Marktforschung F R Und Durch Onlinemedien Als Grundlage Der Mediaplanung Eine Kritische Analyse
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Marktforschung F R Und Durch Onlinemedien Als Grundlage Der Mediaplanung Eine Kritische Analyse
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Author : Christian Schulz
language : de
Publisher: GRIN Verlag
Release Date : 2004-01-29
Marktforschung F R Und Durch Onlinemedien Als Grundlage Der Mediaplanung Eine Kritische Analyse written by Christian Schulz and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004-01-29 with Business & Economics categories.
Diplomarbeit aus dem Jahr 2003 im Fachbereich BWL - Marktforschung, Note: 1,5, Hamburger Universität für Wirtschaft und Politik (ehem. Hochschule für Wirtschaft und Politik) (-), Sprache: Deutsch, Abstract: [...] Mit dieser Entwicklung hat sich für den Wirtschaftszweig der Marktforschung in den letzten Jahren ein neues Forschungsfeld herausgebildet. Zu den Hauptaufgaben der Marktforschung gehört, möglichst aktuelle und exakte Informatione n als Grundlagen für unternehmerische Entscheidungen zur Verfügung zu stellen. Die Ermittlung relevanter Daten unter Einsatz des Internets und der Onlinemedien unterliegt dabei besonderen Bedingungen, die in engem Zusammenhang mit den Eigenschaften von Onlinemedien und der dynamischen Entwicklung des Internets und seiner Nutzerschaft stehen. Wie auch im Bereich der klassischen Medien sind planungsrelevante Daten über die Nutzerschaft der Onlinemedien die Grundlage für eine sinnvolle Mediaplanung. Der Anstieg der Brutto-Werbeaufwendungen im Bereich der Onlinemedien im 1. Halbjahr 2003 im Vergleich zum Vorjahreszeitraum in Deutschland macht deutlich, in welchem Umfang gleichermaßen Daten und Informationen für Entscheidungen im Bereich der Online-Mediaplanung benötigt werden (siehe Abb. 1). [...] Inwieweit durch Marktforschung im Bereich der Onlinemedien gewonnene Ergebnisse auch verlässliche und geeignete Informationen für eine tragfähige Mediaplanung liefern können, soll in dieser Arbeit kritisch betrachtet werden. Die Diplomarbeit gliedert sich in vier Schwerpunkte. Im zweiten Teil werden die Grundlagen der Marktforschung aufgezeigt, indem der Begriff und die verschiedenen Formen dargestellt werden sowie ein idealtypischen Forschungsablauf erläutert wird. Anschließend erfolgt im dritten Teil eine Beschreibung der technischen Funktionsweise des Internets sowie die Abgrenzung von Onlinemedien zu klassischen Medien, wie sie für das Verständnis dieser Arbeit als notwendig erachtet werden. Die einzelnen Teilprozesse der Mediaplanung werden im vierten Teil untersucht, wobei die Planungsaspekte auf kommunikativer Ebene im Vordergrund stehen. Eine ausführliche Darstellung wurde gewählt, um an den einzelnen Phasen des Ablaufs zugleich besondere Anforderungen und Eigenarten der Mediaplanung für Onlinemedien herauszuarbeiten. Gegliedert nach Primär- und Sekundärforschung werden im fünften Teil der Arbeit verschiedene Methoden der Marktforschung beschrieben, wie sie für und durch Onlinemedien angewendet werden können. [...]
Optimising Business Performance With Standard Software Systems
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Author : Heinz-Dieter Knöll
language : en
Publisher: Springer Science & Business Media
Release Date : 2013-12-01
Optimising Business Performance With Standard Software Systems written by Heinz-Dieter Knöll 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 2013-12-01 with Technology & Engineering categories.
This book is addressed at decision makers, project teams, project managers, company's IT-managers, and staff of consulting companies, who are either involved in complex standard software implementation, or release migration projects. The book stresses the shortcomings of many present standard software implementations which mainly pertain to insufficiently optimised business processes, thus standard software has caused a lot of dissatisfied companies. The authors analyse certain popular implementation approaches (life-cycle-models) of different Standard Software suppliers. It shows how a new semi-process oriented way of implementing modern standard software systems may contribute to a better business performance.
Network Marketing
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Author : Mary Averill
language : en
Publisher: Crisp Learning
Release Date : 1994
Network Marketing written by Mary Averill and has been published by Crisp Learning this book supported file pdf, txt, epub, kindle and other format this book has been release on 1994 with Multilevel marketing categories.
Provides the reader with an outline of how to create a sales organization around a well-chosen product.
The 21st Century Media R Evolution
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Author : Jim Macnamara
language : en
Publisher: Peter Lang
Release Date : 2010
The 21st Century Media R Evolution written by Jim Macnamara and has been published by Peter Lang this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with Education categories.
The emergence of 'new media' and social media is widely discussed in contemporary society. However, media and public communication are mostly analyzed within particular theoretical frameworks and within specific disciplinary fields. Such approaches have created polarized views on media and communication, and fail to create an understanding of the interdependencies between these fields. This book expertly synthesizes competing theories and disciplinary viewpoints, integrates scholarly and cutting edge research, and examines international data from fast-growing markets including China, to provide a comprehensive, holistic view of the twenty-first century (r)evolution in media and public communication. The book identifies how the changes are located in practices rather than technologies and that these practices are emergent in highly significant ways. Engaging and accessible, the book is essential reading for media scholars and communication professionals, and a valuable text for courses in media studies, journalism, advertising, public relations, and organisational and political communication.
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.
The Structural Transformation Of The Public Sphere
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Author : J?rgen Habermas
language : en
Publisher: John Wiley & Sons
Release Date : 2015-01-06
The Structural Transformation Of The Public Sphere written by J?rgen Habermas and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-01-06 with Philosophy categories.
This major work retraces the emergence and development of the Bourgeois public sphere - that is, a sphere which was distinct from the state and in which citizens could discuss issues of general interest. In analysing the historical transformations of this sphere, Habermas recovers a concept which is of crucial significance for current debates in social and political theory. Habermas focuses on the liberal notion of the bourgeois public sphere as it emerged in Europe in the early modern period. He examines both the writings of political theorists, including Marx, Mill and de Tocqueville, and the specific institutions and social forms in which the public sphere was realized. This brilliant and influential work has been widely recognized for many years as a classic of contemporary social and political thought, of interest to students and scholars throughout the social sciences and humanities.
The Spiral Of Silence
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Author : