Multichannel Marketing by Ivica Coric at Bookstore UAE
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Multichannel Marketing

Multichannel Marketing


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About the Book

Inhaltsangabe: Zusammenfassung: Diese Diplomarbeit beschäftigt sich mit den Möglichkeiten der Unternehmenskommunikation im heutigen digitalen Zeitalter. Durch die neuen Kommunikationskanäle Internet und Mobilfunk und dem daraus entstandenen veränderten Mediennutzungsverhalten müssen die Unternehmen neue crossmediale Kommunikationsstrategien entwickeln um den Dialog mit dem Kunden aufrechterhalten zu können. Andererseits ergeben sich aber vor allem dadurch viele neue Möglichkeiten sich der Unternehmensumwelt präsentieren zu können und dem Kunden einen umfassenden Service anzubieten. Neben den technologischen Entwicklungen in den letzten Jahren hatten auch davon abhängige soziale und kulturelle Veränderungen einen Einfluss auf die Beziehung zwischen dem Unternehmen und seinen Kunden. Die zunehmende Segmentierung der Gesellschaft in die unterschiedlichsten Interessensgemeinschaften und die stärkere Ausprägung persönlicher Interessen haben dazu geführt, dass sich die marketingpolitischen Maßnahmen immer mehr auf die Bedürfnisse des einzelnen Kunden konzentrierten. Neben die monologische massenmediale Kommunikation tritt zunehmend die dialogorientierte Kommunikation mit den Kunden. Interaktive Kommunikationsformen bei den elektronischen Medien erweitern noch die Möglichkeiten, indem der Benutzer seine gewünschten Informationen gezielt abrufen kann. Zunehmend werden heutzutage die erfassten Kundendaten in Datenbanken gespeichert und über verschiedene Kommunikationskanäle für neue Anwendungen genutzt. Man versucht dabei den Kunden, unabhängig davon welche Medien er in Anspruch nimmt, mit Informationen zu versorgen und auf seine individuellen Bedürfnisse mit dialogorientierten Direktmarketingmaßnahmen einzugehen. Möglichkeiten auf den einzelnen Kunden einzugehen sind beispielsweise personalisierte Newsletter über das Internet, aber auch individuelle Broschüren mithilfe des Digitaldrucks. Die Digitalisierung hat sich auch bei den Printmedien eingestellt, wodurch bei den ko


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Product Details
  • ISBN-13: 9783838684246
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 213 gr
  • ISBN-10: 3838684249
  • Publisher Date: 17 Nov 2004
  • Height: 210 mm
  • No of Pages: 116
  • Series Title: German
  • Sub Title: Potentiale des Digitaldrucks in der Unternehmenskommunikation
  • Width: 148 mm


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