Event-Marketing Book by Silke Siegel - Bookswagon
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Event-Marketing

Event-Marketing


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About the Book

Inhaltsangabe: Einleitung: Heutzutage wird es für die einzelnen Marktanbieter der drei Wirtschaftssektoren immer schwieriger in zunehmend gesättigten Märkten, bei hohem Konkurrenzdruck und in unkonstanten Wirtschaftslagen zu bestehen. Viele Produkte und Dienstleistungen sind in ihren Grundeigenschaften nahezu identisch. Die wesentliche Aufgabe moderner Marketingkommunikation besteht daher in der Schaffung von psychologischem Zusatznutzen. Produkte, Dienstleistungen und Unternehmen benötigen ein eigenes, charakteristisches Profil, um im Wettbewerb Persönlichkeit beweisen zu können. Aktionen mit Ereignischarakter und direkter Zielgruppenansprache schaffen die notwendigen Differenzierungsfaktoren, indem sie emotionale Nutzenvorteile begreifbar machen und damit Markenpersönlichkeiten prägen. Gerade in Zeiten zunehmender Informationskonkurrenz steht der Konsument einer großen Anzahl von Reizen gegenüber. Angesichts der Flut von Werbebotschaften, denen er fast ununterbrochen ausgesetzt ist, können sich folglich nur solche Informationen durchsetzen, die den Empfänger stärker als die konkurrierenden Informationen aktivieren und denen er damit die gezielte und ungeteilte Aufmerksamkeit schenkt. Es wird wichtiger die Bedeutung der Kommunikation als Wettbewerbsfaktor zu erkennen und für das eigene Unternehmen in Wettbewerbsvorteile umzusetzen. Doch „um die Wirksamkeit kommunikationspolitischer Maßnahmen zu erhöhen, müssen die grundlegenden Werthaltungen der Umworbenen berücksichtigt werden. Derzeitig sind es vor allem die Erlebnis- und Genußorientierung, das Gesundheits- und Umweltbewußtsein sowie die Betonung der Freizeit, die als Trends zur Verwirklichung eines unabhängigen und eigenständigen Lebensstils aufzufassen sind." Aus diesen Entwicklungen heraus entstehen neue Mittel der Zielgruppenansprache, wie zum Beispiel das Event-Marketing. Dieses Instrument berücksichtigt die zunehmende Bedeutung von Erfahrungsaustausch und persönlichen Vertrauensverhältnissen, weil die Erkl


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Product Details
  • ISBN-13: 9783838603681
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 10 mm
  • Weight: 290 gr
  • ISBN-10: 3838603680
  • Publisher Date: 26 Aug 1997
  • Height: 210 mm
  • No of Pages: 176
  • Series Title: German
  • Sub Title: Planung, Konzeption und Durchführung von Events und deren besondere Bedeutung für die Dienstleistungsbranchen, insbesondere der Touristik
  • Width: 148 mm


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