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Onlinemarketing: Begriff, Beispiele aus der Marketingpraxis und kritische Bewertung

Onlinemarketing: Begriff, Beispiele aus der Marketingpraxis und kritische Bewertung

          
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About the Book

Studienarbeit aus dem Jahr 2008 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,7, Fachhochschule Bonn-Rhein-Sieg in Rheinbach, Sprache: Deutsch, Abstract: 1Einleitung 1.1 Der Wandel des Marketings in Zeiten steigender Internetnutzung Ursprünglich als militärisches Netzwerk des US-Verteidigungsministeriums geplant, wurde das Internet zunächst zur Vernetzung von Universitäten und Forschungseinrichtungen genutzt . Seit 1990 wird das Internet für kommerzielle Zwecke genutzt und erlebt durch die Entstehung des World Wide Web (www) im Jahr 1989 einen enormen Auftrieb. Seitdem verän-dern technische Neuerungen und immer neue Applikationsbereiche das ursprüngliche Internet fast täglich und machen es zu einem globalen Computernetzwerk . Heute zählt das Internet allein 42,7 Millionen (65,8%) Nutzer in Deutsch-land. Aktuell ist jeder Deutsche durchschnittlich 58 Minuten täglich im Netz. Damit liegt das Internet auf Platz 3 der tagesaktuellen Medien. Pro-gnosen zu Folge wird die Nutzung des Internets in den kommenden Jah-ren weiter rasant ansteigen . Dieser Sachverhalt hat Auswirkungen auf die Unternehmerlandschaft, die das Internet zukünftig zu einem wichtigen In-strument für die Erreichung der unternehmerischen Ziele machen muss. Abb. 1: Internutzung in Deutschland - Entwicklung von 2000 bis 2007 Die Zeiten der Verkäufermärkte sind vorbei. Im Zeitalter der Globalisierung konkurrieren Unternehmen weltweit miteinander und müssen bei Konsu-menten Bedürfnisse erzeugen. Um Verbraucherbedürfnisse befriedigen zu können, muss das Unternehmen auf sie individuell eingehen. Es gilt, sich durch Alleinstellungsmerkmale (engl. USP; Unique Selling Proposition) von der Masse der Wettbewerber abzuheben. Dieser Situation der Kon-sumentenknappheit muss man auch gezielt die Marketingmaßnahmen anpassen . Die steigende Bedeutung des Internets für die Menschen zwingt die Unternehmen förmlich, das Medium für Marketingaktivitäten zu nutzen


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Product Details
  • ISBN-13: 9783640727919
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 140 mm
  • ISBN-10: 3640727916
  • Publisher Date: 15 Dec 2010
  • Height: 216 mm
  • No of Pages: 48
  • Series Title: German
  • Weight: 68 gr


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