Social Software im Marketing Book by Torsten Liebig
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Social Software im Marketing

Social Software im Marketing


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About the Book

Inhaltsangabe: Problemstellung: 2004 wurden das Wort „googeln" in den Duden als neuer Begriff aufgenommen. „Googeln" wird lapidar mit „im Internet, bes. in Google suchen" beschrieben. Die Aufnahme eines auf einem rechtlich geschützten Markennamen basierenden Verbs in den offiziellen deutschen Wortschatz, eines Anglizismus, der noch dazu auf einem noch nicht einmal zehn Jahre alten Unternehmensnamen basiert, ist nur ein Indiz unter vielen, anhand derer sich die Bedeutung des Internets für die Informationsrecherche erkennen lässt. Informationsrecherche ist ein wesentlicher Bestandteil jeglicher Entscheidungsfindung. Meinungsbildung findet demzufolge in zunehmend im Internet statt. Dies gilt in besonderem Maße für Studienbewerber, die als jüngere Generation ein deutlich aktiveres Internetnutzungsverhalten vorweisen. Aus der Sicht des Marketing ist das Studium jedoch ein besonderes Gut: eine rein faktische Beschreibung des Studiengangs wird den wenigsten Bewerbern als Basis für ihre Entscheidung ausreichen, weil sie sich anhand derartiger Informationen noch keine Vorstellung vom zukünftigen Hochschul- und Studienleben machen können, gleichzeitig bestimmt die Entscheidung für einen Studiengang den gesamten Lebensweg des Bewerbers und besitzt demzufolge einen extrem hohen Stellenwert. Damit werden gänzlich andere Informationsrechercheprozesse in Gang gesetzt als dies bei der Informationsrecherche für eine Schulaufgabe der Fall wäre. In solchen Fällen nimmt die Bedeutung interpersonaler Kommunikation zu, um anhand der Erfahrungen anderer das Risiko einer Fehlentscheidung zu minimieren. Interpersonale Kommunikation findet mehr und mehr computervermittelt statt. Bestes Beispiel sind Weblogs, die als Symbiont von Homepages und Diskussionsforen dialogische Kommunikation stimulieren. Demzufolge weisen Weblogs enorme Potentiale für Marketingzwecke auf. Gang der Untersuchung: Die vorliegende Arbeit untersucht Potentiale und Risiken im Hochschulmarketing durch den Einsatz per


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Product Details
  • ISBN-13: 9783838697581
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Weight: 177 gr
  • ISBN-10: 3838697588
  • Publisher Date: 16 Aug 2006
  • Height: 210 mm
  • No of Pages: 90
  • Series Title: German
  • Sub Title: Eine Analyse über Potentiale und Risiken beim Einsatz von Weblogs im Hochschulmarketing
  • Width: 148 mm


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