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Marketingstrategien für den Einsatz neuer Medien - eine Studie unter besonderer Berücksichtigung eines veränderten Konsumentenverhaltens

Marketingstrategien für den Einsatz neuer Medien - eine Studie unter besonderer Berücksichtigung eines veränderten Konsumentenverhaltens

          
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About the Book

Diplomarbeit aus dem Jahr 2005 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,3, Universität Siegen, Sprache: Deutsch, Abstract: Da Unternehmen heutzutage in einem turbulenten wirtschaftlichen Umfeld agieren, ist die Erforschung des Konsumentenverhaltens heute wichtiger für den nachhaltigen Erfolg eines Unternehmens als je zuvor. Daher wird hier im ersten Schritt das Verhalten von Konsumenten näher betrachtet. Bevor allerdings auf Veränderungstendenzen in diesem Verhalten eingegangen wird, muss der allgemeine Ablauf menschlichen Verhaltens analysiert werden. Dafür wird dieses in psychische Variablen (aktivierende und kognitive Prozesse) und Umweltvariablen (physische und soziale Umwelt) unterteilt. Die Umweltvariablen finden ihren Einfluss auf das Verhalten über den Weg der psychischen Variablen (z. B. in einer Veränderung der Einstellungen). Nach dieser allgemeinen Betrachtung werden die in den letzten Jahren veränderten Einflussfaktoren auf das menschliche Verhalten reflektiert. Dazu werden drei Bereiche von Einflussfaktoren auf das Konsumentenverhalten herausgegriffen. Der zuerst betrachtete Einflussfaktor stellt einen in unserer Gesellschaft stattgefundenen Wertewandel dar, welcher sich durch die Tendenz zur Hedonisierung, die Tendenz zur Sublimierung und die Tendenz zur Individualisierung charakterisiert. Es hat allerdings nicht nur ein Wandel der Werte stattgefunden, sondern auch eine Veränderung sozialer Strukturen, die sich in einem veränderten Konsumentenverhalten niederschlagen. Einflüsse durch eine Veränderung der Informations- und Kommunikationsstrukturen stellt den zuletzt betrachteten Einflussbereich dar. Im nächsten Schritt werden die veränderten Informations- und Kommunikations-strukturen im Bereich der Internetkommunikation und der mobilen Telekommunikation betrachtet. Dabei soll zunächst die Frage beantwortet werden, wie diese Medien durch Konsumenten genutzt werden und welche besonderen Eigenschaften diese Medien aufweisen


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Product Details
  • ISBN-13: 9783638794794
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3638794792
  • Publisher Date: 09 Sep 2007
  • Height: 210 mm
  • No of Pages: 86
  • Series Title: German
  • Weight: 127 gr


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Marketingstrategien für den Einsatz neuer Medien - eine Studie unter besonderer Berücksichtigung eines veränderten Konsumentenverhaltens
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Marketingstrategien für den Einsatz neuer Medien - eine Studie unter besonderer Berücksichtigung eines veränderten Konsumentenverhaltens
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