Eventmarketing Als Chance Der Gezielten Markenbindung Verhaltenspsychologische Sowie Neurobiologische Forschung Der Incentive Veranstaltungsreihe She S Mercedes Der Daimler Ag
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Eventmarketing Als Chance Der Gezielten Markenbindung Verhaltenspsychologische Sowie Neurobiologische Forschung Der Incentive Veranstaltungsreihe She S Mercedes Der Daimler Ag
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Author : Michael Ingenhoff
language : de
Publisher: GRIN Verlag
Release Date : 2017-01-11
Eventmarketing Als Chance Der Gezielten Markenbindung Verhaltenspsychologische Sowie Neurobiologische Forschung Der Incentive Veranstaltungsreihe She S Mercedes Der Daimler Ag written by Michael Ingenhoff and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-01-11 with Business & Economics categories.
Diplomarbeit aus dem Jahr 2016 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Institut für Marketing Kommunikation GmbH Berlin, Sprache: Deutsch, Abstract: In dieser Diplomarbeit widme ich mich der Thematik des Eventmarketings. Als Beispiel habe ich ein noch recht junges Event gefunden, das von der Daimler AG veranstaltet wird. Mit dem Incentive Event „She ́s Mercedes“ versucht diese eine ganz neue Zielgruppe für sich zu gewinnen, die der Frauen. Das Event ist eingebettet in die von der Daimler AG ins Leben gerufene gleichnamige Innovationplattform „She ́s Mercedes“. Mit meiner These „Eventmarketing als Chance der gezielteren Markenbindung“ möchte ich analysieren, ob Incentive Events tatsächlich erfolgreicher zur Imagebildung und damit auch zu einer besseren Markenaffinität und - Markenbindung führen, als die klassischen Werbemittel wie Out of Home Kampagnen, TV-Spots oder Print. Ich berücksichtige bei meiner Analyse die verschiedenen Marketinginstrumente, deren Zusammenspiel im Marketingmix und ziehe auch die noch junge Forschung des Neuromarketings und die Verhaltenspsychologie hinzu. Beginnen möchte ich zunächst mit den Erklärungen der wichtigsten Begriffe und deren Definition. Anschließend folgt die Vorstellung der Daimler AG mit ihrer Geschichte, als auch die von der Daimler AG im September 2015 ins Leben gerufene Innovationsplattform „She ́s Mercedes“ und deren Instrumente. Ich gebe einen Einblick in die Vergangenheit, Gegenwart und Zukunft von Incentive Events. Zudem analysiere ich die möglichen Ziele, die Zielgruppe und die Zielerreichung des als Beispiel ausgewählten Events „She ́s Mercedes“. Dabei widme ich mich auch der Beantwortung von Fragestellungen zu Themen: „Wie wirken Events im Zusammenspiel mit den einzelnen Marketinginstrumenten?“ und „Wie können diese heute und in Zukunft gezielt eingesetzt werden, um die Marketingziele zu erreichen?“ Gleichzeitig analysiere ich, welche Möglichkeiten der Inszenierung eine Rolle spielen und ob Events in Kombination mit dem Wissen aus dem Neuromarketing bzw. der Verhaltensforschung gegenüber den klassischen Werbemitteln zu einer besseren Zielerreichung führen. Dabei erörtere ich wie mögliche Ziele und Beispielveranstaltungen Einfluss auf die Zielerreichung nehmen.
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)
The History Of Marketing Thought
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Author : Robert Bartels
language : en
Publisher: Publishing Horizons, Incorporated
Release Date : 1988
The History Of Marketing Thought written by Robert Bartels and has been published by Publishing Horizons, Incorporated this book supported file pdf, txt, epub, kindle and other format this book has been release on 1988 with Business & Economics categories.
The Silent Revolution
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Author : Ronald Inglehart
language : en
Publisher: Princeton University Press
Release Date : 2015-03-08
The Silent Revolution written by Ronald Inglehart and has been published by Princeton University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-03-08 with Social Science categories.
