M Glichkeiten Und Grenzen Neuerer Kommunikationskonzepte Im E Business
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M Glichkeiten Und Grenzen Neuerer Kommunikationskonzepte Im E Business
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Author : Anika Magenheim
language : de
Publisher: diplom.de
Release Date : 2005-09-26
M Glichkeiten Und Grenzen Neuerer Kommunikationskonzepte Im E Business written by Anika Magenheim and has been published by diplom.de this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005-09-26 with Business & Economics categories.
Inhaltsangabe:Problemstellung: Für Unternehmen verändert sich durch E-Business die Art der Kommunikation ( ). In dem Zitat verdeutlichen Eisenhut und Neukirchen, dass der Einzug von Informations- und Kommunikationstechnologien den Kommunikationsprozess auf zwischenmenschlicher und geschäftlicher Ebene entscheidend novelliert und Unternehmen vor neue Herausforderungen stellt. Das bedingt ein konzeptionelles Umdenken jedes Unternehmens, um erfolgreich im Markt bestehen zu können. Daraus resultieren neuere Kommunikationskonzepte, die den Kommunikationsprozess im Zeitalter des E-Business prägen und wettbewerbsstrategische Vorteile liefern sollen. E-Business beinhaltet jedoch nicht nur den Informationsaustausch über das stationäre Internet, sondern umfasst ebenso sämtliche mobile Kommunikationsprozesse, die über entsprechende Netzwerktechnologien und mobile Endgeräte ermöglicht werden. Dabei gilt es, neben der reinen Business-to-Business-Kommunikation besonders die Kundenkommunikation effizient und effektiv umzugestalten und eine neue Dimension der Kundenbeziehung zu schaffen. Das aus der neuen Kundenansprache im E-Business resultierende Potenzial verifizieren auch die Entwicklungszahlen der Online-Nutzung. Während 1997 lediglich 6,5 % der Befragten in Deutschland angaben, Nutzer des Online-Mediums zu sein, waren es in 2004 bereits 59 % und weitere 13 % beabsichtigen, sich in absehbarer Zeit dem neuen Medium zuzuwenden. Ferner nutzten in 2003 allein in Deutschland 60,2 Mio. Personen den Mobilfunk, was das Potenzial des M-Business widerspiegelt. Daraus ergibt sich eine zwischenmediale Konkurrenz um die Gunst der Aufmerksamkeit der Kunden. Laut Kloss nehmen Personen, die morgens Radio hören, Zeitung lesen und abends fernsehen, täglich bereits 1200 Werbebotschaften auf. Dies führt dazu, dass die Grenzen der menschlichen Informationsverarbeitung schnell erreicht werden und im information-overload ihren Ausdruck finden. Es besteht folglich das Erfordernis, neuere Kommunikationskonzepte so zu konzipieren, dass sie den individuellen Kundenbedürfnissen entsprechen und analog, dass die zu übermittelnde Information den Empfänger direkt, mit nachhaltiger Wirkung erreicht. Der Schwerpunkt dieser Arbeit liegt im Herausstellen der unterschiedlichen Einsatzmöglichkeiten und zugleich im Aufzeigen der Grenzen sowie denkbarer Negativeffekte neuerer Kommunikationskonzepte. Ziel ist es, die möglicherweise durch den Einsatz resultierenden strategischen sowie [...]
M Glichkeiten Und Probleme Beim Einsatz Von Radiowerbung
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Author : Anika Magenheim
language : de
Publisher: diplom.de
Release Date : 2005-09-26
M Glichkeiten Und Probleme Beim Einsatz Von Radiowerbung written by Anika Magenheim and has been published by diplom.de this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005-09-26 with Business & Economics categories.
