Viral Marketing im E-Business by Jean-Manuel Leonardi
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Viral Marketing im E-Business

Viral Marketing im E-Business


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About the Book

Werbung in all ihrer Ausführung ist dem Verbraucher im TV, Radio, in den Zeitungen und Zeitschriften gegenwärtig. Etwa 2.500- bis 5.000-mal wird jeder Konsument täglich mit ihr konfrontiert, ob bewusst oder unbewusst. Diese Zahlen lassen schon erahnen, dass die klassische Massenwerbung ein erhebliches Problem mit ihrer Effizienz hat. Konsumenten sind negativ gegenüber der Werbung eingestellt, weshalb sie eine Abwehrhaltung aufgebaut haben. Zudem ist es nicht möglich, diese Masse an Werbung aufzunehmen. Experten vermuten, dass 75% der Kampagnen kein ausgewogenes Kosten-Nutzen-Verhältnis haben. Quantitativ "versickern" hiernach 22 der jährlich in Deutschland investierten 29 Milliarden Euro für Werbung. Dieses Buch beschäftigt sich mit dem Viral Marketing (VM) und stellt zudem andere alternative Formen des Marketings im Internet vor. Der Teil A befasst sich mit dem Online-Marketing. Einleitend wird ein Überblick geboten um später einige Aspekte im Detail zu beschreiben. Hier werden speziell ausgewählte Methoden näher erläutert, welche von aktueller Relevanz sind. Dabei spielen auch neue viel versprechende Technologien eine Rolle (z. B. Advertising Exchange). Der Teil B weist den Schwerpunkt dieses Buches auf. Die Literatur beschäftigt sich erst seit kurzer Zeit mit der Thematik des VM. Besonders auf die theoretischen Grundlagen wird in der Literatur zumeist noch unbefriedigend eingegangen. Teil B beginnt mit diesem Punkt in Kapitel 1, in dem die Mund-zu-Mund-Propaganda und ihre Auswirkung auf den unternehmerischen Erfolg erläutert werden. Darauf aufbauend wird das VM definiert und dessen Anfänge aufgezeigt. Der aktuelle Forschungstand wird betreffend der Grundlagen des VM in seinen verschiedenen Facetten beleuchtet und in einem Gesamtmodell (Memetik, Tipping Point, Soziale Netzwerke) skizziert. Im Kapitel 3 werden die Kernelemente des VM identifiziert und ausführlich beschrieben. Alle zuvor herausgearbeiteten Aspekte werden im Kapitel 4 dann in einem Modell eines Kampa
About the Author: Jean-Manuel Leonardi, Diplom Betriebswirt (FH) / BA (Hons) in European Business, Fachhochschule Münster / University of Lincoln.


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Product Details
  • ISBN-13: 9783836665209
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Width: 148 mm
  • ISBN-10: 3836665204
  • Publisher Date: 16 Oct 2008
  • Height: 210 mm
  • No of Pages: 132
  • Series Title: German
  • Weight: 218 gr


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