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Möglichkeiten und Grenzen des Online-Marketings im Gartenbau auf Einzelhandelsebene

Möglichkeiten und Grenzen des Online-Marketings im Gartenbau auf Einzelhandelsebene

          
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About the Book

Inhaltsangabe: Einleitung: Durch die weitreichenden Einflüsse des Internet sind neue Unternehmenskonzepte entstanden, die sich die neue Technik zunutze machen und das klassische Marketing um den Begriff „Online-Marketing" erweitert haben. Dabei lassen sich die konventionellen Konzepte des Marketing, wie sie heute in allen Berufssparten zum Einsatz kommen, nicht eins zu eins auf das Internet übertragen. Es gilt vielmehr, die technologischen Grundlagen, sowie die sich daraus ergebenden neuen marketingpolitischen Konzeptionsansätze kennenzulernen, um deren Möglichkeiten und Grenzen bei der Umsetzung neuer Unternehmensmodelle im Gartenbau erfolgreich einzusetzen. Da ich keinerlei weiterführende Literatur zu Online-Marketing mit speziellem Fokus auf den Gartenbau gefunden habe, unternimmt diese Arbeit den Versuch diese Lücke zu schließen. Gang der Untersuchung: Nach einer fundierten Einführung in die technologischen Grundlagen des Internets, erweitert durch ein Glossar mit allen behandelten Begriffen, gehe ich auf die Aspekte des konventionellen Marketing im Allgemeinen und im Speziellen ein. Der Hauptteil der Arbeit behandelt das sehr weitreichende Thema des Online-Marketing branchenübergreifend. Erst im Kapitel 7 gehe ich auf die speziellen Belange des Online-Marketing im Gartenbau ein, dabei wurden zahlreiche Quellen analysiert und weiterverarbeitet. Die Arbeit endet in der Vorstellung eines praktischen Beispiels, in welchem alle Aspekte eines gelungenen Webauftritts unter Berücksichtigung der konzeptionellen Ansätze wie sie im Online-Marketing behandelt wurden, vertreten sind. Die Arbeit wurde fast ausschließlich im Internet recherchiert. Inhaltsverzeichnis: Inhaltsverzeichnis: 1.Einleitung1 1.1Einführung in das Thema1 1.2Ziele der Arbeit1 1.3Aufbau der Arbeit1 2.Grundlagen Internet2 2.1Historie und Definition2 2.2Netzwerk3 2.3Transfer-Control-Protocol / Internet-Protocol (TCP/IP)4 2.4Domain-Name-System (DNS)5 2.5Uniform-Resource-Locator (URL)5 2.


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Product Details
  • ISBN-13: 9783838649689
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Width: 148 mm
  • ISBN-10: 3838649680
  • Publisher Date: 29 Jan 2002
  • Height: 210 mm
  • No of Pages: 120
  • Series Title: German
  • Weight: 168 gr


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Möglichkeiten und Grenzen des Online-Marketings im Gartenbau auf Einzelhandelsebene
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