E Branding Markenf Hrung Im Internet
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E Branding
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Author : Anne Bülow
language : de
Publisher:
Release Date : 2011
E Branding written by Anne Bülow and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with categories.
E Marketing
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Author : Stephen Dann
language : en
Publisher: Bloomsbury Publishing
Release Date : 2017-09-16
E Marketing written by Stephen Dann and has been published by Bloomsbury Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-09-16 with Business & Economics categories.
Combining academic rigour and practical application, E-Marketing brings together a theoretical framework from academic peer reviewed literature with contemporary developments in internet technology. Considering marketing theory and practice, the text demonstrates how conceptual frameworks can be applied to the e-marketing environment.
E Branding Ansatzpunkt Der Markenf Hrung Im Netz
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Author : Melanie Peilstöcker
language : de
Publisher: GRIN Verlag
Release Date : 2007
E Branding Ansatzpunkt Der Markenf Hrung Im Netz written by Melanie Peilstöcker and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007 with Business & Economics categories.
Studienarbeit aus dem Jahr 2003 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 2,0, Duale Hochschule Baden-W rttemberg, Ravensburg, fr her: Berufsakademie Ravensburg, 42 Quellen im Literaturverzeichnis, Sprache: Deutsch, Abstract: In den letzten Jahren ist infolge zunehmenden Wettbewerbsdrucks eine ernorm steigende Anzahl von Produkten und Marken unterschiedlicher Anbieter ber alle Branchen hinweg zu verbuchen. Um sich auf dem Markt behaupten zu k nnen, kommt daher dem Internet als neuem Vertriebskanal bzw. als Informations- und Kommunikationsplattform im Rahmen der Markenf hrung eine wichtige Bedeutung zu; nicht zuletzt aufgrund erheblicher Effizienzverluste klassischer Kommunikation. Die alleinige Anwesenheit einer Marke im Netz reicht jedoch heute nicht mehr aus. Noch fehlen vielen Unternehmen die Grundlagen einer identit tsorientierten Markenf hrung. Sie riskieren daher schwerwiegende Imageverluste. Der Aufbau und die Pflege von E-Brands bzw. Marken im Internet sind berlebenswichtige Aspekte im Zuge der einsetzenden Marktbereinigung.
E Branding
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Author : Sandra Meesters
language : de
Publisher:
Release Date : 2001
E Branding written by Sandra Meesters and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001 with categories.
Internet Marketing
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Author : Alan Charlesworth
language : en
Publisher: Routledge
Release Date : 2009
Internet Marketing written by Alan Charlesworth and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009 with Business & Economics categories.
Internet Marketing: A Practical Approach is a step-by-step guide to marketing using the internet. Concentrating on the operational and functional aspects of this dynamic area, the book is packed with tactical advice and real-life examples from those leading the field to help you succeed. Written as an accessible guide to equip you for the online element of any contemporary marketing role, Internet Marketing covers all the key topics, including search engine optimization and social media marketing, before moving on to consider the internet as part of an integrated marketing strategy. With real-world case studies to illustrate e-marketing in practice and exercises to help you analyse, plan and execute effective strategies within the workplace, this practical resource will prepare you to undertake internet marketing across a variety of organizations. More than just a book, this complete package features an associated website at www.alancharlesworth.eu/internetmarketing which hosts the case studies for the book, offers further tips and advice, and provides access to a wealth of extra material such as up-to-date references and web links.
E Marketing
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Author : Cor Molenaar
language : en
Publisher: Routledge
Release Date : 2013-07-03
E Marketing written by Cor Molenaar and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-07-03 with Business & Economics categories.
Without a doubt, new technologies, and notably the Internet, have had a profound and lasting impact on the marketing function. A paradigm shift has occurred which will forever change the way marketers and marketing managers work. In this brand new textbook, supplemented by practical examples throughout, Cor Molenaar summarizes classic concepts and current developments to create a new, integrated marketing model, in which all components are part of a customer-oriented approach.
E Branding Markenf Hrung Im Internet
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Author : Roland Pohl
language : de
Publisher:
Release Date : 2004
E Branding Markenf Hrung Im Internet written by Roland Pohl and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with categories.
A New Theory Of Branding For The Online Environment
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Author : Volker Schmid
language : en
Publisher: GRIN Verlag
Release Date : 2011-05
A New Theory Of Branding For The Online Environment written by Volker Schmid and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-05 with Business & Economics categories.