This book contends that beneath the frenzied activism of the sixties and the seeming quiescence of the seventies, a "silent revolution" has been occurring that is gradually but fundamentally changing political life throughout the Western world. Ronald Inglehart focuses on two aspects of this revolution: a shift from an overwhelming emphasis on material values and physical security toward greater concern with the quality of life; and an increase in the political skills of Western publics that enables them to play a greater role in making important political decisions. Originally published in 1977. The Princeton Legacy Library uses the latest print-on-demand technology to again make available previously out-of-print books from the distinguished backlist of Princeton University Press. These editions preserve the original texts of these important books while presenting them in durable paperback and hardcover editions. The goal of the Princeton Legacy Library is to vastly increase access to the rich scholarly heritage found in the thousands of books published by Princeton University Press since its founding in 1905.
The Science Of Muddling Through
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Author : Charles E. Lindblom
language : en
Publisher: Irvington Publishers
Release Date : 1989-12-01
The Science Of Muddling Through written by Charles E. Lindblom and has been published by Irvington Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 1989-12-01 with categories.
The Evolution Of Cooperation
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Author : Robert Axelrod
language : en
Publisher: Hachette UK
Release Date : 2009-04-29
The Evolution Of Cooperation written by Robert Axelrod and has been published by Hachette UK this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-04-29 with Business & Economics categories.
A famed political scientist's classic argument for a more cooperative world We assume that, in a world ruled by natural selection, selfishness pays. So why cooperate? In The Evolution of Cooperation, political scientist Robert Axelrod seeks to answer this question. In 1980, he organized the famed Computer Prisoners Dilemma Tournament, which sought to find the optimal strategy for survival in a particular game. Over and over, the simplest strategy, a cooperative program called Tit for Tat, shut out the competition. In other words, cooperation, not unfettered competition, turns out to be our best chance for survival. A vital book for leaders and decision makers, The Evolution of Cooperation reveals how cooperative principles help us think better about everything from military strategy, to political elections, to family dynamics.
Strategy And Structure
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Author : Alfred D. Chandler
language : en
Publisher: Martino Fine Books
Release Date : 2013-10
Strategy And Structure written by Alfred D. Chandler and has been published by Martino Fine Books this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-10 with Business & Economics categories.
2013 Reprint of 1962 Edition. Full facsimile of the original edition, not reproduced with Optical Recognition Software. This classic text, chosen for the 1964 Thomas Newcomen Award in Business History by the editors of "Business History Review," is based on intensive studies of General Motors, Dupont, Standard Oil of New Jersey and Sears, Roebuck. Chandler shows how the seventy largest corporations in America have dealth with a single economic problem: the effective administration of an expanding business. The author summarizes the history of the expansion of the nation's largest industries during the previous hundred years and then examines in depth the modern decentralized corporate structure as it was developed independently by four companies--General Motors, Dupont, Standard Oil of New Jersey and Sears, Roebuck.
Brandaid An On Line Marketing Mix Model
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Author : John D. C. Little
language : en
Publisher: Legare Street Press
Release Date : 2022-10-27
Brandaid An On Line Marketing Mix Model written by John D. C. Little and has been published by Legare Street Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-10-27 with Business & Economics categories.
This work has been selected by scholars as being culturally important, and is part of the knowledge base of civilization as we know it. This work is in the "public domain in the United States of America, and possibly other nations. Within the United States, you may freely copy and distribute this work, as no entity (individual or corporate) has a copyright on the body of the work. Scholars believe, and we concur, that this work is important enough to be preserved, reproduced, and made generally available to the public. We appreciate your support of the preservation process, and thank you for being an important part of keeping this knowledge alive and relevant.
Reinventing The Corporation
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Author : John Naisbitt
language : en
Publisher: Random House Value Pub
Release Date : 1988-03-09
Reinventing The Corporation written by John Naisbitt and has been published by Random House Value Pub this book supported file pdf, txt, epub, kindle and other format this book has been release on 1988-03-09 with Corporate culture categories.
Describes how the new information society is altering the nature of the workplace and how some corporations are responding
Advertising Competition And Market Conduct In Oligopoly Over Time
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Author : Jean-Jacques Lambin
language : en
Publisher: North-Holland
Release Date : 1976
Advertising Competition And Market Conduct In Oligopoly Over Time written by Jean-Jacques Lambin and has been published by North-Holland this book supported file pdf, txt, epub, kindle and other format this book has been release on 1976 with Business & Economics categories.