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Möglichkeiten und Grenzen eines internationalen Marketing mit dem Internet

Möglichkeiten und Grenzen eines internationalen Marketing mit dem Internet

          
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About the Book

Inhaltsangabe: Einleitung: Ausgangspunkt für die Bearbeitung dieses Themas war das Fehlen einer strukturierten und systematischen Abhandlung der Einsatzmöglichkeiten und -grenzen des Internet für das internationale Marketing von Unternehmen in der aktuellen betriebswirtschaftlichen Literatur. Eine solche Abfassung sollte mit dieser Arbeit geschaffen werden. Internationales Marketing ist jedoch ein weites Feld, so daß eine weitere Eingrenzung des Themas notwendig wurde. Der Verfasser beschränkt sich deshalb darauf, zu erläutern, wie, mit welchen Erfolgspotentialen, Auswirkungen und Grenzen sich ein operatives internationales Marketing mit dem Internet zur gezielten, systematischen und aktiven Bearbeitung der für ein Unternehmen relevanten ausländischen Absatzmärkte bzw. internationalen Absatzmärkte gestalten läßt. Systematisch werden im Rahmen der mehr als 100 Seiten umfassenden Arbeit Nutzungsmöglichkeiten des Internet für die vier zentralen Politikbereiche (internationale Produkt-, Kontrahierungs-, Distributions- und Kommunikationspolitik) eines internationalen Marketing aufgezeigt und bewertet. Die dargestellten Einsatzbereiche und Erfolgspotentiale der Verwendung des Internet sind vielfältig. Sie reichen von der schnelleren Gewinnung von Informationen für die Entscheidungen eines operativen internationalen Marketing über die Ermöglichung eines flexibleren internationalen Neuproduktentwicklungsprozesses bis zur Realisierung eines direkten internationalen Vertriebes mit Hilfe des Einsatzes dieses für kommerzielle Anwendungen neuen Mediums. Der Autor gibt Hinweise, welche Informationen internationalen Kunden für den Absatz der Unternehmensprodukte auf der Web-Site bereitgestellt werden sollten, weist auf die Notwendigkeit der Anpassung von Web-Sites an unterschiedliche kulturelle Bedingungen hin und macht auf einen sensiblen Umgang mit dem Internet-Dienst Email für die internationale Direktkommunikation via Internet aufmerksam. Er zeigt Kosteneinsparungs- sowi


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Product Details
  • ISBN-13: 9783838611808
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Width: 148 mm
  • ISBN-10: 3838611802
  • Publisher Date: 27 Nov 1998
  • Height: 210 mm
  • No of Pages: 152
  • Series Title: German
  • Weight: 208 gr


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