Inhaltsangabe:Problemstellung: Radio gilt als eines der ältesten und das in seiner Entwicklung prägnanteste globale Massenmedium. Seit dessen Entstehung 1920, gibt es wohl kaum einen Moment auf der Welt, an dem Menschen nicht irgendwo Radio hören. Das Radio ist neben dem Fernsehen das am meisten genutzte Medium in Deutschland und besitzt das Potenzial, die Bevölkerung in unterschiedlichsten Lebenssituationen zu erreichen. Die starke Radionutzung liegt vor allem an der Mulifunktionalität des Mediums. Diese Potenziale bleiben bei dem Werbeeinsatz der Unternehmen zu einem Großteil ungenutzt, was durch die geringe Marktausschöpfung des Hörfunks im intermedialen Vergleich belegt wird. Derzeit entfallen auf das Radio zwar 46 % der täglichen Mediennutzung, jedoch kann dieses nur einen Marktanteil von 5,5 % des gesamten Brutto-Werbemarkts verzeichnen, während intermediale Konkurrenz wie z.B. die Zeitschriften bei 2,3 % der Mediennutzung einen Werbemarktanteil von 23 % generieren können. Ein weiterer Aspekt ist die Problematik der geringen Aufmerksamkeit der Rezipienten beim Radiohören, was auf die Flüchtigkeit des Mediums zurückzuführen ist. Dies ist die Hauptursache für die zunehmende Unsicherheit der Werbebranche hinsichtlich der Wirksamkeit von Radiowerbung und des daraus resultierenden schlechten Images des Radios als Werbeträger. Die Konkurrenz um die Gunst der Aufmerksamkeit der Rezipienten steigt somit in der Werbeindustrie stetig. Personen, die morgens Radio hören, Zeitung lesen und abends fernsehen, nehmen am Tag etwa 1200 Werbebotschaften auf. Nach einer Berechnung des Instituts für Konsum- und Verhaltensforschung können Rezipienten 99 % der angebotenen Informationen im Rundfunk nicht wahrnehmen, da die Informationsnachfrage nicht proportional zum Informationsangebot wächst. Dies führt dazu, dass schnell die Grenze der menschlichen Informationsverarbeitung erreicht wird und findet seinen Ausdruck im information-overload . Daraus ergibt sich die Notwendigkeit, Gestaltungsvariablen der Radiowerbung so zu konzipieren, dass sie die Aufmerksamkeit der Rezipienten auf sich lenken, mit dem Ziel, dass die Werbebotschaft als relevante Information aufgenommen wird. Ein weiterer Aspekt ist die fehlende Transparenz auf dem Hörfunkmarkt, die durch die Existenz von mehr als 250 privaten und öffentlich-rechtlichen Radiosendern begründet ist. Neben den mannigfaltigen Einzelbelegungsmöglichkeiten, gibt es Dachorganisationen, die noch [...]
The Role Of Culture In Social Media Marketing A Systematic Literature Review
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Author : Nivedha Mahendran
language : en
Publisher: GRIN Verlag
Release Date : 2019-03-11
The Role Of Culture In Social Media Marketing A Systematic Literature Review written by Nivedha Mahendran and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-03-11 with Business & Economics categories.
Master's Thesis from the year 2018 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,7, University of Bamberg, language: English, abstract: This present master thesis examines the role of culture on “Social Media Marketing” being a form of modern marketing and a bundle of marketing-related activities using social media. With the help of a systematic literature review, answers are sought to the question as to which extent cultural differences influence the effectiveness of social media marketing. The main objective is to adequately present the state of research on the interdisciplinary topic and to identify research gaps. The findings from peer-reviewed journals ascribe an indispensable value to the cultural component and illuminate the topic from different contemporary relevant perspectives. The results indicate that social media marketing is generally covered from a cultural point of view. Moreover, the insights provide valuable knowledge from both consumers research perspective and from applied social media practices in multicultural settings. However, the findings also reveal extant research gaps in several directions that need to be addressed in the near future to provide theoretical approaches and scientifically proven evidence on successful utilization of social media marketing in multicultural settings. The fact that social media plays an extremely important component in the worldwide dynamic technology development is an irrefutable fact. Companies are forced to integrate social media in the most diverse areas in order to be lucrative in the long term, to save costs and to survive in competition. Typical fields of application include all departments that deal with external corporate communication, e.g. HR for recruiting and talent acquisition, PR for professionally maintaining a favorable public image or in the marketing department as revolutionary marketing and sales platforms. According to a new study, 69% of marketing employees stated that marketing activities on social media helped to increase important marketing indicators and strengthen customer and brand loyalty. Nevertheless, social media offer great opportunities, but also hold challenges. A major challenge is to choose the right medium which depends to a great extent on the target group.
New Online Retailing
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Author : Gerrit Heinemann
language : en
Publisher: Springer Science & Business Media
Release Date : 2010-11-01
New Online Retailing written by Gerrit Heinemann 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 2010-11-01 with Business & Economics categories.
The authors describe in detail what makes today’s online retailing different and provide 8 central success factors for the new generation of Internet sales. Based on internationally recognized best practices, it becomes obvious what makes online retailers successful. The authors pull together “lessons learned” from the last 10 years, and give readers a tour of the future of online selling.
Relationship Marketing
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Author : Manfred Bruhn
language : en
Publisher: Pearson Education
Release Date : 2003
Relationship Marketing written by Manfred Bruhn and has been published by Pearson Education this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003 with Business & Economics categories.
