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Influencer Marketing im B2B Markt. Eine Untersuchung mit Case Study

Influencer Marketing im B2B Markt. Eine Untersuchung mit Case Study

          
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About the Book

Bachelorarbeit aus dem Jahr 2019 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,3, Hochschule für angewandtes Management GmbH, Sprache: Deutsch, Abstract: Welche Erfolge lassen sich durch das Influencer Marketing im B2B Umfeld erzielen und wie kann hier eine Messung anhand von Kennzahlen erfolgen? Diese Fragen sind im Zusammenhang mit der Thematik Influencer Marketing im B2B Markt wichtig und sollen nun näher betrachtet werden. Zu Beginn der Arbeit werden die essentiellen Begrifflichkeiten um das Thema Influencer erläutert, um eine Basis für diese Arbeit zu legen. Es soll nach diesem Kapitel ein Verständnis darüber herrschen, was einen Influencer ausmacht und wie er sich in die Gesamtbegrifflichkeiten der Multiplikatoren einzuordnen ist. Im Anschluss daran wird betrachtet, welche Unterscheidungen sich in den medialen Inhalten ausmachen lassen und welche Arten von Influencer in der Kommunikation auszumachen sind. Danach erfolgt eine Einordnung des Influencer Marketings in den Marketing Mix eines Unternehmens und vorab eine Definition des Influencer Marketings, die die Frage nach der Trennung von Influencer Marketing und Influencer Relations aufwirft und wie sich dies von der klassischen PR abgrenzen lässt. Die B2B Kommunikation unterliegt einigen Besonderheiten, die darauf erörtert werden sollen. Mit der Integration des Influencer Marketings in die B2B Kommunikation und der Messung von Erfolgen ist der theoretische Teil der Arbeit vollendet und es kann in die Case Study übergeleitet werden. Schlussendlich findet eine Diskussion mit Fazit zur Fragestellung statt.


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Product Details
  • ISBN-13: 9783346400772
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 56
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3346400778
  • Publisher Date: 29 Mar 2021
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 86 gr


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