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One to One Marketing und seine Unterstützung durch individualisierte Druckprodukte

One to One Marketing und seine Unterstützung durch individualisierte Druckprodukte

          
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About the Book

Inhaltsangabe: Einleitung: Kaum ein Anbieter wird heute um Beispiele verlegen sein, die eine weitere Verschärfung seiner Wettbewerbsbedingungen verdeutlichen. Neue Medien, wie das Internet, führen zu einem Markt mit nahezu totaler Konkurrenz. Der Kunde erhält mehr Macht und ist im Internet nur einen Mausklick vom Wettbewerber entfernt. Zudem wird das Kaufverhalten des Kunden immer unberechenbarer. Eine Konsumentin, die im Sportwagen und in Designermode gekleidet beim nächsten Billig-Markt vorfährt und nach den neuesten Angeboten Ausschau hält, ist heute keine Seltenheit mehr. Das führt dazu, dass es für die Unternehmen immer schwieriger wird, eine Segmentierung im Sinne des klassischen Marketings vorzunehmen. Massenwerbung kommt nicht mehr an und trifft auf Kunden mit meist geringem Interesse. Dadurch müssen die Unternehmen immer mehr Werbedruck erzeugen, um eine gewünschte Reaktion beim Kunden zu erreichen. Dies führt nicht nur zu immer höheren Kosten, sondern wirkt darüber hinaus zunehmend kontraproduktiv. Auf der anderen Seite hat der Kunde durch das Internet sowie durch Produkt- und Preisvergleiche in Zeitschriften Zugang zu immer detaillierteren und besseren Informationen, von denen er intensiven Gebrauch macht. Produkte werden immer vergleichbarer und ohne einen Zusatznutzen ist der Preis oftmals das einzige kaufbestimmende Kriterium. Die Unternehmen sind dadurch gezwungen, ein bisher nicht gekanntes Maß an Flexibilität zu entwickeln. Sie müssen versuchen, mit hoher Geschwindigkeit auf Anforderungen zu reagieren, dem Kunden einen besseren Service zu bieten und immer mehr individualisierte Produkte und Dienstleistungen zu offerieren, um Wettbewerbsvorteile zu erlangen. Ob das One to One Marketing die Lösung der aufkommenden Probleme des klassischen Massenmarketing ist und ob die Unternehmen mit seiner Hilfe auf Veränderungen im Markt flexibler reagieren können, soll in der vorliegenden Arbeit untersucht werden. Dabei werden zu Beginn die wesentlichen U


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Product Details
  • ISBN-13: 9783838669328
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3838669320
  • Publisher Date: 20 Jun 2003
  • Height: 210 mm
  • No of Pages: 68
  • Series Title: German
  • Weight: 104 gr


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