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Wie unterstützen Messenger-Dienste den Vertrieb? Messenger-Dienste und Mobile Commerce

Wie unterstützen Messenger-Dienste den Vertrieb? Messenger-Dienste und Mobile Commerce

          
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About the Book

Studienarbeit aus dem Jahr 2020 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2, FOM Hochschule für Oekonomie & Management gemeinnützige GmbH, Frankfurt früher Fachhochschule, Veranstaltung: E-Business, Sprache: Deutsch, Abstract: Das Ziel dieser Hausarbeit ist es, zum einen aufzudecken, wie relevant der WhatsApp Messenger für das Marketing und speziell den Vertrieb ist, zum anderen anhand eines praktischen Fallbeispiels einen möglichen Einsatz des Messengers zur Unterstützung des Vertriebs aufzuzeigen. In Deutschland verwenden 9 von 10 Internetnutzern Online-Kommunikationsdienste wie Messenger, auf die sie auch zu gar keiner Zeit mehr verzichten möchten. Dabei zählt der Messenger WhatsApp, der 2014 von Facebook Inc. übernommen wurde, in Deutschland zu den beliebtesten. In den letzten vier Jahren hat sich die Nutzerpräferenz vom Short Message Service deutlich auf online basierte Messenger-Dienste verlagert. 2012 wurden in Deutschland noch angeregt SMS (Short Message Service) versendet, jedoch ist dieser Telekommunikationsdienst drei Jahre später schon weitestgehend durch Nachrichten über den Messenger WhatsApp ersetzt worden. Ursächlich für diesen massiven Rückgang war, dass mit dem Instant Messenger WhatsApp Nachrichten weltweit und kostenlos über das Internet versendet werden konnten. Die Allgegenwärtigkeit des Smartphones erleichtert nicht nur die Kommunikation mit Freunden und Familie in Echtzeit, sondern lädt zunehmend auch zum Online-Shoppen ein. Das Online-Shoppen mittels mobiler Endgeräte wird als M-Commerce bezeichnet und ist ein Aspekt des E-Commerces. Um die Forschungsfragen zu beantworten, wird zunächst in einem theoretischen Teil in das Thema eingeführt. Dabei werden relevante Marketingstrategien und Instrumente der Marketingkommunikation aus den kurz aufgefächert und Begrifflichkeiten aus dem Feld Marketing geklärt. Dem deskriptiven Teil schließt sich der Praxisteil an, in dem anhand eines konkreten Fallbeispiels der praktische


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Product Details
  • ISBN-13: 9783346180254
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 28
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3346180255
  • Publisher Date: 18 Apr 2020
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 50 gr


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