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Heilsbringer "Mobile Couponing"? Chancen und Risiken, Kundenbindung und Geschäftsmodelle von digitalen Coupons in Deutschland

Heilsbringer "Mobile Couponing"? Chancen und Risiken, Kundenbindung und Geschäftsmodelle von digitalen Coupons in Deutschland

          
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About the Book

Studienarbeit aus dem Jahr 2017 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,7, Ostfalia Hochschule für angewandte Wissenschaften Fachhochschule Braunschweig/Wolfenbüttel, Sprache: Deutsch, Abstract: In dieser Arbeit sollen zunächst die Grundlagen von "Mobile Couponing" erläutert werden. Die "Chancen und Risiken" aus Anbieter- und Konsumentensicht der digitalen Form von Couponing werden im einem nachfolgenden Kapitel erläutert. Aussagen aus der Literatur, Studien und Meinungen werden selektiert und nach "Chance" oder "Risko" eingeordnet. Dies geschieht jeweils aus der Anbieter- und Nutzerperspektive. "Mobile Couponing" beschreibt eine Art der Beziehung zwischen Kunden und Anbieter. Diese Chancen und Risiken werden in einem Zwischenfazit zusammengefasst und anschließend kritisiert. Auf diesem Beziehungszusammenhang baut das Kapitel des Kundenbeziehungszyklus auf. In die Kapitel fließen auszugsweise Erkenntnisse aus einem Experteninterview der Firma "Couponiac" mit ein. Die Aussagen der Experten ergänzen bzw. unterstützen jeweils die gesammelten Punkte aus der Literatur. In einem Kundenbeziehungszyklus-Modell wird das Konzept nach Manfred Bruhn anhand einer Beziehung zwischen Unternehmen und Kunden dargestellt. Auf diesem Konzept baut Ralf Kreutzer auf und kategorisiert Couponing in angewandter durch die verschiedenen Beziehungsphasen des Modells. Dieses Konzept stellt den Kundenbeziehungszyklus im Rahmen des angewandten Marketings dar. Ergänzt werden die Aussagen von Kreutzer durch aktuelle Erkenntnisse aus dem Bereich "Mobile Couponing" aus dem Kapitel "Chancen" und "Risiken". Dieser Kundenbeziehungszyklus erläutert die verschiedenen Erwartungshaltungen und Ziele aus Sicht von Kunde und Anbieter. Das Modell wird im Anschluss zusammengefasst und kurz kritisiert. Nach der Beschreibung der unterschiedlichen Erwartungshaltungen von Kunde und Anbieter werden anschließend ausgewählte Abrechnungsmodelle aus der Lite


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Product Details
  • ISBN-13: 9783668480735
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 60
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3668480737
  • Publisher Date: 14 Jul 2017
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 91 gr


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