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Werbegeschenk als Marketingproblem

Werbegeschenk als Marketingproblem

          
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About the Book

Inhaltsangabe: Einleitung: Eine zeitlose Diplomarbeit mit praktischen Anregungen für Unternehmen, entscheidende Fehler bei der Werbegeschenkplanung zu vermeiden und mit Denkansätzen, sich dem „optimalen" Werbegeschenk zu nähern. „Kleine Geschenke erhalten die Freundschaft". Betrachtet man diesen viel zitierten Satz genauer, so erkennt man den Zusammenhang zwischen dem Schenken und einer positiven menschlichen Beziehung. Schenken als Form menschlicher Kommunikation hat aber auch immer mehr kommerziellen Charakter bekommen und ist in vielen Bereichen unserer Gesellschaft schon zur Pflicht und weitgehend zu einem Geschäft geworden, insbesondere in der modernen Wirtschaftswerbung. Aufgrund der zunehmenden Bedeutung von Kommunikationspolitik in den Unternehmen findet auch das Werbegeschenk immer weitere Verbreitung, trotz einer Reihe von Problemen, die es mit sich bringt. Dabei kann man als Ursprung aller Probleme, die in dieser Arbeit ausführlich betrachtet werden, die sprachliche Verbindung von Werben und Schenken bezeichnen, die in der Frage mündet, ob es das optimale Werbegeschenk überhaupt gibt. In der vorliegenden Arbeit soll es nicht nur darum gehen, warum ein Werbegeschenk in der Lage ist, eine Reihe von Zielen und Funktionen zu erfüllen und in welchen Bereichen des Marketing und der Kommunikationspolitik es eine bedeutende Rolle spielt, sondern es werden eine Reihe von Problemen betrachtet, die das Werbegeschenk für das Marketing als betriebswirtschaftliche Disziplin, aber auch für das Marketing eines Unternehmens in der Praxis mit sich bringt. Gang der Untersuchung: Hauptbestandteil der Arbeit ist die Betrachtung der verschiedenen Wirkungen, die von Werbegeschenken ausgehen und die damit verbundenen Schwierigkeiten, die unter verschiedenen psychologisch-theoretischen, aber auch konkreten praktischen Aspekten dargestellt werden. Dabei werden auch die gesetzlichen Hindernisse beim Einsatz von Werbegeschenken berücksichtigt. Abschließend wird der aus den za


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Product Details
  • ISBN-13: 9783838626659
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Width: 148 mm
  • ISBN-10: 3838626656
  • Publisher Date: 12 Sep 2000
  • Height: 210 mm
  • No of Pages: 112
  • Series Title: German
  • Weight: 159 gr


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