Ende des Verkaufsschlagers Book by Robert Gohmann
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Ende des Verkaufsschlagers

Ende des Verkaufsschlagers


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About the Book

Bachelorarbeit aus dem Jahr 2014 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Ostfalia Hochschule für angewandte Wissenschaften Fachhochschule Braunschweig/Wolfenbüttel, Sprache: Deutsch, Abstract: Chris Anderson beschreibt in seinem Buch "The Long Tail" die zunehmende Bedeutung für Nischenartikel und damit das mögliche Ende von Bestsellern. Wenn Anderson Recht behält, ist es vorstellbar, dass Verbraucher ihr Konsumverhalten individueller entwickeln können als zuvor und somit Hits, die allgemein bekannt sind, langsam abklingen. Diese Ansicht scheint allerdings, mit Betrachtung auf neue Auswertungsmethoden durch Big Data Verfahren, überholt zu sein. Hierbei handelt es sich um die Verarbeitung mit großen Datenmengen. Mittels dieses Verfahrens ist man in der Lage das Konsumverhalten sämtlicher Käufer zu analysieren und somit näher auf diese einzugehen. Diese Aussicht gibt Anlass die Theorie von Anderson in Frage zu stellen. Des Weiteren hat der Journalist und Unternehmensberater Malcolm Gladwell bereits 2000 Ansätze in seinem Buch "Tipping Point - Wie kleine Dinge Großes bewirken können" veröffentlicht, die Aufschluss darüber geben, wie Trends gesetzt werden können. Bei der Kombination von Big Data Verfahren und den Ansätzen des Tipping Points kann angenommen werden, dass Andersons Theorie untergraben werden kann und nicht mehr tragfähig ist.


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Product Details
  • ISBN-13: 9783656740582
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Kritische Analyse zur These des Long Tails unter der Beachtung von Big Data Verfahren und dem Ansatz des Tipping Points
  • Width: 148 mm
  • ISBN-10: 3656740585
  • Publisher Date: 12 Sep 2014
  • Height: 210 mm
  • No of Pages: 72
  • Spine Width: 4 mm
  • Weight: 154 gr


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