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Online Marketing. Begriff, Wirkungsweise, Ausgewählte Instrumente, Chancen, Risiken Und Fallbeispiele.

Online Marketing. Begriff, Wirkungsweise, Ausgewählte Instrumente, Chancen, Risiken Und Fallbeispiele.

          
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About the Book

Studienarbeit aus dem Jahr 2008 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,9, Fachhochschule Bonn-Rhein-Sieg in Rheinbach, Veranstaltung: Schwerpunktfach Marketing Business to Consumer (B2C), 13 Quellen im Literaturverzeichnis, Sprache: Deutsch, Abstract: Aufgrund der starken Globalisierung in der heutigen Wirtschaft konkurrieren nun ausländi-sche Unternehmen genauso wie deutsche Unternehmen um die weltweiten Konsumenten. Dadurch hat sich der Wettbewerb und der Kostendruck stark erhöht. Da es keine Güter-knappheit mehr gibt, sondern eine Konsumentenknappheit, muss bei den Verbrauchern ein Bedürfnis produziert werden. Durch die heutigen Informationsmöglichkeiten der Verbraucher, hat sich deren Selbstbe-wusstsein und ihr Anspruch deutlich erhöht. So wollen Kunden heutzutage ihre individuellen Bedürfnisse in das Produkt mit einbringen und geben sich nur noch selten mit einer Stan-dardlösung zufrieden. Dadurch ist es für Unternehmen so wichtig geworden, sich von den Mitbewerbern abzuheben und Alleinstellungsmerkmale aufzubauen. Um diese bei den Verbrauchern zu kommunizieren, muss sich das Unternehmensmarketing der neuen Situati-on stellen und sich am Kunden orientieren und sich von ihm lenken lassen. Durch die stark zunehmende Bedeutung des Internets für Privatpersonen, deren tägliche Nutzungszeit bei diesem Medium schon heute nahezu der vom Fernsehen gleichkommt (siehe Abb. 1), müssen Unternehmen ihr Marketing und ihre Verkaufskanäle diesem Wandel anpassen. Wie in der Abbildung 1 zu sehen ist, hat das Internet die Printmedien hinsichtlich der tägli-chen Nutzungsdauer bereits deutlich überholt. Jedoch investieren deutsche Unternehmen weiterhin viel mehr Marketing-Budget in Print-Werbung als in Online-Werbung: gut 9 Milliar-den Euro für Printanzeigen stehen magere 750 Millionen Euro im Internet gegenüber . Grund genug einen genauen Blick auf die Verteilung und den Einsatz der Marketing-Instrumente im Online-Be


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Product Details
  • ISBN-13: 9783640178476
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 56
  • Series Title: German
  • Weight: 86 gr
  • ISBN-10: 3640178475
  • Publisher Date: 25 Sep 2018
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 148 mm


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