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Zukunft des Marketing ist mobil: Möglichkeiten des Einsatzes von Mobile Marketing-Instrumenten im Unternehmen

Zukunft des Marketing ist mobil: Möglichkeiten des Einsatzes von Mobile Marketing-Instrumenten im Unternehmen

          
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About the Book

Diplomarbeit aus dem Jahr 2013 im Fachbereich Ingenieurwissenschaften - Wirtschaftsingenieurwesen, Note: 2, Westsächsische Hochschule Zwickau, Standort Zwickau, Veranstaltung: Marketing, Sprache: Deutsch, Abstract: Die Erfindung des Telefons liegt beinahe 152 Jahre zurück. Über 100 Jahre hat die Entwicklung vom Telefon zum Mobiltelefon gedauert, doch in den letzten Jahrzehnten hat es sich dank innovativer Technologien rasch weiterentwickelt. Keine andere Innovation hat sich am Markt so schnell durchgesetzt: Das Mobilfunkgeschäft erreichte in weniger als sieben Jahren eine Teilnehmerzahl von 50 Millionen Kunden. Für die gleiche Anzahl von Anwendern benötigten die Festnetztelefonie fünfzig und das Internet immerhin fünfzehn Jahre. Laut einer Studie besitzen inzwischen 95 Prozent der Menschen auf der ganzen Welt ein Handy. Mittlerweile ist das mobile Endgerät in allen Alters- und Einkommensklassen präsent und zum unverzichtbaren Kultgegenstand der breiten Masse, zum omnipräsenten Wegbegleiter und vielfach zu einem "Life-support-Tool" geworden. Mobile Endgeräte dienen nicht mehr nur der Kontaktaufnahme mit Freunden, Familie und Bekannten, sondern auch der Informationsbeschaffung, der Überbrückung von Wartezeiten, als Zeitvertreib, Spielkonsole, Digitalkamera und zum Musik hören. Der elektronische Lebensbegleiter lässt seine Nutzer rund um die Uhr erreichbar und mit dem "Internet to go" immer und überall online sein. Die rasante Entwicklung der Kommunikations- und Informationstechnologien hat die Gesellschaft nachhaltig verändert. Mobilität und Individualisierung sind zu zentralen Charaktereigenschaften der Gesellschaft geworden. Der mobile Lifestyle hinterlässt besonders im Informations- und Konsumverhalten der Menschen seine Spuren, sodass tradierte Erfolgsrezepte im Marketing oft nicht mehr so funktionieren wie es einst war. Angesichts der zunehmenden Vernetzung und Digitalisierung der Welt sind neue Kommunikationsansätze notwendig geworden, um die Aufmerksamkeit der


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Product Details
  • ISBN-13: 9783656532903
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 163 gr
  • ISBN-10: 3656532907
  • Publisher Date: 15 Nov 2013
  • Height: 210 mm
  • No of Pages: 118
  • Series Title: German
  • Sub Title: Möglichkeiten des Einsatzes von Mobile Marketing-Instrumenten im Unternehmen
  • Width: 148 mm


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