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Location-based Services. Mobiles Marketing. Potenzial für lokale Geschäfte und Unternehmen: Konzeption einer Marketingkampagne mit Foursquare in Istanbul

Location-based Services. Mobiles Marketing. Potenzial für lokale Geschäfte und Unternehmen: Konzeption einer Marketingkampagne mit Foursquare in Istanbul

          
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About the Book

Bachelorarbeit aus dem Jahr 2010 im Fachbereich BWL - Sonstiges, Note: 1,3, Hochschule der Medien Stuttgart (Electronic Media), Sprache: Deutsch, Abstract: Der Autor setzt sich in der vorliegenden Arbeit mit den Location-based Services (LBS) und dem Mobile Geosocial Network Service (MGSNS) Foursquare, dem Location-based Marketing (LBM) und dem lokalen Markt in Istanbul (als geografischer Untersuchungsraum) auseinander. Der Autor verfolgt in der Arbeit die Überprüfung des Potenzials von LBSs für das Mobile-Marketing von lokalen Geschäften bzw. Unternehmen anhand des MGSNS Foursquare und entwickelt im Anschluss ein Konzept für eine LBM-Kampagne mit Foursquare in Istanbul. Dahingehend werden LBSs und der MGSNS Foursquare zunächst isoliert betrachtet und dann im Hinblick auf das Mobile-Marketing sowie das LBM im Hinblick auf den lokalen Markt in Istanbul analysiert. Dazu wird die Untersuchung des MGSNS Foursquare hinsichtlich des strategischen Erfolgsfaktors (SEF) Produkt und Service angestellt, die integrierende Analyse von dem Potenzial von LBSs für das Mobile-Marketing und von LBM anhand des MGSNS Foursquare hinsichtlich des SEF LBM-Methodik unternommen sowie das LBM mit Foursquare auf dem lokalen Markt in Istanbul und im relevanten Umfeld hinsichtlich des SEF Marktsituation untersucht. Eine Umfrage unter Foursquare-Nutzern in Istanbul und die Erhebung von quantitativen Daten zur Foursquare-Nutzung in Istanbul sind Bestandteil der Forschungsarbeit. Des Weiteren kam die Fallstudienmethode zum Einsatz, wobei in der Praxis relevante LBM-Kampagnen exemplarisch dargestellt wurden. In der Arbeit stellt der Autor während der Untersuchung passend zu den SEF die jeweiligen kritischen Erfolgsfaktoren heraus. Darauf aufbauend wird die LBM-Kampagne konzipiert. Stichworte: Location-based Services, Location-based Marketing, Mobile-Marketing, Foursquare, Check-in, Mobile Geosocial Network Services, Informations- und Kommunikationstechnologie, Geografische Informationssysteme, Go


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Product Details
  • ISBN-13: 9783640714230
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Weight: 204 gr
  • ISBN-10: 3640714237
  • Publisher Date: 01 Oct 2010
  • Height: 210 mm
  • No of Pages: 148
  • Series Title: German
  • Sub Title: Konzeption einer Marketingkampagne mit Foursquare in Istanbul
  • Width: 148 mm


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Location-based Services. Mobiles Marketing. Potenzial für lokale Geschäfte und Unternehmen: Konzeption einer Marketingkampagne mit Foursquare in Istanbul
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Location-based Services. Mobiles Marketing. Potenzial für lokale Geschäfte und Unternehmen: Konzeption einer Marketingkampagne mit Foursquare in Istanbul
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