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Multisensuales Dienstleistungsmarketing

Multisensuales Dienstleistungsmarketing

          
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About the Book

Das Ziel des Buches ist es, die Tangibilisierung von Dienstleistungen als mögliches Marketinginstrument zu untersuchen, welches die Merkmale dieses Sektors berücksichtigt und im Speziellen auf die Besonderheiten des Business-to-Consumer-Marktes eingeht. Dabei stehen die Auswirkungen der charakteristischen Eigenschaften von Dienstleistungen auf das Marketing und Konsumentenverhalten im Mittelpunkt der Betrachtung. Anschließend soll geprüft werden, ob sich Tangibilisierungsmaßnahmen dazu eignen, auf die sich daraus ergebenden Herausforderungen einzugehen. Zudem soll das Buch analysieren, welche Möglichkeiten bestehen, Dienstleistungen haptisch greifbar zu machen. Weiterhin ist zu klären, welche Chancen und Risiken sich daraus ergeben und ob es empfehlenswert für Unternehmen ist, dieses Instrument in ihre Marketingstrategie zu integrieren. Das vorliegende Buch soll dem Leser hinsichtlich der Frage Anregung bieten, inwiefern Unternehmen durch Beachtung der besonderen Merkmale von konsumtiven Dienstleistungen und den damit verbundenen Auswirkungen auf das Konsumentenverhalten, die vorgestellten Instrumente anwenden können. Ziel sollte es dabei sein, anhand des Einsatzes von haptischen Reizen eine Abgrenzung gegenüber Konkurrenzprodukten zu schaffen und damit eine Profilierung am Markt herbeizuführen, die in der Erlangung von Wettbewerbsvorteilen resultiert. Diese sind Voraussetzung für das langfristige Bestehen eines Unternehmens in der vorherrschenden Marktsituation. Das Buch richtet sich in erster Linie an Marketingabteilungen von Primär- aber auch Sekundärdienstleistern, die ihre Produkte an Endverbraucher absetzen. Das behandelte Thema ist insbesondere für Personen interessant, die sich im Rahmen der Produktpolitik mit der Gestaltung der angebotenen Leistung und kommunikationspolitischen Maßnahmen auseinandersetzen. Nicht zuletzt richtet sich dieses Buch an Unternehmen, die ein Interesse haben, den haptischen Sinn als Instrument zu nutzen und in diesem Zusammenhang
About the Author: Nina Jellena Steinhausen, M.A. wurde 1981 in Goch am Niederrhein geboren. Nach einem Studium an der University Zuyd in Maastricht, Niederlande, welches sie Anfang 2008 mit einem Bachelor of Business Administration abschloss, entschied sich die Autorin als Assistentin der Geschäftsleitung für die internationale Strategieberatung Booz & Company GmbH in Frankfurt am Main zu arbeiten. Bald übernahm sie eine Position im Marketing, in dessen Rahmen sie sich insbesondere mit den Themen Direktmarketing, CRM und Events befasste. Um ihre fachlichen Qualifikationen weiter auszubauen, nahm die Autorin 2009 ein berufsbegleitendes Master-Studium an der Hochschule für Oekonomie und Management mit dem Schwerpunkt Marketing und Kommunikation auf. Dieses schloss sie 2012 mit dem akademischen Grad "Master of Arts in Marketing and Communications Management" erfolgreich ab.


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Product Details
  • ISBN-13: 9783842892620
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Weight: 154 gr
  • ISBN-10: 3842892624
  • Publisher Date: 22 Jan 2013
  • Height: 210 mm
  • No of Pages: 120
  • Series Title: German
  • Sub Title: Die Auswirkungen von Produkthaptik auf das Konsumentenverhalten am Beispiel des Business-to-Consumer-Marktes
  • Width: 148 mm


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