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Kundenbindung und Markenführung mittels Eventmarketing

Kundenbindung und Markenführung mittels Eventmarketing

          
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About the Book

Studienarbeit aus dem Jahr 2004 im Fachbereich Medien / Kommunikation - Medienökonomie, -management, Note: unbenotet, Hochschule für Angewandte Wissenschaften Hamburg (Fachbereich Medientechnik), Veranstaltung: Medienmanagement, Sprache: Deutsch, Abstract: "They will forget what you said, but they will never forget how you made them feel." (CARL W. BUECHNER) Nach diesem Prinzip handeln in der heutigen Zeit viele Unternehmen, um sich mit Ihren Produkten durch erlebnisorientierte Marketingstrategien von der Konkurrenz abzuheben. Denn ein breites Angebot an vergleichbaren Produkten die kaum Qualitätsunterschiede aufweisen beschert den Verbrauchern nahezu unendliche Wahlmöglichkeiten. Um den Kunden zum Kauf zu bewegen, genügt es nicht mehr, nur über die Vorzüge der Waren zu informieren. Statt einer produktorientierten Unternehmensführung müssen die Unternehmen marktorientiert handeln, dass heißt, dass die Bedürfnisse der Kunden im Mittelpunkt stehen müssen, um im Wettbewerb erfolgreich zu bleiben. Doch durch die ständige Präsenz von Werbung in allen Medien ist der Verbraucher einer dauerhaften Reizüberflutung ausgesetzt und dadurch nicht mehr in der Lage, die Werbung zu verarbeiten. Die Aufmerksamkeit zu erwecken und zu binden ist eine der zentralen Aufgaben in der Unternehmenskommunikation. Immer mehr Unternehmen nehmen zunehmend davon Abstand, als einziges Kommunikationselement für ihre Werbebotschaften nur die bisher genutzten Push-Medien, bei denen die Werbung ungewollt mit rezipiert werden muss, wie z.B. Fernsehen, Radio und Printmedien, zu nutzen. Stattdessen versuchen sie, durch besondere Aktionen und Veranstaltungen auf sich aufmerksam zu machen und sich so von den anderen abzuheben. Die persönliche Ansprache der Kunden steht bei diesen Aktionen meist im Mittelpunkt. Ein neuer Trend hat sich in der Unternehmenskommunikation durchgesetzt, der unter dem Begriff Eventmarketing immer mehr Verbreitung findet. Mit dem Eventmarketing reagiert die Kommunikationsbranche


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Product Details
  • ISBN-13: 9783656898948
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3656898944
  • Publisher Date: 06 May 2015
  • Height: 210 mm
  • No of Pages: 24
  • Series Title: German
  • Weight: 45 gr


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