Marketing 2 0 Das Internet Als Medium Der Digitalisierung Und Vernetzung Und Daraus Abgeleitete Regeln F R Ein Medienspezifisches Marketing
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Marketing 2 0 Das Internet Als Medium Der Digitalisierung Und Vernetzung Und Daraus Abgeleitete Regeln F R Ein Medienspezifisches Marketing
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Author : Abel Hoffmann
language : de
Publisher: GRIN Verlag
Release Date : 2010
Marketing 2 0 Das Internet Als Medium Der Digitalisierung Und Vernetzung Und Daraus Abgeleitete Regeln F R Ein Medienspezifisches Marketing written by Abel Hoffmann and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with Business & Economics categories.
Bachelorarbeit aus dem Jahr 2010 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, Universität Siegen, Sprache: Deutsch, Abstract: Jedes neue Medium durchläuft zunächst eine Findungsphase, bevor es sich von seinen Vorgänger-Medien emanzipieren und eigene Problemlösungen anbieten kann. Sowohl Versuch und Irrtum als auch Reflexion und Diskurs spielen eine große Rolle bei der Entdeckung von Möglichkeiten und Grenzen von Medien. Unvermeidbar scheint in diesem Zusammenhang auch die Kombination aus Utopie und Dystopie sowie deren Bestätigung und Enttäuschung. Im Rückblick auf die mittlerweile über 20-jährige Geschichte des WWW lässt sich die Findungsphase sehr gut nachverfolgen. Faszination und Überforderung, neue Geschäftsideen und Fehlinterpretationen, Zusammenbruch und Auferstehung, Verdammung und Vergötterung wechseln sich ab und existieren immer noch dicht nebeneinander. Blumige Namen wie Cyberspace und Information Superhighway kamen und gingen; im Moment ist der Begriff Web 2.0 in Mode. Zwar bezeichnet er technisch gesehen kein Internet der zweiten Generation, ist aber ein Ausdruck dafür, dass das Internet als Alltagsmedium tatsächlich aus seinen Kinderschuhen wächst und seinen berechtigten Platz zwischen Medienplattformen wie Zeitung, Fernsehen, Stammtisch, Marktplatz und Bühne einnimmt. Aber auch wenn es sich mittlerweile herum gesprochen hat, dass das Internet anders funktioniert als klassische Massenmedien, trifft man immer noch auf Marketingkonzepte, die online genauso funktionieren wollen wie vorher in der Offline-Welt: Werbebanner, die den Anzeigen in Zeitschriften entlehnt sind, Top-Down-Kampagnen, die zu Zeiten massenmedialer Einwegkommunikation gut funktionierten, störende Unterbrecher-Werbung wie man sie aus dem Fernsehen kennt oder unpersönliche Massenmails, die nur der Spam-Ordner willkommen heißt. Anscheinend versuchen einige Unternehmen immer noch, 'Operetten übers Radio zu senden'. Natürlich könn
Marketing 2 0 Wie Das Internet Die Kommunikation Zwischen Produzenten Und Konsumenten Ver Ndert
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Author : Tino Kreßner
language : de
Publisher: GRIN Verlag
Release Date : 2008
Marketing 2 0 Wie Das Internet Die Kommunikation Zwischen Produzenten Und Konsumenten Ver Ndert written by Tino Kreßner and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with Computers categories.
Bachelorarbeit aus dem Jahr 2007 im Fachbereich Medien / Kommunikation - Multimedia, Internet, neue Technologien, Note: 1,0, Hochschule Mittweida (FH), 147 Quellen im Literaturverzeichnis, Sprache: Deutsch, Abstract: M rkte werden wieder zu Gespr chen. Mit dem Web 2.0 werden die Dialoge auf dem Marktplatz aus dem 19. Jahrhundert nach ber 150 Jahren global. Der einseitige Produzenten-Konsumenten-Kanal der Massenmedien wird wieder aufgebrochen und durch vielz hlige Interaktionsm glichkeiten erg nzt. Diese Arbeit zeigt, welche Instrumente und M glichkeiten ein Produzent hat, sich auf Augenh he mit seinen Konsumenten zu unterhalten und zu interagieren. Mit vielen praxisnahen Beispielen werden Anregungen gegeben, wie sich interaktive Mitmach-Elemente in den kompletten Marketing-Mix integrieren lassen. Die Grenzen zwischen Produzenten und Konsumenten verschwimmen. Der Konsument bekommt mit dem Web 2.0 erstmals Werkzeuge in die Hand, selbst ndig auf dem globalen Markt ber den Produzenten zu sprechen, sich mit anderen zu vernetzen und interaktiv Inhalte zu generieren. Jeder kann Meinungen ber Produkte und Marken einfach ver ffentlichen und einer breiten Masse zug nglich machen. Mit der Bezeichnung Marketing 2.0 m chte diese Arbeit verdeutlichen, dass auf Grund des Nutzungsverhaltens im Web 2.0 v llig neuartige Marketingformen entstehen. Marketing 2.0 geht mit einer ffnung der Marketingprozesse einher. Der Schwerpunkt dieser Arbeit liegt vor allem auf den Kommunikationsma nahmen. Der Kunde wird nicht mehr mit Werbebotschaften erdr ckt, sondern durch Begeisterung und Einbeziehung an ein Produkt oder eine Marke gebunden. Es werden neue Marketingformen wie Open Source Marketing, User Generated Advertising, Crowdsourcing und Open Innovation vorgestellt. Am Beispiel von ausgew hlten Filmen wird gezeigt, wie diese Methoden in der Praxis angewendet werden k nnen. Ziel ist es einen berblick und zugleich Ausblick auf die Ver nderungen des Marketings durch das Web 2.0 zu geben
Media And Internet Management
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Author : Bernd W. Wirtz
language : en
Publisher: Gabler Verlag
Release Date : 2011-07-14
Media And Internet Management written by Bernd W. Wirtz and has been published by Gabler Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-07-14 with Business & Economics categories.
