Der Kampf Um Die Aufmerksamkeit Empirische Analyse Der Kommunikation Von Deutschen B2c Unternehmensmarken Auf Facebook
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Der Kampf Um Die Aufmerksamkeit Empirische Analyse Der Kommunikation Von Deutschen B2c Unternehmensmarken Auf Facebook
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Author : Tobias Batke
language : de
Publisher: Grin Publishing
Release Date : 2015-07-23
Der Kampf Um Die Aufmerksamkeit Empirische Analyse Der Kommunikation Von Deutschen B2c Unternehmensmarken Auf Facebook written by Tobias Batke and has been published by Grin Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-07-23 with categories.
Masterarbeit aus dem Jahr 2015 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,3, Fachhochschule Bonn-Rhein-Sieg in Sankt Augustin, Veranstaltung: Technik- und Innovationskommunikation, Sprache: Deutsch, Abstract: Aufmerksamkeit ist eine knappe und begrenzte Ressource. Mit der rasanten Etablierung des Internets ist die potenziell größte Informationsquelle hinzugekommen, die die Informationsflut immer stärker ansteigen lässt. Besonders soziale Netzwerke haben einen großen Teil dazu beigetragen, dass das Informationsangebot noch nie so hoch war wie heute. Doch die Kapazität unseres Gehirnes ist biologisch begrenzt. Wir können nicht unendlich viel Informationen aufnehmen, sodass es zwangsläufig zu einem Ungleichgewicht zwischen Informationsangebot und -nachfrage kommt. Um seine Zielgruppe zu erreichen, benötigt man ihre Aufmerksamkeit. Ohne Aufmerksamkeit, keine erfolgreiche Kommunikation. Es entsteht daher ein Kampf um die Aufmerksamkeit, um möglichst seine Inhalte, Botschaften oder Ziele an die Frau oder Mann zu bringen. Besonders in sozialen Netzwerken ist die "Konkurrenz" besonders groß. Social-Media Verantwortliche kämpfen jeden Tag in den Newsstreams um das kleine bisschen Aufmerksamkeit, zwischen den Beiträgen von Freunden, Familienangehörigen oder anderen Unternehmen. Die Frage die sich also stellt ist, wie erzeuge ich die Aufmerksamkeit bei meiner Zielgruppe in sozialen Netzwerken? Die vorliegende Masterthesis beschäftigt sich mit der Fragestellung und bietet einen umfassenden Einblick rund um das Thema Aufmerksamkeit in sozialen Medien. Im Theorieteil werden zunächst die Gründe und Auswirkungen der Informationsflut als Ursache für den Kampf um die Aufmerksamkeit beschrieben. In weiteren Kapiteln wird die Aufmerksamkeit aus biologischer und psychologischer Sicht erläutert und ihr Zusammenhang zur Wahrnehmung dargestellt. Nach den Grundlagen beschäftigt sich die Thesis mit den Möglichkeiten zur Erzeugung
Future Telco
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Author : Peter Krüssel
language : en
Publisher: Springer
Release Date : 2018-07-23
Future Telco written by Peter Krüssel and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-07-23 with Business & Economics categories.
This book examines the extensive changes in markets, technologies and value chains that telecommunication companies are currently confronted with. It analyzes the crossroads they have reached and the choices that now need to be made – to be a bit pipe or a trendsetter of digitalization. Based on an analysis of the key challenges for telcos, the book derives future market scenarios and puts forward recommendations for how they can successfully position themselves. It proposes a framework based on seven “levers,” which addresses concrete measures in each step of the value chain, ranging from technology, IT and processes, to innovation, marketing and sales issues. The book discusses the current challenges and provides both general recommendations and concrete solutions. Respected experts illustrate innovative strategic and technical trends and provide insights gained in real-life transformation projects. Recent developments in the areas of regulation, product development, competition between over-the-top (OTT) providers and telcos, as well as technical innovations like 5G, SDN/NFV, LEO satellites and MEC are discussed. Accordingly, practitioners, managers and researchers alike will benefit from the book’s wealth of examples and up-to-date insights.
