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Neuromarketing. Erkenntnisse und Implikationen für das Online-Marketing

Neuromarketing. Erkenntnisse und Implikationen für das Online-Marketing

          
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About the Book

Bachelorarbeit aus dem Jahr 2014 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 2,3, Fontys University of Applied Sciences, Sprache: Deutsch, Abstract: Das Online-Marketing gewinnt durch das stetige Wachstum der Internetbranche verstärkt an Bedeutung, wodurch sich das Internet als Leitmedium etabliert hat und aus dem alltäglichen Leben kaum wegzudenken ist (vgl. Schwarz 2012, S. 7). Eine ebensolche Entwicklung haben die Einkaufsgewohnheiten der Menschen zu verzeichnen. Das World Wide Web hat die Eigenschaft, an 24 Stunden, an sieben Tagen in der Woche sowie überall für die Konsumenten zur Verfügung zu stehen. Ein Vorteil, dem der stationäre Einzelhandel nicht entgegenwirken kann. So verzeichnete der Online-Handel im Jahr 2013 ein Wachstum von 15,4 %, die Prognose für das Jahr 2014 beläuft sich auf einen weiteren Anstieg um 24,8 % (vgl. o.V. 2014, o. S.). Die Anbieter machen sich diesen Trend zunutze und verlagern ihre Tätigkeiten in das Internet. Die Folge ist eine überaus große Menge an Websites und Online-Shops, deren Anzahl sich auf über 500 Millionen beziffern lässt (vgl. Scheier, Held 2012b, S. 103). Das Problem des Information Overload ist demzufolge auch in der Internetbranche präsent. Die Unternehmen stehen demnach vor der Herausforderung, sich erfolgreich von der Konkurrenz zu differenzieren und die Kunden langfristig an sich zu binden. Klassische Marktforschungsmethoden wie Befragungen und empirische Erhebungen gelangen an ihre Grenzen, da diese keine eindeutige Erklärung der unbewussten Entscheidungsprozesse der Menschen bieten können. Wichtige Erkenntnisse für das Konsumentenverhalten liefern ganzheitliche und wissenschaftlich gestützte Forschungsergebnisse der Neurowissenschaften (vgl. Stoll u. a. 2008, S. 34). Diese eröffnen neue Wege für die gezielte Kommunikation und Beeinflussung des Kaufverhaltens. Anbieter von Online-Diensten können auf Basis dieser Erkenntnisse neue Konzepte für die Gestaltung ih


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Product Details
  • ISBN-13: 9783656763567
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3656763569
  • Publisher Date: 10 Oct 2014
  • Height: 210 mm
  • No of Pages: 68
  • Series Title: German
  • Weight: 104 gr


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