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Marketingkonzept. Markenführung und Entwicklung durch Mundpropaganda am Beispiel von Starbucks

Marketingkonzept. Markenführung und Entwicklung durch Mundpropaganda am Beispiel von Starbucks

          
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About the Book

Bachelorarbeit aus dem Jahr 2022 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Rheinische Fachhochschule Köln, Sprache: Deutsch, Abstract: Das Ziel dieser vorliegenden Arbeit ist es, die Entstehung und Verbreitung sowie die Entwicklung der Mundpropaganda zu definieren und zu ermitteln, wie es Starbucks gelungen ist, ohne Verwendung von klassischer Werbung, sondern ausschließlich durch den Einsatz von Mundpropaganda eine weltweit bekannte Marke zu führen und zu entwickeln. Diesbezüglich soll erarbeitet werden, ob tatsächlich lediglich der Einsatz von Mund-zu-Mund-Propaganda diesen Erfolg erzielt hat oder zugleich die Weiterentwicklung der Mundpropaganda durch digitale Mundpropaganda oder Viral Marketing. Fernerhin soll die vorliegende Arbeit ermitteln, wie eine emotionale Bindung zwischen der Marke und dem Konsumenten zustande kommt, sodass positive Mundpropaganda erzeugt wird und Kunden mithin bereit sind, weitaus mehr als den üblichen Preis für einen Kaffee zu zahlen. Die Arbeit soll zeigen, durch welche Strategien positive Mundpropaganda gefördert werden kann und wie wichtig die Kommunikation für Unternehmen ist. Die theoretischen Ansätze sollen anhand einer empirischen Untersuchung mittels einer Onlineumfrage bestätigt werden und darstellen, ob diese auch in der Realität zutreffen. Die Forschungsfrage, welche der vorliegenden Arbeit zugrunde liegt, lautet: Inwieweit beeinflusst Mundpropaganda noch aktuell das Unternehmen Starbucks und mit welchen Strategien gelingt es dem Unternehmen, eine Bindung zwischen Konsumenten und der Marke aufzubauen, um dadurch positive Mundpropaganda zu erzeugen?


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Product Details
  • ISBN-13: 9783346710307
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 84
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3346710300
  • Publisher Date: 03 Aug 2022
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 122 gr


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