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Shopper Marketing. Leitfaden für einen neuen Marketingansatz am Point-of-Sale

Shopper Marketing. Leitfaden für einen neuen Marketingansatz am Point-of-Sale

          
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About the Book

Bachelorarbeit aus dem Jahr 2011 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Hochschule für angewandte Wissenschaften Augsburg, Sprache: Deutsch, Abstract: Seit kurzer Zeit macht ein neuer Marketingansatz, Shopper Marketing, von sich hören. In Deutschland noch relativ unbekannt und ungenutzt, beschreibt vorliegende Bachelorarbeit die Grundlagen sowie die Vorgehensweise und Durchführung des Shopper Marketingansatzes. Ziel ist es, Shopper Marketing gesamthaft verständlich zu machen und den agierenden Stakeholdern, Herstellern und Händlern von Konsumgütern, einen konkreten Handlungsleitfaden zur Umsetzung an die Hand zu geben. Bevor tatsächliche Maßnahmen abgeleitet werden, werden die wesentlichen Eckpunkte der Hersteller/Händlerkooperation und das gemeinsame Wissen um den Shopper detailliert erläutert. Auf Basis der Shopper Untersuchung wird im Folgenden die Konzeption des Ansatzes dargelegt, ehe die Umsetzung der Marketingmaßnahmen im Marketingmix anhand von Praxisbeispielen dargestellt und die Erfolgsmessung erklärt wird. Die Arbeit wird abschließend in einem Handlungsleitfaden zusammengefasst und es wird kurz auf die zukünftige Entwicklung eingegangen. In recent times a new marketing approach called Shopper Marketing became a talking point; in Germany it is relatively unknown and unused. This Bachelor thesis describes the fundamentals accompanied by the implementation and procedure of this marketing approach. The proposal is to explain the term Shopping Marketing generically and to provide the stakeholders, manufactures and distributors of consumer goods, with a concrete guideline for implementation. Before these recommendations can be developed, the generic framework of the manufacturers and distributers cooperation and the common knowledge around the Shopper has to be discussed. Based on the analysis of the Shopper the following text will outline the concept of the approach; subsequently the execution of the marketing strategies with


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Product Details
  • ISBN-13: 9783656146636
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3656146632
  • Publisher Date: 11 Mar 2012
  • Height: 210 mm
  • No of Pages: 88
  • Series Title: German
  • Weight: 127 gr


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