Reinventing Organizations
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Author : Fr?d?ric Laloux
language : en
Publisher:
Release Date : 2014
Reinventing Organizations written by Fr?d?ric Laloux and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014 with Business & Economics categories.
"The way we manage organizations seems increasingly out of date. Deep inside, we sense that more is possible. We long for soulful workplaces, for authenticity, community, passion, and purpose. In this groundbreaking book, the author shows that every time, in the past, when humanity has shifted to a new stage of consciousness, it has achieved extraordinary breakthroughs in collaboration. A new shift in consciousness is currently underway. Could it help us invent a more soulful and purposeful way to run our businesses and nonprofits, schools and hospitals? A few pioneers have already cracked the code and they show us, in practical detail, how it can be done. Leaders, founders, coaches, and consultants will find this work a joyful handbook, full of insights, examples, and inspiring stories."--Page [4] of cover.
The Software Industry
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Author : Peter Buxmann
language : en
Publisher: Springer Science & Business Media
Release Date : 2012-09-12
The Software Industry written by Peter Buxmann and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-09-12 with Business & Economics categories.
Whether ERP software, office applications, open-source products or online games: In terms of its economic characteristics, software differs fundamentally from industrial goods or services. Based on the economic principles and rules of the software industry, the book reveals strategies and business models to software vendors that comprise cooperation, distribution, pricing and production and industrialization strategies, as well as software as a service and platform concepts. Further aspects including the outsourcing behavior of software vendors and users; providing business software as open source software; selecting software; and the value chains in the software industry are also addressed. Based on a number of expert meetings, it contains numerous case studies and new empirical findings. Target audience of the book are professionals and executives from the software, consulting and IT branches as well as students and scholars of business administration, computer science, business and industrial engineering.
Artificial Intelligence In Marketing
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Author : IntroBooks Team
language : en
Publisher: IntroBooks
Release Date :
Artificial Intelligence In Marketing written by IntroBooks Team and has been published by IntroBooks this book supported file pdf, txt, epub, kindle and other format this book has been release on with Business & Economics categories.
Artificial intelligence in marketing, which is commonly known as AI Marketing, is a process of striking a chord of linkage between customer statistics and artificial intelligence hypotheses. It is basically an automated learning curve for a business house on the marketing front such that it can predict a customer’s ongoing move and the next phase of action. By doing so, a business entity can easily amplify its outlook in the interests of the customer, which, in turn, displays the quality of relevant products or services in an intelligent manner to reach a larger audience. Due to the emergence of artificial intelligence marketing solutions, an effective recourse is seen apparent in terms of bonding between scientific data points, which are amassed industriously for subsequent implementation. In other words, the erstwhile process of manual hard work of assembling and analyzing a colossal quantum of data has surely become a thing of the past.
Journalism And Media Convergence
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Author : Heinz-Werner Nienstedt
language : en
Publisher: Walter de Gruyter
Release Date : 2013-04-30
Journalism And Media Convergence written by Heinz-Werner Nienstedt and has been published by Walter de Gruyter this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-04-30 with Language Arts & Disciplines categories.
Journalism is under ever-increasing pressure, due in large part to the phenomenon of media convergence. Not only does media convergence redefine the tasks of journalists and newsrooms, it also re-shapes the business environments of media companies. In this book, international media practitioners and researchers describe and analyze the relationships between media convergence and advertising, public relations, social media and other areas of communication posing a challenge to journalism.
Effective Advertising
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Author : Gerard J. Tellis
language : en
Publisher: SAGE Publications
Release Date : 2003-11-20
Effective Advertising written by Gerard J. Tellis and has been published by SAGE Publications this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003-11-20 with Business & Economics categories.
Understanding Effective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work. The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising.
