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Marketingstrategien in sozialen Netzwerken am Beispiel der Marke Mercedes-Benz: Über Unternehmenskommunikation und Unternehmenspräsenz in verschiedenen Social-Media-Kanälen

Marketingstrategien in sozialen Netzwerken am Beispiel der Marke Mercedes-Benz: Über Unternehmenskommunikation und Unternehmenspräsenz in verschiedenen Social-Media-Kanälen

          
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About the Book

Bachelorarbeit aus dem Jahr 2018 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,4, Hochschule Bremen, Sprache: Deutsch, Abstract: In dieser Arbeit wird die Unternehmenspräsenz der Marke Mercedes-Benz in den sozialen Netzwerken untersucht. Hierbei werden einzelne Kommunikationskanäle dieser Marke auf deren Auftreten sowie Zielgruppenansprache in den Social Media untersucht. Einleitend wird der Begriff Social Media in der heutigen Zeit thematisiert. Daraufhin folgt das erste Kapitel, in dem Social Media thematisiert und definiert wird sowie Social Media-Aktivitäten in Bezug auf den Marketing-Mix genauer beschrieben werden. Die Auflistung der Chancen und Risiken von Social Media-Marketing wird hier ebenfalls erläutert. In diesem Kapitel wird außerdem auf die Nutzertypen von Social Media eingegangen und die Marktsegmentierung am Beispiel von Mercedes definiert. Im darauffolgenden Kapitel werden sowohl das Unternehmen als auch die Marke und ihre Unternehmenskommunikation vorgestellt, woraufhin im vierten Kapitel untersucht wird, wie die Marke ihre Kommunikationskanäle gestaltet, um bestimmte Nutzertypen oder Zielgruppen anzusprechen. Hierzu erfolgt im Anschluss jeweils die Social Media-Begleitung der Produkteinführung des A-Klasse Modells. Abschließend erfolgt das Fazit. Wir leben in einer Zeit, in der es nahezu unvorstellbar ist, nicht mit dem Internet in Berührung zu kommen. Das Internet ist ein großer Bestandteil des Alltags geworden, darunter fällt auch die Nutzung von sozialen Netzwerken. Heutzutage hat fast jede Person immer ihr Mobiltelefon griffbereit, um das ein oder andere Bild zu schießen und binnen Sekunden auf den verschiedensten Kommunikationskanälen wie Facebook, Twitter, Instagram oder Snapchat hochzuladen. Dank einer Vielzahl von Plattformen der sozialen Netzwerke ist es ganz einfach, seine Mitmenschen am eigenen Alltag teilhaben zu lassen.


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Product Details
  • ISBN-13: 9783668994140
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 60
  • Spine Width: 4 mm
  • Weight: 91 gr
  • ISBN-10: 3668994145
  • Publisher Date: 27 Apr 2019
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Über Unternehmenskommunikation und Unternehmenspräsenz in verschiedenen Social-Media-Kanälen
  • Width: 148 mm


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Marketingstrategien in sozialen Netzwerken am Beispiel der Marke Mercedes-Benz: Über Unternehmenskommunikation und Unternehmenspräsenz in verschiedenen Social-Media-Kanälen
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Marketingstrategien in sozialen Netzwerken am Beispiel der Marke Mercedes-Benz: Über Unternehmenskommunikation und Unternehmenspräsenz in verschiedenen Social-Media-Kanälen
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