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Business-to-Business Marketing via Internet

Business-to-Business Marketing via Internet


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About the Book

Inhaltsangabe: Einleitung: In dieser Arbeit wird das neue Paradigma des Marketing, das durch den Einsatz neuer Medientechnologien für Marketingzwecke entstanden ist, im Mittelpunkt stehen. Die Kunst des Marketing hat sich aus einem Massenmarketingmodell auf Papierbasis in Richtung digitalem, interaktivem und dialogorientiertem Modell entwickelt. In den radikalsten Ansichten wird sogar das Verschwinden von Geschäftsprozessen auf Papierbasis in diesem Jahrhundert prophezeit. Kommerzielle Transaktionen werden mittels Netzwerken durchgeführt, während auf Papier basierende Systeme eingestellt werden sollen. Diese Einschätzungen übertreffen sogar manch radikale Ansichten. Werden die auf Papier basierenden Prozesse auch weiterhin bestehen, so sind sie wahrscheinlich geeignet, von elektronischen ergänzt zu werden. Viele Marketing-Fachleute sehen in dieser Evolution den Vorteil, eine Revolution zu beginnen und die neuen Medien für eine bessere Kommunikation mit ihren Kunden, Geschäftspartnern und Angestellten zu nutzen. Mit dem Einsatz des Internet ist es vielen Unternehmen möglich, dem provinziellen Charakter ihres Geschäfts einen globalen Touch zu geben. Der Kunde ist sich indessen viel weniger der nationalen Grenzen und Distanzen bewußt. Wegen der globalen Reichweite gelingt es, mittels Internet traditionelle Marktsegmente, wie das urbane und ländliche, sowie das lokale und globale zu vermischen. Somit ergibt internationale Kommunikation die grundlegende Facette des Internet und des World Wide Web. Der Inhalt einer Website wird für Millionen von Kunden zugänglich, E-Mails werden ohne großen Mehraufwand bei den Telekommunikationskosten ein großes Publikum erreichen. Cronin behauptet, daß das Web geeignet ist, signifikante Vorteile in Form von internem Informationsmanagement, Kundenbeziehungen, Koordination von Projekten und externer Zusammenarbeit zu liefern. Mit dem Wachstum des Internet und dem rapiden Aufschwung des World Wide Web als lebensfähiges Medium für Kommunik


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Product Details
  • ISBN-13: 9783838625713
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 11 mm
  • Width: 148 mm
  • ISBN-10: 3838625714
  • Publisher Date: 16 Aug 2000
  • Height: 210 mm
  • No of Pages: 194
  • Series Title: German
  • Weight: 308 gr


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