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Wie man mit der Sehnsucht nach Glück Kunden online binden kann: Glückskommunikation bei mymuesli

Wie man mit der Sehnsucht nach Glück Kunden online binden kann: Glückskommunikation bei mymuesli

          
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About the Book

Wie können Konsumenten noch erfolgreicher an die Marke eines Unternehmens gebunden werden? Gekoppelt an den Zeitgeist des 21. Jahrhunderts - das Streben nach Glück und der Erfüllung im Leben - öffnet sich das Themenfeld der Glückskommunikation für Unternehmen. Dieses Buch beschäftigt sich mit der Frage, wie Unternehmen die Sehnsucht nach Glück für sich nutzen können, um ihre Kunden durch Kommunikationsmittel und Produkte glücklicher zu machen und somit an sich zu binden. Dabei wird die Rolle von Marken in zwischenmenschlichen Beziehungen beschrieben und der mögliche Einsatz Positiver Psychologie im Onlinemarketing untersucht. Das Unternehmen mymuesli dient als anschauliches Praxisbeispiel für die Umsetzung der Glückskommunikation. Deren Faktoren werden abschließend in einer Studie überprüft und verifiziert. Magazine wie die "Happiness" befassen sich ausschließlich mit dem Thema Glück und Inhalten, die uns Gutes versprechen. Yoga-Studios, die uns Zufriedenheit und Wohlbefinden lehren, gehören zu dem normalen innerstädtischen Straßenbild einer deutschen Großstadt. Trend-Forscher wie Peter Wippermann veröffentlichen Anleitungen, wie man in zehn Schritten glücklich werden kann und die Poetry Slammerin Julia Engelmann spricht in einem viralen YouTube-Video von all den Glücksmomenten, nach denen sie sich sehnt. Mit einer Coca Cola löscht man längst nicht mehr nur den Durst, sondern macht sich nebenbei Freude auf. Das von Coca Cola eingerichtete "Happiness-Institut" bietet Glücksdurstigen ein ganzes Portal, um das Glück für sich zu finden. Die Suche nach dem persönlichen Glück scheint dem aktuellen Zeitgeist zu entsprechen. Und das in einer Zeit, in der es den Deutschen so gut geht wie lange nicht mehr. Parallel zum steigenden Wohlstand wächst in den westlichen Ländern eine Generation heran, der alle Möglichkeiten offen stehen. Die Generation Y kann mit einem Klick den Regenwald retten, sich das Studium durch den Staat finanzieren lassen, ein "Erasmus-Jahr" in der Wuns


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Product Details
  • ISBN-13: 9783946458982
  • Publisher: Studylab
  • Publisher Imprint: Studylab
  • Height: 210 mm
  • No of Pages: 136
  • Series Title: German
  • Sub Title: Glückskommunikation bei mymuesli
  • Width: 148 mm
  • ISBN-10: 394645898X
  • Publisher Date: 02 Dec 2016
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Weight: 190 gr


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