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Mobile Marketing. Trends und Erfolgsfaktoren für ein erfolgreiches Direktmarketing

Mobile Marketing. Trends und Erfolgsfaktoren für ein erfolgreiches Direktmarketing

          
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About the Book

Bachelorarbeit aus dem Jahr 2016 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Hochschule für Wirtschaft und Umwelt Nürtingen-Geislingen; Standort Nürtingen, Sprache: Deutsch, Abstract: Egal wo man sich beim Lesen dieser Arbeit befindet, das Smartphone wird möglichenfalls nicht weit abseits von einem liegen. Eventuell ist man unterwegs, sitzt in der Bahn und studiert diese Arbeit auf dem mobilen Endgerät. Und falls man unterwegs ist und von mehreren Menschen umgeben ist, dann halten vermutlich einige ihr Smartphone in der Hand, um etwas darin zu lesen, im Internet zu surfen oder sogar damit zu telefonieren. Keine Seltenheit, denn schließlich nutzen laut dem Bundesverband Digitale Wirtschaft (BVDW) e.V. in Deutschland über 83% der Deutschen das Internet, 50% der Bevölkerung nutzen dabei ein Smartphone, um mobil im Internet zu surfen. Allein von 2013 zu 2014 ist ein Anstieg von ca. 25% in der Benutzung von Smartphones zu verzeichnen. Das Mobiltelefon ist jederzeit griffbereit und nahezu den ganzen Tag in Gebrauch. Heutzutage sind Nutzer allein mit ihrem Smartphone täglich fast 2 Stunden online aktiv. Dieser Trend und das damit zusammenhängende Nutzungsverhalten führen dazu, dass sich Marketingmaßnahmen an die veränderten Bedingungen anpassen müssen. Das Mobiltelefon ist für viele heutzutage zu einem lebensnotwendigen Begleiter geworden. Für zahlreiche Menschen sind Smartphones "die elektronische Nabelschnur" für ihre Kommunikation. Mobile Marketing prägt den Kosmos des Marketings wie kaum ein anderer Trend zuvor. Die Erfindung des Mobilfunkgerätes und die damit verbundene mobile Kommunikationstechnologie haben die Gesellschaft und das Nutzungsverhalten von Menschen in den letzten Jahrzehnten nachhaltig verändert. Mobilität und Flexibilität sind heute wichtige Eigenschaften für alle Generationen und aufgrund technischer Entwicklungen wird die Welt zunehmend mobiler und vernetzter. Mit der rasanten Entwicklung von Handys, Smartphones und Tablets und der


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Product Details
  • ISBN-13: 9783668165984
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 366816598X
  • Publisher Date: 07 Mar 2016
  • Height: 210 mm
  • No of Pages: 70
  • Series Title: German
  • Weight: 104 gr


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