Price Management
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Author : Hermann Simon
language : en
Publisher: Springer
Release Date : 2018-12-11
Price Management written by Hermann Simon and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-12-11 with Business & Economics categories.
In this book, the world’s foremost experts on pricing integrate theoretical rigor and practical application to present a comprehensive resource that covers all areas of the field. This volume brings together quantitative and qualitative approaches and highlights the most current innovations in theory and practice. Going beyond the traditional constraints of “price theory” and “price policy,” the authors coined the term “price management” to represent a holistic approach to pricing strategy and tactical implementation. They remind us that the Ancient Romans used one word, pretium, to mean both price and value. This is the fundamental philosophy that drives successful price management where producer and customer meet. Featuring dozens of examples and case studies drawn from their extensive research, consulting, and teaching around the world, Simon and Fassnacht cover all aspects of pricing following the price management process with its four phases: strategy, analysis, decision, and implementation. Thereby, the authors take into account the nuances across industry sectors, including consumer goods, industrial products, services, and trade/distribution. In particular, they address the implications of technological advancements, such as the Internet and new measurement and sensor technologies that have led to a wealth of price management innovations, such as flat rates, freemium, pay-per-use, or pay-what-you-want. They also address the emergence of new price metrics, Big Data applications, two-sided price systems, negative prices, and the sharing economy, as well as emerging payment systems such as bitcoin. The result is a “bible” for leaders who recognize that price is not only a means to drive profit in the short term, but a tool to generate sustained growth in shareholder value over the longer term, and a primer for researchers, instructors, and students alike. Praise for Price Management “This book is truly state of the art and the most comprehensive work in price management.” - Prof. Philip Kotler, Kellogg School of Management, Northwestern University “This very important book builds an outstanding bridge between science and practice.“ - Kasper Rorsted, CEO, Adidas “This book provides practical guidelines on value creation, communication and management, which is an imperative for businesses to survive in the coming era of uncertainty.” - Dr. Chang-Gyu Hwang, Chairman and CEO, KT Corporation (Korea Telecom)
Open And Closed Innovation
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Author : Philipp Herzog
language : en
Publisher: Springer Science & Business Media
Release Date : 2011-01-22
Open And Closed Innovation written by Philipp Herzog and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-01-22 with Business & Economics categories.
Philipp Herzog develops a theoretical framework arguing that Open Innovation and Closed Innovation cultures need to be distinguished. The findings help firms cope with the challenges experienced in implementing the Open Innovation concept.
The Moralization Of The Markets
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Author : Nico Stehr
language : en
Publisher: Transaction Publishers
Release Date : 2011-12-31
The Moralization Of The Markets written by Nico Stehr and has been published by Transaction Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-12-31 with Political Science categories.
Nothing affects the modern economy (and society) more than decisions made in the market place, especially, but not only, decisions made by consumers. Although it is not startling to suggest that decisions made in production are affected by choices consumers make, consumers have long been viewed, not only by academic economists, as individual, isolated rational actors that make or refrain from purchases purely on the basis of narrow financial considerations. Markets are not and never were morally neutral. Market relations have always had an often taken-for-granted moral underpinning. The moralization of the markets refers to the dissolution and replacement of the conventional moral underpinnings of market conduct, for example, in the music market, financial markets, and corporate governance. It further implies not only the heightened importance of new ethical precepts, but the significant change in the role of moral ideals in market behavior. These profound transformations of economic conduct are accompanied and co-determined by societal conflicts. The moralization of markets represents thus a new stage in the social evolution of markets. The book is divided into four parts, in which the twelve chapters, written by contributors from different social science disciplines, deal with the context of the moralization of the markets; the major social institutions; and present case studies that examine European and American attitudes and behavior towards tobacco and GMO; expansion of the private and ethics in business; and how workers respond to the new corporate norms. This volume will be of interest to sociologists, economists, social scientists, and the general consumer alike.