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Messung und Kontrolle von Wirkung und Erfolg bei Events mit dem Fokus auf Kunden-Incentives

Messung und Kontrolle von Wirkung und Erfolg bei Events mit dem Fokus auf Kunden-Incentives

          
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About the Book

Inhaltsangabe: Zusammenfassung: Im Rahmen des zunehmend notwendig werdenden Einsatz neuer Absatzhilfen, bedingt durch immer komplexere Produkte und Übersättigung mit klassischer Werbung, gewinnen Marketing-Events immer mehr an Bedeutung. Es hat sich ein neuer Markt entwickelt, auf dem spezialisierte Agenturen klassischen produzierenden Unternehmen oder verstärkt Unternehmen aus der Dienstleistungsbranche im Bereich des Event-Marketing unter die Arme greifen und sie bei der Organisation von maßgeschneiderten und wirkungsvollen Events unterstützen. Aus dem Vorwurf, dass mit „Events" Augenwischerei betrieben wird und Unsummen von Unternehmensgeldern verschwendet werden, rechtfertig sich die Frage nach dem Erfolg des Instruments „Event", zumal sich im allgemeinen Sprachgebrauch mittlerweile (fast) jede Marketingmaßnahme als „Event" bezeichnen lässt. Das Interesse der Erfolgsmessung nimmt von Seiten der Unternehmen sowie der Event-Marketing-Agenturen zu. Als Anwendung eines Events, das in der Praxis eine unübersichtliche Artenvielfalt annehmen kann, wird zur verständlicheren, konkreteren Beleuchtung die besondere Ausprägungsform „Incentive-Reisen" in Augenschein genommen, die Dienstleistungsunternehmen für ihre Kunden organisieren. Ziel der Arbeit ist es, Aussagen über Möglichkeiten der Erfolgskontrolle und Wirkungsmessung im Event-Marketing und im Speziellen bei Kunden-Incentives zu treffen und geeignete Instrumente vorzustellen. Neben allgemeinen Definitionen, der Planung und Durchführung von Events und Incentives werden Anwendungsbeispiele aus der aktuellen Praxis vorgestellt und versucht, ein neues Instrument der Kontrolle zu entwickeln. Die Begriffe „Erfolg" und „Wirkung" werden näher erläutert und ausführlich auf Wirkungsmessung und Eventkontrolle in der Theorie eingegangen und versucht, diese auf die Praxis anzuwenden. Abschließend wird auf die Probleme eingegangen, die bewirkt haben, dass sich bisher noch kaum konkrete Erfolgsmessungen in der Praxis durchges


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Product Details
  • ISBN-13: 9783838678009
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3838678001
  • Publisher Date: 14 Mar 2004
  • Height: 210 mm
  • No of Pages: 88
  • Series Title: German
  • Weight: 127 gr


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