Permission Marketing Book by Julia Cebis - Bookswagon
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Permission Marketing

Permission Marketing


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About the Book

Bachelorarbeit aus dem Jahr 2010 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: Sehr Gut, Campus02 Fachhochschule der Wirtschaft Graz, Sprache: Deutsch, Abstract: Mangelnde Aufmerksamkeit der Konsumenten, Reizüberflutung und sinkende Response Quoten sind das Ergebnis von Massenwerbung. Kunden nehmen sich keine Zeit mehr für unpersonalisierte Standartbotschaften und empfinden diese lediglich als Zeitdiebstahl. Ein möglicher Ansatzpunkt aus der Massenwerbung stellt das sogenannte "Permission Marketing" dar. Erwartete Nachrichten, welche persönlich an den Konsumenten gerichtet sind und für diesen relevante Botschaften enthalten. Besonders das Instrument E-Mail ist dafür prädestiniert, um mit dem Konsumenten zu kommunizieren und eine nachhaltige Beziehung zu diesem aufzubauen. Daher setzt sich diese Arbeit zum Ziel, die Themen "Permission Marketing" und "Kommunikationspolitik im Internet" zu erarbeiten, um im Anschluss die beiden Themenblöcke zusammenzuführen. Sprich um dem Leser einen Einblick in die Welt der Erlaubnismöglichkeiten im Internet zu verschaffen. Die vorliegende Arbeit zeigt zu Beginn des dritten Kapitels den Zusammenhang zwischen "Permission Marketing" und "One-to-One Marketing" auf. Im Anschluss wird eine gängige Methode vorgestellt um eine Erlaubnis vom Kunden einzuholen. Im letzten Teil dieses Kapitels werden die Chancen und Risiken des "Permission Marketings" näher erläutert. Im Kapitel vier wird der Themenblock "Kommunikationspolitik im Internet" behandelt. Unter anderem werden in diesem Kapitel die Werbewirkung des Internets und die verschieden Online-Kommunikationsinstrumente analysiert. Darauf basierend werden im nächsten Kapitel die Themen "Permission Marketing" und "Kommunikationspolitik im Internet" zusammengeführt. Ansatzpunkte des E-Mail Marketings werden erklärt, sowie auf die Bedeutung und Wirkungsweise der erlaubnisbasierten E-Mail im Internet wird näher eingegangen.


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Product Details
  • ISBN-13: 9783640874545
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Weight: 159 gr
  • ISBN-10: 3640874544
  • Publisher Date: 24 Mar 2011
  • Height: 210 mm
  • No of Pages: 72
  • Series Title: German
  • Sub Title: Die Rolle der Online Kommunikation in Zusammenhang mit der Erlaubnis
  • Width: 148 mm


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