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Online-Kommunikation mit Best Agern im Rahmen des Seniorenmarketings: Anforderungen und strategische Ausrichtung

Online-Kommunikation mit Best Agern im Rahmen des Seniorenmarketings: Anforderungen und strategische Ausrichtung

          
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About the Book

Die Auswirkungen und Folgen der demographischen Entwicklung sind bereits länger Thema in unserer Gesellschaft. Das Verhältnis der Altersgruppen wird sich zukünftig weiter zu Gunsten der älteren Bevölkerung verschieben. Findige Marketingexperten beschwören eine neue, potentielle Zielgruppe herauf, die so genannte 50plus Generation. Aus Unternehmenssicht bietet sich das Internet als zusätzlicher und kostengünstiger Kommunikationskanal an. Ferner um Kontakte zu knüpfen, dauerhaft zu kommunizieren und langfristig solide Geschäftsbeziehungen aufzubauen. Der raschen Verbreitung des Internets in unserem Alltagsleben können sich auch die über 50-Jährigen nicht verschließen, die häufig erstmals in der späten Lebensphase mit dieser technologischen Entwicklung zu tun haben. Vorurteile, fehlende Erfahrung und die mangelnde Fähigkeit mit dem Internet richtig umzugehen erschweren die Nutzung. Folglich ist es im Rahmen einer erfolgsorientierten Ansprache aus Unternehmenssicht unerlässlich, sich ausgiebig mit der Zielgruppe der 50plus auseinander zu setzen um ihnen die Handhabung zu erleichtern oder besser, den persönlichen Nutzen aufzuzeigen. Diese Studie setzt sich das Ziel allgemeine, zielgerichtete Ansätze und Handlungsempfehlungen im Rahmen der Online-Kommunikation im Umgang mit der Zielgruppe zu entwickeln. Analysiert und von elementarer Grundlage sind u.a. die altersbedingten Veränderungen und Charakteristiken der Zielgruppe, das Informationsbeschaffungs- und Internetnutzungsverhalten sowie Hemmnisse und Schwierigkeiten die sich beim Umgang mit dem Internet ergeben können.
About the Author: Dipl.-Betriebswirt (FH), Studium der Betriebswirtschaftslehre an der Fachhochschule Ludwigshafen am Rhein, Fachrichtung Marketing


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Product Details
  • ISBN-13: 9783836659949
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 159 gr
  • ISBN-10: 3836659948
  • Publisher Date: 10 Apr 2008
  • Height: 210 mm
  • No of Pages: 124
  • Series Title: German
  • Sub Title: Anforderungen und strategische Ausrichtung
  • Width: 148 mm


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Online-Kommunikation mit Best Agern im Rahmen des Seniorenmarketings: Anforderungen und strategische Ausrichtung
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Online-Kommunikation mit Best Agern im Rahmen des Seniorenmarketings: Anforderungen und strategische Ausrichtung
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