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Voraussetzungen und Möglichkeiten eines individuellen Marketing im Internet

Voraussetzungen und Möglichkeiten eines individuellen Marketing im Internet

          
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About the Book

Inhaltsangabe: Einleitung: Die Betrachtung eines weitgehend anonymen Massenmarktes scheint der Vergangenheit anzugehören. Von renommierten Wissenschaftlern wird dem Marketing in den 90`er Jahren ein Paradigmawechsel konstatiert. Der "Zerfall der Massenmärkte", -aufgrund von Sättigunserscheinungen und des damit einhergehenden verschärften Wettbewerbs, der Pluralisierung und Differenzierung gesellschaftlicher Wertesysteme, der zunehmenden Flexibilisierung der Fertigungssysteme sowie der enormen Innovation von Informationstechnik -, läßt den einzelne Kunde mit seinen individuellen Bedürfnissen und Wünschen wieder stärker in den Mittelpunkt rücken. Konzepten wie dem Database-Marketing, dem Relationship-Marketing, dem Customize Marketing und dem One-To-One Marketing ist eine Ausrichtung am Individuum und eine Abkehr vom Glauben an den berechenbaren und einem bestimmten Muster zuteilbaren Kunden gemein. Kundenorientierung, das konstitutive Merkmal des Marketing, ist nicht länger reines Lippenbekenntnis, sondern aufgrund des Wettbewerbs sowie der gesellschaftlichen und technischen Hintergründe für Unternehmen pure Notwendigkeit geworden. Das Internet als Dialogorientiertes, interaktives Medium soll dabei als Instrument zur Umsetzung eines kundenorientierten Marketing, -das durch individuelle Produkte und einem individuellen Dialog mit dem Kunden gekennzeichnet ist-, betrachtet werden. Darüber hinaus sind weiterer Marketingfunktionen wie individuelle Distribution und individuelle Preispolitik im Rahmen eines individualisierten Marketing mittels diesem Medium realisierbar. Inhaltsverzeichnis: Inhaltsverzeichnis: Einleitung1 1.Konzept des Individual-Marketing2 1.1Charakterisierung des Individual-Marketing anhand der strategischen Marktbearbeitung2 1.1.1Einordnung in den Entscheidungsspielraum der Differenzierung2 1.1.2Einordnung in den Entscheidungsspielraum der Marktsegmentierung3 1.2Interaktion und Integration als konstitutive Merkmale des individualisierten-Ma


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Product Details
  • ISBN-13: 9783838622477
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3838622472
  • Publisher Date: 23 Mar 2000
  • Height: 210 mm
  • No of Pages: 58
  • Series Title: German
  • Weight: 86 gr


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