Guerilla Marketing Book by Jannek Bartz - Bookswagon
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Guerilla Marketing

Guerilla Marketing


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About the Book

Studienarbeit Universität Graz
Diese Arbeit setzt es sich zum Ziel das Thema Guerilla Marketing aus unterschiedlichen Perspektiven zu beleuchten. Welche Formen von Guerilla Marketing gibt es und wie funktionieren sie? Im ersten Teil wird die Geschichte dieser Marketingformen kurz aufgezeigt, um so besser verstehen zu können wie und warum sich Guerilla Marketing weiterentwickelt hat.
Auch wird hierbei die Funktionsweise von Guerilla Marketing hinterfragt: Hierzu ist eine Abgrenzung zu traditioneller Werbung wichtig, um dann einzelne Anwendungsbereiche und Strategien anhand von realen Marketingbeispielen zu illustrieren. Da ein wichtiger Grund für das vermehrte Aufkommen von Guerilla Marketing der Wandel im Konsumverhalten ist, wird im speziellen auf die Zielgruppe der "Bobos" eingegangen um aufzuzeigen für welch Charaktere diese Form des Marketings besonders anspricht.

Die empirische Zielsetzung erflogt im zweiten Teil dieser Arbeit, es wird das Erfolgspotenzial anhand von zwei realen Marketingbeispielen überprüft. Dazu werden die Guerilla Marketing Aktion des Unternehmens "SAX Eis" und eine Kampagne der Partei die "Grünen" analysiert und Interviews mit den zuständigen Personen geführt.

Da sich bei genauer Betrachtung keineswegs nur Vorteile aus dem Guerilla Marketing ergeben, behandelt das letzte Kapitel die Risiken und möglichen negativen Folgen und führt auch hier einige internationale Beispiele an um die Gültigkeit der aufgestellten Thesen zu beweisen.
Inhalt
1. Einleitung
2. Was ist Guerilla Marketing?
2.1. Definition und Entstehungsgeschichte
2.2. Begriffserklärungen
2.3. Wieso entstand Guerilla?
3. Wie funktioniert Guerilla Marketing?
3.1. Unterschied zu traditioneller Werbung
3.2. Anwendungsbereiche des Guerilla Marketing
3.3. Wer hat Mut und steigt um?
3.4. Strategien und Taktiken
4. Die neuen Kosumenten
5. Hat Guerilla-Marketing Erfolgspotenzial?
5.1. SAX Eis Graz
5.2. Die Grünen
6. Mögliche Risiken und negative Folgen von Guerilla Marketing
7. Zusammenfassung
8. Literaturverzeichnis
8.1. Sekundärliteratur
8.2. Internetquellen


Studienarbeit Universität Graz
Jannek Bartz (Pseudonym www.dokumente-online.com)


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Product Details
  • ISBN-13: 9781523389254
  • Publisher: Createspace Independent Publishing Platform
  • Publisher Imprint: Createspace Independent Publishing Platform
  • Height: 229 mm
  • No of Pages: 58
  • Series Title: German
  • Sub Title: Erfolg durch große Ideen und kleines Budget?
  • Width: 152 mm
  • ISBN-10: 1523389257
  • Publisher Date: 12 Jan 2016
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Weight: 141 gr


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