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Nachhaltige Inszenierungen in der Bankenwelt

Nachhaltige Inszenierungen in der Bankenwelt

          
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About the Book

Masterarbeit aus dem Jahr 2009 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: sehr gut, Hochschule Luzern (Hochschule Luzern), Sprache: Deutsch, Abstract: Die Arbeit "Nachhaltige Inszenierung in der Bankenwelt" greift, vor allem das zentrale Problem im heutigen Event-Marketing auf. Im Kampf um die Gunst der Kunden überfluten die Unternehmen diese gerade zu mit Einladungen zu Anlässen und Events. Gleichzeitig werden dieselben Personen auch noch von der Konkurrenz zu ähnlichen Veranstaltungen eingeladen. Durch die Übersättigung mit solchen Einladungen und die immer knapper werdende Kundenzeit, hat die Begeisterung und die damit verbundene Wirkung der Marketingevents massiv abgenommen. Herausforderung im Event-Marketing: Um aber im harten Verdrängungswettbewerb zu bestehen, müssen sich die Unternehmen dieser Herausforderung im Event-Marketing stellen. In einem spannenden Mix aus Theorie und Praxis zeigt die Arbeit, am Beispiel der Grossbank Credit Suisse, wie sich ein modernes Unternehmen mit einzigartigen Veranstaltungen von der Konkurrenz differenziert und damit bei den Kunden eine überzeugende und nachhaltige Wirkung erzielt. So kommt auch der Zielgruppe, ihren Erwartungen, Bedürfnissen und Ansprüchen eine zentrale Bedeutung zu. Um mit einem Event die Zielgruppe zu begeistern und dadurch langfristig an das Unternehmen zu binden, müssen die suggerierten Kundenerwartungen übertroffen werden. Wirksamkeit und Wirtschaftlichkeit: Um mit Kundenveranstaltungen einen optimalen Nutzen zu erzielen, müssen diese zielgerichtet eingesetzt werden. Die im Vorfeld definierten qualitativen- und quantitativen Event-Ziele ermöglichen eine entsprechende Erfolgskontrolle in Bezug auf Wirksamkeit und Wirtschaftlichkeit. Ob ein Event bei den Kunden erfolgreich war, hängt nebst dem Thema vor allem von der Art der Inszenierung ab. Die Kunst der Inszenierung besteht nämlich darin, mit den szenischen Mitteln die Marketingbotschaft in ei


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Product Details
  • ISBN-13: 9783640342303
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3640342305
  • Publisher Date: 09 Jun 2009
  • Height: 210 mm
  • No of Pages: 72
  • Series Title: German
  • Weight: 109 gr


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