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Viral Marketing. Eine effektive und kostengünstige Alternative im Marketing-Mix für Unternehmen

Viral Marketing. Eine effektive und kostengünstige Alternative im Marketing-Mix für Unternehmen

          
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About the Book

Studienarbeit aus dem Jahr 2006 im Fachbereich Informatik - Internet, neue Technologien, Note: 2.3, Universität Duisburg-Essen, Sprache: Deutsch, Abstract: Diese Buch behandelt das Thema "Viral-Marketing" als eines der Instrumente des Online-Marketing bezogen auf seine Effektivität und Kostengünstigkeit im Marketing-Mix von Unternehmen. Viral-Marketing ist eine Marketingform, die existierende soziale Netzwerke ausnutzt, um Aufmerksamkeit auf Marken, Produkte oder Kampagnen zu lenken, indem Nachrichten sich wie ein Virus ausbreiten. Die Verbreitung der Nachrichten basiert damit also letztlich auf Mundpropaganda, also der Kommunikation zwischen den Kunden oder Konsumenten. In der heutigen Zeit ist festzustellen, dass Werbung wegen ihrer Masse immer ineffizienter wird und somit in einem schlechten Kosten-Nutzen-Verhältnis für die Unternehmen steht. Viele Werbebotschaften werden von Kunden nicht angenommen und gleichzeitig wird aber viel Geld in neue Kampagnen gesteckt. Somit führt der Weg wieder zurück zur klassischen Mund-zu-Mund-Propaganda mit der Erweiterung der Internet-Kommunikation, aus den Gründen, dass die Kosten erheblich sinken und das natürliche Bedürfnis des Menschen, sich mitteilen zu wollen, effektiver ausgenutzt werden kann. Wenn ein hoher Prozentsatz an Empfängern der Botschaft einer viralen Kampagnen diese an weitere Bekannten und Freunde weiterleitet, wird der Schneeballeffekt der Nachricht umso effektiver (aber auch der negative Effekt kann der Fall sein). Vor allem im Bereich des B2C sind die Zeichen der Zeit in der Net Economy darauf ausgelegt, dass jedes Start-up-Unternehmen im E-Business Bereich eine virale Komponente in seiner Strategie verankert hat, oder zumindest behauptet, eine zu haben. Zu Beginn des Buches soll der Weg aufgezeichnet werden, den das Marketing vom klassischen Begriff zum Online-Marketing durchlaufen ist. Anschließend folgt ein historischer Abriss der Entstehung des "Viral-Marketing". Darauf aufbauend wird dieser Ausdruck d


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Product Details
  • ISBN-13: 9783638661447
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 42
  • Series Title: German
  • Weight: 68 gr
  • ISBN-10: 363866144X
  • Publisher Date: 25 Jul 2007
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 148 mm


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Viral Marketing. Eine effektive und kostengünstige Alternative im Marketing-Mix für Unternehmen
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