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Social Media. Der Einfluss von Nachhaltigkeit auf die Kundenbindung in der Konsumgüterbranche

Social Media. Der Einfluss von Nachhaltigkeit auf die Kundenbindung in der Konsumgüterbranche

          
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About the Book

Studienarbeit aus dem Jahr 2014 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,7, Hochschule für nachhaltige Entwicklung Eberswalde (FH), Veranstaltung: Konsumgütermarketing, Sprache: Deutsch, Abstract: Im Rahmen der Globalisierung hat sich das Marketing der Unternehmen seit Mitte des 20. Jahrhundert sehr stark gewandelt. Die Verflechtung der Weltwirtschaft und die Reduktion von Handelsbarrieren führten dazu, dass die Konkurrenz auf Absatzmärkten größer wurde und damit das klassische Marketing, in denen Kunden mit standardisierten Produkten zufrieden gestellt werden konnten, nicht mehr erfolgsversprechend waren. Aufgrund der dadurch gestiegenen Angebotsvielfalt und -gleichheit wurden Produkte zunehmend als austauschbar angesehen und dies führte schließlich dazu, dass Kunden keine besondere Bindung mehr zu Unternehmen oder deren Produkte aufbauen konnten. Das Relationship Marketing und damit das Kundenmanagement, rückte dadurch nach und nach in den Mittelpunkt einer Unternehmung. Des Weiteren erkannte man, das Globalisierung nicht nur positive Seiten besitzt sondern auch negative Folgen mit sich bringt: "It is no longer about the trade at all, but rather a debate about globalization, a process that many now understand affects not only traditional economic factors such as jobs and incomes but also the food people eat, the air they breathe...and the social and cultural milieu in which they live." Von Unternehmen wurde verstärkt erwartet, dass diese globale Verantwortung für die aus dem Globalisierungsprozess resultierenden Konflikte übernehmen, sodass nachhaltige wirtschaftende Unternehmen immer beliebter bei Verbrauchern, aber auch bei Analysten wurden. Durch die Einführung des Internets und zuletzt durch den großen Social-Media-Boom der 2008 startete, wurde es schließlich möglich, Produkte einfacher zu vergleichen und Menschen weltweit zu vernetzen.4 Für Unternehmen bedeutet diese neue Transparenz und Kommunikation ein Umdenken, da Konsumenten i


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Product Details
  • ISBN-13: 9783656913504
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3656913501
  • Publisher Date: 05 Mar 2015
  • Height: 210 mm
  • No of Pages: 28
  • Series Title: German
  • Weight: 50 gr


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Social Media. Der Einfluss von Nachhaltigkeit auf die Kundenbindung in der Konsumgüterbranche
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