'Relationship Marketing' delivers a comprehensive unifying principle with which to approach the subject. Current debates are examined to develop both a theoretical and conceptual approach to the topic.
Integrated Communication
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Author : Esther Thorson
language : en
Publisher: Psychology Press
Release Date : 2013-06-17
Integrated Communication written by Esther Thorson and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-06-17 with Business & Economics categories.
Building brands through integrated marketing is an approach being used by all top-level marketing strategists. The result of a series of papers presented at the eleventh annual Advertising and Consumer Psychology Conference held in Chicago, this volume brings together researchers and professionals whose efforts focus on integrating the various persuasive tools of marketing. It goes beyond case studies of the use of integrated marketing to look at how integrated communication actually works on achieving optimal effects on the various audiences for products.
International Corporate Brand Management
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Author : Markus Meierer
language : en
Publisher: Springer Science & Business Media
Release Date : 2010-10-14
International Corporate Brand Management written by Markus Meierer 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 2010-10-14 with Business & Economics categories.
Marketers have to understand how the information that consumers associate with a company and its products affects their responses to those products. Adressing this issue, Markus Meierer analyzes firstly if consumers from Germany, France, Romania, Russia, and the USA perceive an internationally standardized corporate brand homogenously as well as if a positive effect on consumers' product response exists. Secondly he investigates if consumers perceive corporate and product brand as reciprocally related across countries as well as how the direct and indirect effects of corporate and product branding on consumers' product response look like.
Communicating About Risks To Environment And Health In Europe
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Author : Philip C.R. Gray
language : en
Publisher: Springer Science & Business Media
Release Date : 2013-04-18
Communicating About Risks To Environment And Health In Europe written by Philip C.R. Gray 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 2013-04-18 with Technology & Engineering categories.
Public experience with risk communication differs greatly from country to country in Europe and there has been little opportunity for the transfer of experience and learning between countries. This is especially true for the many new European States, including the countries in transition from centralised to market economies. This book presents case studies on risk communication. One of its unifying concepts is the role of risk communication in the risk management process. Technical and philosophical introductions to risk communication and risk management and research in risk communication are given. The case studies themselves occupy the central portion of the book, each one covering a particular hazard, risk or situation seen from a particular point of view. The issue of the special circumstances for environmental and health risk communication in central and eastern Europe is also addressed through a separate presentation and discussion of an appropriate case study. A different approach to risk communication is taken by examining how it forms part of the risk management process at the local level. Research into risk perception, a field that forms an important foundation for many aspects of risk communication, is summarised and practical guidelines for risk communication are reviewed. These include discussions on how to carry out public information programmes and methods for increasing public involvement in risk management decisions.
Advertising Communications And Promotion Management
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Author : John R. Rossiter
language : en
Publisher:
Release Date : 1998
Advertising Communications And Promotion Management written by John R. Rossiter and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1998 with Advertising categories.
This edition of this bestselling advertising and promotion management text contains a wealth of radically new material, although it is still based on the highly-regarded Rossiter and Percy framework. It is primarily aimed at students at the MBA level who are taking courses in advertising management or marketing communications, rather than undergraduates taking descriptive courses in advertising. Although much of the coverage is radically new, the text is based upon the highly-regarded Rossiter-Percy framework for advertising communications and promotion management introduced in the first edition in 1987. The new name for the revision reflects the integration of mainstream advertising with corporate communications, direct response advertising, and promotions. A completely new section, Part 5, covers integrated communications strategy. Part 6 on Media Strategy has been expanded to incorporate both traditional advertising media and the new media. A broader perspective has been taken throughout the new edition, with more emphasis on corporate communications and business products and services in addition to the traditional focus on consumer packaged goods.
Neuroleadership
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Author : Argang Ghadiri
language : en
Publisher: Springer Science & Business Media
Release Date : 2013-01-26
Neuroleadership written by Argang Ghadiri 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 2013-01-26 with Business & Economics categories.
This book takes you on a journey through the brain, its function and its impact on leadership. The young business field of neuroleadership is founded on the belief that understanding the brain can give leaders new and powerful insights into human behaviour and how to effectively tap into that knowledge to generate better returns in business. The book approaches the background, history, and major thinkers in the field, but also reassesses the fundamental concept of neuroleadership. The authors look into the fundamental basic needs of human beings, how they are represented in the neural networks, and how this manifests in motivational drives. The book also focuses explicitly on how impactful organisational tools can be from the viewpoint of the brain. By following this methodology, the reader will be able to use the knowledge of neuroscience at the workplace to better address individuals’ brains and hence tap into the full power of brains in business.
