Direktmarketing in Unternehmensberatungen by Jörn Paraat-zierrath
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Direktmarketing in Unternehmensberatungen

Direktmarketing in Unternehmensberatungen


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About the Book

Unternehmensberatungen stehen nicht erst seit den wirtschaftlich schwachen Jahren von 2002 bis 2004 in einem starken Wettbewerb. Deshalb haben Beratungsfirmen in den letzten zehn Jahren das eigene Marketing immer stärker ausgebaut. Trotzdem gibt es bei einigen Instrumenten des Marketing noch eine verbreitete Zurückhaltung. Inwieweit sich die Beratungsbranche dem Direktmarketing geöffnet hat, dem eher eine stark vertriebliche Ausrichtung zugesprochen wird, ist Thema dieses Buches. Der Autor Jörn Paraat-Zierrath stuft die Unternehmensberatung als eine vom Grundsatz her direktmarketingmäßig handelnde Dienstleistung ein. Die konstitutiven Merkmale des Direktmarketing wie Direktheit, Interaktivität (Dialog), Personalisierung oder Individualität sind ebenfalls elementare Ausprägungen der Beratertätigkeit. In dieser Studie wird dazu untersucht, ob die Prinzipien des Direktmarketing bei Unternehmensberatungen Eingang gefunden haben und wie stark die direkten Marketinginstrumente ausgeprägt sind. Der Autor definiert Direktmarketing als die direkte Ausprägung von Marketing in allen Instrumentalbereichen. Daher wird mit einer schriftlichen Befragung ermittelt, wie stark die direkte Ausprägung des Marketing in Unternehmensberatungen ist und welche Rahmenbedingungen die Marketinghandlungen beeinflussen. Die Fragen umfassen die Bereiche Marketingstrategie (allgemeine Einstellung zu Direktmarketing), Leistungspolitik (vor allem Differenzierung/Individualisierung von Leistungskomponenten), Leistungsvermarktung (vor allem Einsatzformen der Kommunikationsinstrumente), Leistungserstellung und Organisation (vor allem die direktmarketingtypische Nutzung von Datenbanken und Auswertungen). Anhand der Befragungsergebnisse kann allgemein zum Marketing von Unternehmensberatungen festgehalten werden, dass zwar grundsätzlich direktmarketing-orientiert gehandelt wird, dieses aber nicht in allen Bereichen bewusst ausgeführt und aktiv genutzt wird. Damit bieten sich den Beratungen beim konkreten


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Product Details
  • ISBN-13: 9783836655415
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Weight: 222 gr
  • ISBN-10: 3836655411
  • Publisher Date: 30 Jan 2008
  • Height: 254 mm
  • No of Pages: 90
  • Series Title: German
  • Sub Title: Potenziale Eines Direkten Marketing Fnr Dienstleistungen Erkennen Und Nutzen
  • Width: 178 mm


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