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Internetmarketing als Kommunikationsmethode zur Kundenakquisition

Internetmarketing als Kommunikationsmethode zur Kundenakquisition

          
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About the Book

Diplomarbeit aus dem Jahr 2008 im Fachbereich Psychologie - Arbeit, Betrieb, Organisation, Note: 2,00, Universität Passau, Sprache: Deutsch, Abstract: Kein Massenmedium hat sich je schneller verbreitet als das Internet (Weichselgartner & Baier, 2007, S. 178). Dieses Medium schrieb Erfolgsgeschichten wie die von Google, ein Internetunternehmen, das sich zur einflussreichsten Marke weltweit entwickelt hat (Wiedmaier, 2007, S. 36). Google kam innerhalb von wenigen Jahren eine derartige Bedeutung zu, dass mittlerweile das Verb "googlen" sogar seinen Platz im Duden gefunden hat (Schmidt-Mänz, 2007, S. 201). Damit ist das amerikanische Unternehmen maßgeblich mitverantwortlich für Werbemaßnahmen, die schneller wachsen als dies irgendeine andere Werbeform je zuvor getan hat (Harrer, 2004). Das rasante Wachstum macht deutlich, dass bereits viele Unternehmen die Vorteile des Internets nutzen. Abgesehen von Kosteneinsparungen, kann hierbei die schnelle Kommunikation und die Möglichkeit Neukunden zu akquirieren hervorgehoben werden. Das Streben nach Bequemlichkeit und die gleichzeitige Verfügbarkeit bei der Suche nach Produkten und Dienstleistungen lassen den Umsatz im Internet weiter anwachsen. Darüber hinaus proklamieren neue Ansätze die Abkehr von Massenmarketing, wobei sich online besonders interaktive Möglichkeiten für die Markenprofilierung und -führung eröffnen. Grundsätzlich gilt für das Marketing, dass die Geschäftsidee oder das Produkt eine so genannte Unique Selling Proposition (USP), also ein verkaufsentscheidendes Argument, besitzen muss. Dieses Argument muss sich durch Differenzierung gegenüber den Konkurrenzprodukten kennzeichnen und vor allem eine dominierende Stellung in der Psyche der Konsumenten innehaben. Trotz geht einen Schritt weiter und schließt daraus, dass eine entsprechende Markenpositionierung weniger mit der Betonung spezifischer Leistungseigenschaften und der Option der Individualisierbarkeit, als vielmehr mit der Herrausstellung der aktuellen


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Product Details
  • ISBN-13: 9783640386451
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 132
  • Series Title: German
  • Weight: 181 gr
  • ISBN-10: 3640386450
  • Publisher Date: 01 Aug 2009
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Width: 148 mm


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