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Internet als neues Marketinginstrument

Internet als neues Marketinginstrument

          
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About the Book

Inhaltsangabe: Einleitung: Diese Arbeit beschreibt detailliert die historische Entwicklung des Internets und seiner Dienste, die Möglichkeiten, die das Internet dem Marketing bietet, und setzt sich kritisch mit bestehenden Beispielen aus dem Internet auseinander. Es werden wichtige Merkmale und Regeln der „Netiquette" herausgearbeitet und Vorschläge zur Erstellung einer marketing-wirksamen Unternehmenspräsenz im WWW erörtert. Getragen wird diese Ausführung von aktuellen Umfragen / Erhebungen von anerkannten Forschungsinstituten. Neben der Vorbereitung und Durchführung einer Homepage, liegt der Schwerpunkt dieser Arbeit in der Site-Promotion und ihrer Auswertung. Verschiedene „Werbeformen" werden beispielhaft aufgezeigt und interpretiert. Folgende Fragen beschreiben den Inhalt dieser Diplomarbeit: „Wie will ich werben?", „Wie nutze ich das Internet richtig?", „Hat meine Internet-Präsenz Erfolg?" und „Wie messe ich diesen Erfolg?". Inhaltsverzeichnis: Inhaltsverzeichnis: AbkürzungsverzeichnisIII AbbildungsverzeichnisV TabellenverzeichnisVII 1.Einleitung1 1.1Problemstellung1 1.2Abgrenzung2 1.3Gang der Untersuchung3 2.Marketingbegriff5 2.1Klassische Definition5 2.2Auseinandersetzung mit der heutigen Marktsituation5 3.Klassische Marketingmedien7 3.1Printmedien7 3.2Radio/ Fernsehen8 4.Neues Medium Internet8 4.1Geschichte8 4.2Technische Grundlagen10 4.2.1Client/Server - Architektur10 4.2.2TCP/IP - Protokoll11 4.2.3Adressierungssystem12 4.3Dienste des Internet14 4.3.1E-Mail14 4.3.2WWW15 4.4Vergleich der Werbeträger: TV, WWW, Print19 4.5Vorteile des WWW21 4.5.1Multimedialität, Interaktivität21 4.5.2Kundenservice22 4.5.3Wettbewerbsvorteile23 4.5.4Firmenimage25 4.5.5Kostenaspekt26 4.6Demographische Darstellung des Internets und seine Potentiale27 4.6.1Das deutsche Internet27 4.6.2Boom des WWW35 4.6.3Zusammenfassung37 5.Die eigene Internet - Präsenz: die Homepage37 5.1Erstellung der Homepage37 5.1.1Generelle "Faustregeln"37 5.1.2Unternehm


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Product Details
  • ISBN-13: 9783838625072
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3838625072
  • Publisher Date: 17 Jul 2000
  • Height: 210 mm
  • No of Pages: 96
  • Series Title: German
  • Weight: 136 gr


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