Seminar paper from the year 2005 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A, University of Teesside (Teesside Business School), 28 entries in the bibliography, language: English, abstract: "According to De Chernatony (2000) a brand is a brand regardless of its environment. Therefore, there is no need for a new theory of branding for the online environment, but merely a different approach to executing the brand's essence". The aim of this paper is to conclude whether brands in a mortal and bricks environment are different from brands in a 'click' environment, and therefore, if a new theory of branding is required. De Chernatony (2000) believes that a "brand is a brand regardless of its environment", which he substantiates by analysing the assumptions about migrating brands to the Internet, and the impact of online communities. In order to test De Chernatony's idea, it is necessary to define and understand a 'brand', its components and functions. For the consumer, a brand provides orientation in the 'product jungle', and facilitates the identification of a specific product among competitive ones. Furthermore, it lowers the purchasing risk, as the customer can trust the functional and emotional quality of the brand (Biel, 2000). Lasty, a brand allows the customer to transfer the brand image to himself. Bugdahl (1998) describes this as a personalisation function or 'snob syndrome', for example, a BMW owner has the physical and emotional experience of "being sporty and having friends" (Herrmann, 2000). Understanding the meaning of a brand, its components and functions, the following section discusses if the essence of a brand changes in an online environment.
Advances In Electronic Marketing
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Author : Irvine Clarke
language : en
Publisher: IGI Global
Release Date : 2005-01-01
Advances In Electronic Marketing written by Irvine Clarke and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005-01-01 with Business & Economics categories.
"This book addresses Internet marketing and the World Wide Web, and other electronic marketing tools such as geographic information systems, database marketing, and mobile advertising"--Provided by publisher.
E Marketing
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Author : Raymond D. Frost
language : en
Publisher: Routledge
Release Date : 2016-06-03
E Marketing written by Raymond D. Frost and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-06-03 with Business & Economics categories.
For courses in Internet Marketing or E-marketing This book teaches marketers how to engage and listen to buyers, and how to use what they learn to improve their offerings in today’s Internet- and social media-driven marketing environment. It brings traditional marketing coverage up-to-date with a thorough, incisive look at e-marketing planning and marketing mix tactics from a strategic and tactical perspective. The focus is on the Internet and other technologies that have had a profound effect on how marketing is approached today. Included is coverage of marketing planning; legal and global environments; e-marketing strategy; and marketing mix and customer relationship management strategy and implementation issues. A major revision, this seventh edition reflects the disruption to the marketing field brought about by social media. As such it covers many new topics that represent the changes in e-marketing practice in the past two years. Because of the ever-changing landscape of the Internet, the authors suggest reading this book, studying the material, and then going online to learn more about topics of interest. Features: Better understanding of new concepts in today’s electronic marketplace is accomplished as the book puts that new terminology into traditional marketing frameworks. Readers are encouraged to exercise critical thinking and attention to their own online behavior in order to better understanding the e-marketer’s perspective, strategies, and tactics–to think like a marketer. Although the focus is on e-marketing in the United States, readers also see a global perspective in the coverage of market developments in both emerging and developed nations. An entire chapter devoted to law and ethics, and contributed by a practicing attorney, updates readers on the latest changes in this critical area. Readers are guided in learning a number of e-marketing concepts with the help of some outstanding pedagogical features: -Marketing concept grounding helps readers make the connection between tradition and today. Material in each chapter is structured around a principle of marketing framework, followed by a look at how the internet has changed the structure or practice, providing an ideal bridge from previously learned material. -Learning objectives set the pace and the goals for the material in each chapter. -Best practices from real companies tell success stories, including new examples of firms doing it right. -Graphical frameworks serve as unique e-marketing visual models illustrating how each chapter fits among others. -Chapter summaries help readers review and refresh the material covered. -Key terms are identified in bold text within the chapter to alert readers to their importance. -Review and discussion questions are another device to be used for refreshing readers’ understanding of the material in the chapter. -Web activities at the end of each chapter help readers become further involved in the content. -This revision reflects the disruption to the marketing field based on social media. A major revision from the sixth edition, it includes many new topics, as dictated by changes in e-marketing practice in the past two years. -Three important Appendices include internet adoption statistics, a thorough glossary, and book references. NEW. Students get a broader look at social media as it is now integrated throughout the book, instead of confined to one chapter. NEW. A look a new business models continues and strengthens the approach of learning from real life examples. Added and described in detail are such models as social commerce (and Facebook commerce), mobile commerce and mobile marketing, social CRM, crowsourcing, and many important be less pervasive models such as crowfunding, freemium, and flash sales. NEW.Chapters 12, 13 and 14 were completely rewritten to reflect the move from traditional marketing communication tools to the way practitioners current describe IMC online: owned, paid and earned media. NEW. Readers see examples of many new and interesting technologies that are today providing marketing opportunities, both in the Web 2.0 and 3.0 sections. NEW. The chapter-opening vignettes continue to play an important role in illustrating key points. Two new vignettes and new discussion questions about each chapter opening vignette are included. NEW.Included are many new images in every chapter, plus updated “Let’s Get Technical” boxes. NEW.Other chapter-specific additions that further enhance understanding of the concepts include: -More social media performance metrics (Ch. 2) -“Big data” and social media content analysis (Ch. 6) -New consumer behavior theory and “online giving” as a new exchange activity (Ch. 7) -Social media for brand building (Ch. 9) -App pricing and web page pricing tactics (Ch. 10)