851349X
  • Publisher Date: 30 Aug 2017
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 145 gr


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Guerilla-Marketing ein wirkungsvolles Instrument im B2B? Chancen, Grenzen und praktische Einsatzmöglichkeiten
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