The media and communication sector has developed into a key economic sector in the modern information society. This book deals with media management of electronic and print-based media. Against the background of industry convergence the author presents the general trends, value chains, business models and competitive strategies through an integrated management approach. In addition, recent developments of internet media are discussed.
The Penguin And The Leviathan
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Author : Yochai Benkler
language : en
Publisher: Crown Currency
Release Date : 2011-08-09
The Penguin And The Leviathan written by Yochai Benkler and has been published by Crown Currency this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-08-09 with Psychology categories.
What do Wikipedia, Zip Car’s business model, Barack Obama's presidential campaign, and a small group of lobster fishermen have in common? They all show the power and promise of human cooperation in transforming our businesses, our government, and our society at large. Because today, when the costs of collaborating are lower than ever before, there are no limits to what we can achieve by working together. For centuries, we as a society have operated according to a very unflattering view of human nature: that, humans are universally and inherently selfish creatures. As a result, our most deeply entrenched social structures – our top-down business models, our punitive legal systems, our market-based approaches to everything from education reform to environmental regulation - have been built on the premise that humans are driven only by self interest, programmed to respond only to the invisible hand of the free markets or the iron fist of a controlling government. In the last decade, however, this fallacy has finally begun to unravel, as hundreds of studies conducted across dozens of cultures have found that most people will act far more cooperatively than previously believed. Here, Harvard University Professor Yochai Benkler draws on cutting-edge findings from neuroscience, economics, sociology, evolutionary biology, political science, and a wealth of real world examples to debunk this long-held myth and reveal how we can harness the power of human cooperation to improve business processes, design smarter technology, reform our economic systems, maximize volunteer contributions to science, reduce crime, improve the efficacy of civic movements, and more. For example, he describes how: • By building on countless voluntary contributions, open-source software communities have developed some of the most important infrastructure on which the World Wide Web runs • Experiments with pay-as-you-wish pricing in the music industry reveal that fans will voluntarily pay far more for their favorite music than economic models would ever predic • Many self-regulating communities, from the lobster fishermen of Maine to farmers in Spain, live within self-regulating system for sharing and allocating communal resources • Despite recent setbacks, Toyota’s collaborative shop-floor, supply chain, and management structure contributed to its meteoric rise above its American counterparts for over a quarter century. • Police precincts across the nation have managed to reduce crime in tough neighborhoods through collaborative, trust-based, community partnerships. A must-read for anyone who wants to understand the dynamics of cooperation in 21st century life, The Penguin and the Leviathan not only challenges so many of the ways in which we live and work, it forces us to rethink our entire view of human nature.
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.
What Do We Really Know About Herta Herzog
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Author : Elisabeth Klaus
language : en
Publisher: Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften
Release Date : 2016
What Do We Really Know About Herta Herzog written by Elisabeth Klaus and has been published by Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016 with Mass media categories.
The book for the first time explores in-depth the life and work of Herta Herzog (1910-2010), an Austrian-American social psychologist. Herzog spent most of her working life in the United States, where she moved to in the 1930s, following her first husband Paul Lazarsfeld into migration and working with him at the famous Office of Radio Research in Princeton and Columbia. The chapters by scholars from the U.S., Israel, Germany and Austria show the amazing scope of Herzog's work as both, one of the founders of empirical communication research and the "grand dame" of market and motivation research. Herzog crossed many borders, moving from Europe to the U.S. and back again, stepping over disciplinary lines as well as restrictions by gender.
Powerful Learning Environments
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Author : E. De Corte
language : en
Publisher: Pergamon Press
Release Date : 2003-07-29
Powerful Learning Environments written by E. De Corte and has been published by Pergamon Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003-07-29 with Education categories.
Presents the collective output of a European research network, coordinated by the Center for Instructional Psychology and Technology of the University of Leuven. This work focuses on unravelling and identifying basic component and dimensions of powerful learning environments.
Case Law Concerning Article 10 Of The European Convention On Human Rights
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Author : Council of Europe. Directorate of Human Rights
language : en
Publisher: Council of Europe
Release Date : 2001-01-01
Case Law Concerning Article 10 Of The European Convention On Human Rights written by Council of Europe. Directorate of Human Rights and has been published by Council of Europe this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001-01-01 with Law categories.
A. In the press
Assisted Learning
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Author : Rolf Arnold
language : en
Publisher: BoD – Books on Demand
Release Date : 2011
Assisted Learning written by Rolf Arnold and has been published by BoD – Books on Demand this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with categories.