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Internationales Marketing mit dem Internet - Möglichkeiten und Grenzen dargestellt am Beispiel der Investitionsgüterindustrie

Internationales Marketing mit dem Internet - Möglichkeiten und Grenzen dargestellt am Beispiel der Investitionsgüterindustrie

          
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About the Book

Diplomarbeit aus dem Jahr 1998 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 2, Universität der Bundeswehr München, Neubiberg, Sprache: Deutsch, Abstract: Während in den 80er Jahren Qualität, technologisches Know-how und exzellente Fertigung die Basis internationaler Wettbewerbsfähigkeit waren, wird in den kommenden Dekaden die überlegene Fähigkeit von Unternehmen bei der zeitgerechten Vermarktung eine Rolle spielen (Hanfeld 1997, S. 3). Wesentliche Erfolgsfaktoren werden somit die effiziente, flexible und schnelle Vermarktung von Produkten in unternehmensspezifischen Weltmärkten sein. Dies gilt insbesondere für die Investitionsgüterindustrie, da oft eine nationale Marktausrichtung aufgrund begrenzter Abnehmerzahlen auf dem heimischen Markt nicht möglich ist (Backhaus/Voeth 1995, S. 388 f.). Das Internet stellt hierfür eine gute Basis dar, internationales Marketing effizient, flexibel und schnell durchzuführen. Die Basisdienste des Internet, E-mail und World Wide Web, aber auch Diskussionsforen wie Mailing lists und Usenet Newsgroups bieten für die internationale Vermarktung Möglichkeiten, die früher kaum vorstellbar waren (Hamill 1997, S. 306 ff.). Die zunehmende weltweite Vernetzung der Unternehmen macht insbesondere für den Business-to-Business-Bereich vielfältige Einsatzgebiete deutlich (Thome/ Schinzer 1997, S. 9). Zu diesem Sachverhalt lassen sich in der Literatur bisher aber nur generelle Aussagen finden, so daß für das internationale Marketing im Internet, speziell für die Investitionsgüterindustrie, derzeit keine vertiefende Literatur zu diesem Thema zur Verfügung steht. Aus diesem Grunde erscheint es notwendig, sich mit dieser Thematik auseinanderzusetzen.


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Product Details
  • ISBN-13: 9783867461221
  • Publisher: Examicus Publishing
  • Publisher Imprint: Examicus Publishing
  • Height: 210 mm
  • No of Pages: 110
  • Series Title: German
  • Weight: 154 gr
  • ISBN-10: 3867461228
  • Publisher Date: 28 Jul 2012
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Width: 148 mm


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