Marketing im neuen Jahrtausend Book by Thomas Reiter
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Marketing im neuen Jahrtausend

Marketing im neuen Jahrtausend


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About the Book

Diplomarbeit aus dem Jahr 2011 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 2,0, Alpen-Adria-Universität Klagenfurt (Medien- und Kommunikationswissenschaften), Sprache: Deutsch, Abstract: Das Internet ist für eine Vielzahl an Menschen der industrialisierten Welt eine Selbstverständlichkeit. Es ist fest in den Lebensalltag verwoben und wird täglich aus verschiedensten Intentionen heraus genutzt. Die Anwendungsmöglichkeiten sind unsagbar vielseitig. Die weite Verbreitung, die Nutzungsintensität und die Anwendungsvielfalt dieses Netzwerkmassenmediums unterstreichen dessen Wichtigkeit für die Gesellschaft. Dementsprechend ist das World Wide Web auch für das breite Aufgabenfeld des Marketings zu einer interessanten, mit vielen Chancen und Risiken behafteten Notwendigkeit geworden. Dass das Internet mittlerweile großen Einfluss auf die Marketingstrategien und -konzepte der Unternehmen hat, ist keine Frage mehr, interessant hierbei ist allerdings, wie und warum sich das kommunikative Verhältnis zwischen Konsumenten und Unternehmen mit der massenhaften Verbreitung des Netzwerkmediums Internet geändert hat. "Digitale Technologien haben Einfluss auf die Beziehung des Endverbrauchers zu Produkten, Dienstleistungen, Marken und Unternehmen. Diese haben andere Erwartungen an die Art und Weise, in der Unternehmen mit ihnen kommunizieren, an die Verfügbarkeit von Produkten und Dienstleistungen, an die Berücksichtigung individueller Präferenzen bei der Produkt- und Dienstleistungsgestaltung und an die Preisbildung, um nur einige Aspekte zu nennen" (Frosch-Wilke/Raith 2002: V). Ein weiterer wichtiger Punkt ergibt sich durch die Möglichkeit zur Interaktivität. Diese ermöglicht Unternehmen wie auch Kunden, in einen direkten Dialog zu treten. Anders gesagt: der Konsument ist nicht mehr länger ein rein passiver Empfänger von Unternehmenskommunikation, er besitzt die Möglichkeit, selbst zu entscheiden, wann und wie er sich welchen komm


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Product Details
  • ISBN-13: 9783656175148
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Weight: 227 gr
  • ISBN-10: 3656175144
  • Publisher Date: 26 Jun 2012
  • Height: 210 mm
  • No of Pages: 128
  • Series Title: German
  • Sub Title: Von der Produktorientierung zur Beziehungspflege
  • Width: 148 mm


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