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Virales Marketing: Paradigmenwechsel oder weiterer Trend im Marketing?: Eine kritische Analyse

Virales Marketing: Paradigmenwechsel oder weiterer Trend im Marketing?: Eine kritische Analyse

          
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About the Book

Die nachhaltige Beeinflussung der Kommunikation durch das Internet wirkt sich auch unmittelbar auf die Kommunikation zwischen Unternehmen und ihren Kunden aus. Diese Veränderungen tangieren nicht nur den reinen kommunikationspolitischen Prozess eines Unternehmens, sondern auch viele weitere Funktionen wie die Marktforschung oder die Produktgestaltung. Unternehmen steht in Zeiten des sogenannten Web 2.0 eine Vielzahl neuer Instrumente zur Verfügung, um mit ihren Kunden in einen Dialog zu treten und folglich auch ihr Marketing zu verändern. Neben einer effizienteren Umsetzung der Marketingstrategie bieten diese Instrumente auch interessante Möglichkeiten zur Wettbewerbsdifferenzierung. Im vorliegenden Buch stellt Patrick Spinner diesen Veränderungsprozess anschaulich mittels einer neuen Denkhaltung, dem sog. "Viral Marketing" auf Basis des aktuellen wissenschaftlichen Stands dar. Neben der Erläuterung der Grundlagen des Viral Marketing werden anhand von vier Fallstudien deren Wirkungsweise und Erfolgsfaktoren untersucht. Spinner klärt ebenfalls, ob das Viral Marketing künftig die klassischen Marketinginstrumente ersetzen wird oder ob es sich nur um eine weitere Trenderscheinung im Marketing handelt. Damit richtet sich das Buch an eine breite Leserschaft: Personen die sich erstmals mit dem Viral Marketing befassen können sich schnell in das Thema einarbeiten - erfahrene Marketingexperten erhalten wertvolle Tipps wie Sie Viral Marketing in ihre Marketingaktivitäten einbinden können und was es dabei zu beachten gilt.
About the Author: Patrick Spinner, Dipl. Kaufmann (Uni), ist Experte für die Gestaltung von Internetseiten und Internet-Marketing. Seit mehr als 10 Jahren ist er nebenberuflich in diesem Bereich tätig und für eine Vielzahl von Erfolgsgeschichten kleiner und mittelständischer Unternehmen im Internet verantwortlich. Schwerpunkt seiner Arbeit ist das Projektmanagement und die Beratung der Kunden im Rahmen ihrer digitalen Marketingstrategie.


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Product Details
  • ISBN-13: 9783836676700
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Weight: 190 gr
  • ISBN-10: 3836676702
  • Publisher Date: 08 Jul 2009
  • Height: 254 mm
  • No of Pages: 100
  • Series Title: German
  • Sub Title: Paradigmenwechsel oder weiterer Trend im Marketing?: Eine kritische Analyse
  • Width: 178 mm


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Virales Marketing: Paradigmenwechsel oder weiterer Trend im Marketing?: Eine kritische Analyse
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