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Interaktives Marketing und Web 2.0. Grundlagen und Potenziale

Interaktives Marketing und Web 2.0. Grundlagen und Potenziale

          
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About the Book

Diplomarbeit aus dem Jahr 2011 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Universität Kassel (Fachgebiet Controlling und Organisation), Sprache: Deutsch, Abstract: Was hat ein Video von einer zuckerfreien Limonade und einem Kaubonbon, welches als Werbekampagne auf einen Wert von 10 Millionen US Dollar geschätzt wird, mit dem Erfolg eines Modeunternehmens namens Threadless gemein? Beide Fälle haben ihren Ursprung im Web 2.0 und sind Beispiele für einen Wandel des Marketing und die Mitwirkung des Kunden. Sie kreieren eigene Werbespots für Unternehmen, stellen Unternehmen an den Pranger oder übernehmen wie im Fall Threadless das Modedesign, die Auswahl von Produkten und die Präsentation als Models. Handelt es sich bei dem Web 2.0 also um eine Chance für Marketing und Unternehmensführung oder ist es eine Gefahr, welcher Unternehmen machtlos und ver-unsichert gegenüber stehen? Im Kontext des Marketing sind besonders die Entwicklungen im Web 2.0 zu einem emanzipierten Kunden zu nennen, welcher die Kontrolle im Marketing übernimmt und in den Mittelpunkt des Interesses rückt, damit aber auch gleichzeitig allgemeingültige Regeln im Marketing außer Kraft setzen kann. Kommunikationspolitik wird nicht mehr durch Unternehmen alleine bestimmt, vielmehr bestimmen Kunden die Verbreitung von Kommunikation. Produkte werden nicht mehr alleine von Firmen entwickelt oder individualisiert, denn Kunden schal-ten sich selbst in den Wertschöpfungsprozess ein. Auf den ersten Blick wirkt dies wie ein Kontrollverlust des Marketing, auf den zweiten Blick ist es aber eine große Chance durch die interaktive Einbindung des Konsumenten bisher unentdeckte Potentiale im Markt zu verwirklichen. In der vorliegenden Arbeit werden die Potentiale des Web 2.0 für das interaktive Marketing herausgearbeitet, um eine Basis für Handlungsoptionen zu schaffen. Dazu werden die Grundlagen des Web 2.0 im Kontext des interaktiven Marketing dargestellt. Eingrenzend gilt zu erwähnen, dass


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Product Details
  • ISBN-13: 9783640922390
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3640922395
  • Publisher Date: 23 May 2011
  • Height: 210 mm
  • No of Pages: 76
  • Series Title: German
  • Weight: 113 gr


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