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Einsatzmöglichkeiten des Internet als Marketing-Instrument

Einsatzmöglichkeiten des Internet als Marketing-Instrument

          
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About the Book

Inhaltsangabe: Einleitung: In den letzten Jahren vollzog sich ein wahrer Boom jenes neuen Mediums Internet. Die Einführung einer graphischen Benutzeroberfläche zu Beginn der neunziger Jahre, kostengünstige Zugangsmöglichkeiten sowie die anhaltenden Preissenkungen bei Soft- und Hardwarekomponenten führten dazu, dass das Internet für eine stark wachsende Zahl von Privatpersonen interessant wurde. Nicht zuletzt durch die zunehmende Thematisierung in den klassischen Medien ist das Internet für den privaten Anwender zum Nutz- und Prestigeobjekt aufgestiegen. Das einstige Wissenschaftsnetz befindet sich im Wandel zum Massenmedium. Die sich hieraus ergebende Chance, das Internet kommerziell zu nutzen, wird auch von immer mehr deutschen Unternehmen erkannt. Fast fünfzig Prozent der Unternehmen in Deutschland präsentieren sich und ihre Produkte/Dienstleistungen bereits über das Medium Internet. Viele Unternehmen tun sich aber schwer, die Möglichkeiten, welche das Internet ihnen bietet, zu erfassen und richtig zu beurteilen. Mangelnde Kenntnis und Erfahrung mit dem Internet führen häufig zu Fehlentscheidungen. So hat die häufig festzustellende Vernachlässigung von Aspekten wie: strategische Planung, mediengerechte Implementierung oder Erfolgskontrolle zur Folge, dass die hohen Erwartungen an das Medium nicht erfüllt werden können und sich Enttäuschung bei den im Internet agierenden Unternehmen einstellt. Problemstellung: Die vorliegende Diplomarbeit beschäftigt sich mit dem Internet als Marketing-Instrument. Sie soll kleinen und mittelständischen Unternehmen einen Überblick über die Struktur des Internet und dessen Potentiale und Restriktionen für den Einsatz im Marketing ermöglichen. Die Darstellungen beziehen sich dabei in ihrem Schwerpunkt auf den Bereich des Absatz-Marketing eines Unternehmens, das seine Leistungen im Markt anbietet, wobei sich die Ausführungen hauptsächlich auf Marktbeziehungen zwischen Anbietern und privaten Nachfragern (Business-to-Consumer-Ber


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Product Details
  • ISBN-13: 9783838694818
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Weight: 199 gr
  • ISBN-10: 3838694813
  • Publisher Date: 27 Mar 2006
  • Height: 210 mm
  • No of Pages: 144
  • Series Title: German
  • Sub Title: Am Beispiel eines mittelständischen Dienstleistungsunternehmens
  • Width: 148 mm


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