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Intelligente Strategien für TK-Dienstleister: Wertschöpfungsnetzwerke in multimedialen Kommunikationswelten

Intelligente Strategien für TK-Dienstleister: Wertschöpfungsnetzwerke in multimedialen Kommunikationswelten

          
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About the Book

Inhaltsangabe: Zusammenfassung: In dieser Arbeit werden Strategien für TK-Dienstleister vorgestellt, die es ermöglichen in einer wettbewerbsintensiven und zunehmend vernetzten sowie von Konvergenz geprägten, multimedialen Welt neue Wertschöpfungsquellen zu erschließen. Besondere Bedeutung ist in diesem Zusammenhang dem Internet zu attestieren. Daher sind neben den damit verbundenen zusätzlichen Wertschöpfungsmöglichkeiten auch die Merkmale eines Online Marketings allgemein zu betrachten. Ferner werden die Entwicklungen im Bereich mobile Telekommunikation hinsichtlich der Möglichkeiten eines Mobil Marketings unter dem Wertschöpfungsaspekt Beachtung finden. Die alles vereinende Entwicklung hin zu einer konvergenten multimedialen Kommunikationswelt soll beschrieben und dort sowohl die Rolle als auch die Chancen der TK-Dienstleister untersucht werden. Im Anschluss an diese Einleitung folgt ein grundlegender Abschnitt, der zuerst den zentralen Betrachtungsgegenstand des Telekommunikationsdienstleisters vorstellt. Dabei werden sowohl die derzeitige Wertschöpfungsstruktur sowie die aktuelle Situation auf dem deutschen Markt für Telekommunikationsdienstleistungen betrachtet. Die Darstellung und auch der Bezugspunkt der Arbeit begrenzen sich auf jene Dienstleister, die im direkten Endkundenkontakt stehen. Weiterer Bestandteil des zweiten Kapitels sind die Veränderungen der Marketingstrategien der letzten Jahrzehnte. Die Entstehung eines Beziehungsmarketings wird skizziert und um Verfahrensweisen und Werkzeuge, die für eine erfolgreiche und effiziente Realisierung unabdingbar sind, ergänzt. Im Mittelpunkt des dritten Kapitels steht das Internet. Nach einer kurzen Erläuterung der Wesenszüge und Besonderheiten des Mediums folgen eine Betrachtung der Verbreitung und Nutzung des Internets. Daraufhin werden Möglichkeiten eines Online Marketings allgemein vorgestellt. Der Nutzer wird als Ausgangspunkt strategischen Handelns im Online Marketing und Internet identifiziert. Im Rahmen


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Product Details
  • ISBN-13: 9783838670386
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 172 gr
  • ISBN-10: 3838670388
  • Publisher Date: 24 Jul 2003
  • Height: 210 mm
  • No of Pages: 124
  • Series Title: German
  • Sub Title: Wertschöpfungsnetzwerke in multimedialen Kommunikationswelten
  • Width: 148 mm


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