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Möglichkeiten und Grenzen des Directmarketing für modische Produkte

Möglichkeiten und Grenzen des Directmarketing für modische Produkte

          
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About the Book

Inhaltsangabe: Einleitung: Direktmarketing gewinnt seit geraumer Zeit im Vergleich zum klassischen Marketing immer mehr an Bedeutung. Angesichts veränderter Marktbedingungen sind die Unternehmen zunehmend gezwungen, die Kundenbedürfnisse immer individueller zu befriedigen, um wirtschaftlichen Erfolg zu haben. Der Kunde muß als Partner verstanden werden, mit dem das Unternehmen zusammenarbeitet, um so seine individuellen Wünsche optimal befriedigen zu können. Das Direktmarketing bietet hierfür eine Reihe von Möglichkeiten bzw. diverse Instrumente. Ziel dieser Arbeit ist es, die Möglichkeiten und Grenzen des Direktmarketing für modische Produkte aufzuzeigen. Dabei stellt die Zielgruppencharakterisierung für modische Produkte das Hauptproblem dar. Wenn man die Untersuchung auf eine bestimmte modische Produktgruppe beschränken würde, wäre eine wesentlich detailliertere Zielgruppencharakterisierung möglich, und somit auch eine detailliertere Prüfung der einzelnen Instrumente. In dieser Arbeit sind hingegen die spezifischen Merkmale und Eigenschafen modischer Produkte im allgemeinen herauszuarbeiten. Unter Berücksichtigung dieser Merkmale und Eigenschaften sowie der rechtlichen Rahmenbedingungen des Direktmarketing wird dann untersucht, welche kommunikations-, distributions-, produkt- und preispolitische Direktmarketinginstrumente sinnvoll eingesetzt werden können. Gang der Untersuchung: Um die Möglichkeiten und Grenzen des Direktmarketing bei modischen Produkten detailliert darstellen zu können, bedarf es zunächst einiger konzeptioneller Grundlagen. Im z. Abschnitt wird dafür zunächst auf das Direktmarketing eingegangen. Es erfolgt eine grundlegende Darstellung des Konzeptes des Direktmarketing und es wird die dieser Arbeit zugrunde liegende Definition vorgestellt. Im 3. Abschnitt werden die gleichen Untersuchungen und Darstellungen für das Phänomen (der) Mode durchgeführt. Den Hauptteil der Arbeit bildet der 4. Abschnitt. Hier werden zunächst die rechtlichen Rah-menbe


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Product Details
  • ISBN-13: 9783838622439
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 383862243X
  • Publisher Date: 22 Mar 2000
  • Height: 210 mm
  • No of Pages: 68
  • Series Title: German
  • Weight: 100 gr


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