Vom Marketing zum Societing Book by Robin Sudermann
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Vom Marketing zum Societing

Vom Marketing zum Societing

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About the Book

Masterarbeit aus dem Jahr 2010 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Hochschule Wismar (Wings), Sprache: Deutsch, Abstract: Die globalen Veränderungen innerhalb der letzten Jahrzehnte sind fundamental. Es gibt kaum eine Branche, die nicht davon betroffen ist. Die Auswirkungen des Wandels sind noch nicht abschließend zu beurteilen. Fest steht aber schon jetzt, dass wir im Wissenszeitalter angekommen sind. Die Marke bekommt darin eine neue Bedeutung. Sie muss in Zeiten eines immer schnelleren technologi- schen Wandels Orientierung geben, während sie Werte vermittelt. Sie muss Sicherheit bieten, indem sie Routine und Wiederholung versprüht. Gleichzeitig muss die Marke offen sein für Neues und durch Inno- vatives überraschen. Sie muss ihre Kunden inspirieren und dabei helfen, sich zu differenzieren. Daraus ergibt sich ein Spannungsfeld künftiger Markenführung. Bislang zeigte sich das Marketing dafür verantwortlich. Es führte Marken im Kontext eines ganzheitlichen Führungsansatzes und richtete sie marktorientiert aus. Societing erweitert den Fokus an dieser Stelle nicht nur, es verändert ihn. Im Zentrum steht nicht länger der nur Markt, sondern die Gesellschaft. Societing berücksichtigt Menschen, die ein natürliches Interesse an der Marke haben und sich mit ihr verbinden wollen. Aufmerksamkeit gegenüber den Anspruchsgruppen tritt an die Stelle der Vermarktung gegenüber Zielgruppen. Eine grundlegende Werteorientierung ersetzt die reine Profitorientierung. Die Marke richtet sich anhand immaterieller Wünsche aus und wird zum Sinnstifter. So kann sie sich auf ihren Kern konzentrieren, denn ursprünglich wurde sie erfunden, um Produkte und Leistungen zu kennzeichnen, nicht um selbst ein Produkt zu sein. Diese Rückbesinnung macht sie zukunftsfähig. Die Konsumenten haben sich verändert. Sie vernetzen sich untereinander und reden über Marken; öffentlichkeitswirksam und reichweitenstark. Das Web 2.0 bietet dafür die zentrale Plattform, denn es hat


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Product Details
  • ISBN-13: 9783656079729
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Weight: 195 gr
  • ISBN-10: 3656079722
  • Publisher Date: 28 Dec 2011
  • Height: 210 mm
  • No of Pages: 104
  • Series Title: German
  • Sub Title: Paradigmenwechsel in der Markenführung am Beispiel von Konsummarken im Zeitalter des Web 2.0
  • Width: 148 mm


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