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Marketing 2.0

Marketing 2.0

          
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About the Book

Bachelorarbeit aus dem Jahr 2007 im Fachbereich Medien / Kommunikation - Multimedia, Internet, neue Technologien, Note: 1,0, Hochschule Mittweida (FH), Sprache: Deutsch, Abstract: Märkte werden wieder zu Gesprächen. Mit dem Web 2.0 werden die Dialoge auf dem Marktplatz aus dem 19. Jahrhundert nach über 150 Jahren global. Der einseitige Produzenten-Konsumenten-Kanal der Massenmedien wird wieder aufgebrochen und durch vielzählige Interaktionsmöglichkeiten ergänzt. Diese Arbeit zeigt, welche Instrumente und Möglichkeiten ein Produzent hat, sich auf Augenhöhe mit seinen Konsumenten zu unterhalten und zu interagieren. Mit vielen praxisnahen Beispielen werden Anregungen gegeben, wie sich interaktive Mitmach-Elemente in den kompletten Marketing-Mix integrieren lassen. Die Grenzen zwischen Produzenten und Konsumenten verschwimmen. Der Konsument bekommt mit dem Web 2.0 erstmals Werkzeuge in die Hand, selbständig auf dem globalen Markt über den Produzenten zu sprechen, sich mit anderen zu vernetzen und interaktiv Inhalte zu generieren. Jeder kann Meinungen über Produkte und Marken einfach veröffentlichen und einer breiten Masse zugänglich machen. Mit der Bezeichnung Marketing 2.0 möchte diese Arbeit verdeutlichen, dass auf Grund des Nutzungsverhaltens im Web 2.0 völlig neuartige Marketingformen entstehen. Marketing 2.0 geht mit einer Öffnung der Marketingprozesse einher. Der Schwerpunkt dieser Arbeit liegt vor allem auf den Kommunikationsmaßnahmen. Der Kunde wird nicht mehr mit Werbebotschaften erdrückt, sondern durch Begeisterung und Einbeziehung an ein Produkt oder eine Marke gebunden. Es werden neue Marketingformen wie Open Source Marketing, User Generated Advertising, Crowdsourcing und Open Innovation vorgestellt. Am Beispiel von ausgewählten Filmen wird gezeigt, wie diese Methoden in der Praxis angewendet werden können. Ziel ist es einen Überblick und zugleich Ausblick auf die Veränderungen des Marketings durch das Web 2.0 zu geben.


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Product Details
  • ISBN-13: 9783638923866
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Weight: 412 gr
  • ISBN-10: 363892386X
  • Publisher Date: 21 Mar 2008
  • Height: 297 mm
  • No of Pages: 164
  • Series Title: German
  • Sub Title: Wie das Internet die Kommunikation zwischen Produzenten und Konsumenten verändert: Fallbeispiele aus der Filmvermarktung
  • Width: 210 mm


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