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Rolle des Mobile Marketing in der modernen Marketingkommunikation

Rolle des Mobile Marketing in der modernen Marketingkommunikation

          
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About the Book

Masterarbeit aus dem Jahr 2014 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, FOM Hochschule für Oekonomie & Management gemeinnützige GmbH, Frankfurt früher Fachhochschule, Veranstaltung: Marketing & Communications, Sprache: Deutsch, Abstract: Der Alltag der heutigen Gesellschaft wird immer mehr durch technische Innovationen beeinflusst. Mobilität sowie Flexibilität gewinnen kontinuierlich an Bedeutung und die Welt wird aufgrund des anhaltenden Absatz-Booms von Smartphones sowie immer günstigeren Telefon- und Daten-Flatrates zunehmend mobiler, vernetzter und internetbasierter. Die nahezu ständige Erreichbarkeit und ortsunabhängige Möglichkeit zur Kommunikation haben für viele Menschen Smartphones zu einem omnipräsenten Begleiter gemacht und das Mediennutzungsverhalten verändert. Konsumenten wollen heute individuelle Werbebotschaften und Informationen erhalten, die auf ihre Bedürfnisse zugeschnitten sind. Sie wollen Angebote und Informationen dann erhalten oder abrufen, wenn sie diese benötigen, wie beispielsweise am Point of Sale oder in der Nähe eines Geschäftes oder Restaurants. Unternehmen stehen vor der Herausforderung auf dieses veränderte Mediennutzungsverhalten zu reagieren und geeignete Formen der Marketingkommunikation zu finden, um die Konsumenten zu erreichen. Um diesen neuen Herausforderungen gerecht zu werden, müssen Unternehmen innovativ sein und auf die Veränderungen und dynamischen Entwicklungen bei der Kommunikation und dem Kaufverhalten der Kunden reagieren. In vielen Unternehmen rückt daher Mobile Marketing zunehmend in den Fokus der Marketingkommunikation. Aufgrund mangelnder Erfahrungswerte und Studien sehen sich viele Unternehmen mit der Frage konfrontiert, wie sie Mobile Marketing effektiv in den bestehenden Marketing-Mix ihres Unternehmens integrieren und die Potenziale dieser innovativen Kommunikationsform ausschöpfen können. Die Integration von Mobile Marketing in den bestehend
About the Author: Stefan H. Schneider, M.A., wurde 1982 in Bad Soden am Taunus geboren. Sein Studium der Betriebswirtschaftslehre absolvierte er an der Hochschule Fresenius in Idstein und Köln und schloss dieses im Jahre 2008 mit dem akademischen Grad des Diplom-Betriebswirts erfolgreich ab. Bereits während des Studiums sammelte der Autor umfassende praktische Erfahrungen im Marketing- und Kommunikationsbereich bei namhaften internationalen Unternehmen in der Automobil- und Pharmaindustrie. Seit dem erfolgreichen Abschluss seines Studiums ist der Autor im Pharmabereich tätig und heute als Produktmanager für eines der bedeutendsten und größten Werbungtreibenden deutschen Pharmaunternehmen aktiv. Anhand eines berufsbegleitenden Studiums an der Hochschule für Oekonomie & Management in Frankfurt am Main erlangte der Autor seinen Master of Arts in Marketing and Communications. Fasziniert von modernen Medien und der Möglichkeiten, diese gezielt für den Einsatz von Marketingmaßnahmen zu nutzen, widmete er sich der Thematik des vorliegenden Buches.


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Product Details
  • ISBN-13: 9783656855156
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Width: 148 mm
  • ISBN-10: 3656855153
  • Publisher Date: 08 Dec 2014
  • Height: 210 mm
  • No of Pages: 128
  • Series Title: German
  • Weight: 177 gr


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