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Unkonventionelles Guerilla Marketing. Eine Analyse der Guerilla Aktion der Sparkasse zur Buchmesse 2019

Unkonventionelles Guerilla Marketing. Eine Analyse der Guerilla Aktion der Sparkasse zur Buchmesse 2019

          
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About the Book

Diplomarbeit aus dem Jahr 2020 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Sprache: Deutsch, Abstract: Inwiefern stellt das Guerilla Marketing eine Alternative zu klassischem Marketing dar und welche Erfolgsfaktoren zeigt das Fallbeispiel der Guerilla Marketing Kampagne der Sparkasse? Im folgenden sollen zunächst die Grundlagen des Marketings aufgezeigt werden, um dann die aktuellen Herausforderungen aufzuzeigen, mit welchen das klassische Marketing konfrontiert ist. Daraus ableitend werden anschließend moderne Formen des Marketings erläutert, die diesen Herausforderungen auf unterschiedliche Weise begegnen. Eine dieser modernen Formen des Marketings ist das Guerilla Marketing, welches in Kapitel 3 näher beleuchtet wird. Hier soll aufgezeigt werden, inwiefern das Guerilla-Marketing ein geeignetes Instrument der Kommunikationspolitik eines Unternehmens darstellt, wenn es darum geht, innovativ und kreativ zu werben. Dabei wird auf verschiedene Techniken, Chancen und Risiken des Guerilla Marketings, sowie auf die Besonderheiten im Zusammenhang mit der Finanzbranche eingegangen. Diese Aspekte sind besonders wichtig, um abschließend eine theoretische Grundlage für das Fallbeispiel dieser Arbeit, der Guerilla Aktion der Sparkasse, herzustellen und dann zur Analyse überzugehen. Zunächst wird hier das methodische Vorgehen erläutert. Im Rahmen dieser Arbeit wird eine qualitative Inhaltsanalyse eines Videos, welches die Guerilla Aktion dokumentiert, durchgeführt, deren Konzept sich an der qualitativen Inhaltsanalyse nach Mayring orientiert. Es folgt die Analyse des Fallbeispiels anhand des entwickelten Kategoriensystems. Ziel der Arbeit ist es dann, aus den Forschungsergebnissen dieser Analyse in Kapitel 5 Handlungsempfehlungen abzuleiten, die bei der Planung einer Marketingstrategie helfen können, die passgenau die Bedürfnisse potenzieller Kunden anspricht, kreative Wege in der Konsumentenansprache geht und als Alternative zur klassischen Werbung aufzeig


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Product Details
  • ISBN-13: 9783346327338
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 54
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3346327337
  • Publisher Date: 18 May 2021
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 82 gr


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Unkonventionelles Guerilla Marketing. Eine Analyse der Guerilla Aktion der Sparkasse zur Buchmesse 2019
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Unkonventionelles Guerilla Marketing. Eine Analyse der Guerilla Aktion der Sparkasse zur Buchmesse 2019
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