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Location-based Marketing. Der Status quo in Deutschland

Location-based Marketing. Der Status quo in Deutschland

          
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About the Book

Studienarbeit aus dem Jahr 2015 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Private Fachhochschule Göttingen, Sprache: Deutsch, Abstract: In den letzten Jahren gingen die Umsätze des stationären Handels drastisch zurück. Ein Grund dafür ist die zunehmende Verbreitung von Onlineshops, die im Gegensatz dazu wachsende einstellige bis niedrige zweistellige Umsatzzuwächse generieren. Der E-Commerce profitiert von der technischen Weiterentwicklung, der Verbreitung des Internets sowie dem stetigen Ausbau von Breitbandzugängen für alle Haushalte, Altersstufen und soziale Schichten. Mit der Entwicklung von internetfähigen Mobilgeräten wurde das Zeitalter der Smartphones eingeläutet und der Durchbruch für das mobile Shopping geschaffen. Die smarten Begleiter bieten eine breite Fülle an ganz neuen Funktionalitäten wie z. B. der Standortbestimmung durch GPS und Bluetooth, die dem stationären Handel neue Möglichkeiten geben, seine Kunden zurück in die Filialen zu locken. Location-based Marketing heißt das Schlüsselwort, das es dem Handel ermöglichen soll, die Off- und Onlinewelt in Zukunft stärker zu vereinen und Synergiepotenziale aus der Verknüpfung von standortbezogenen, kontextrelevanten, in Echtzeit versendeten Nachrichten und Angeboten zu schöpfen. Diese wissenschaftliche Untersuchung soll einen Überblick über den Status-quo von Location-based Marketing in Deutschland geben. Dazu werden im zweiten Kapitel zunächst die Begrifflichkeiten Location-based Marketing und Location-based Service anhand ihrer konzeptionellen Einordnung in den Kontext definiert und erläutert. Anschließend wird das Potenzial des Marktes für LBS hinsichtlich seiner Anbieter und aktueller Tracking-Technologien aufgezeigt, sowie aktuelle Forschungsergebnisse über das Nutzerverhalten der Konsumenten zu LBS-Anwendungen vorgestellt. Im dritten Teil dieser Arbeit wird der Fokus auf die Branche Handel gerichtet. Als Erstes werden aktuelle Entwicklungen und Trends be


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Product Details
  • ISBN-13: 9783668008830
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 32
  • Series Title: German
  • Weight: 54 gr
  • ISBN-10: 3668008833
  • Publisher Date: 24 Jul 2015
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm


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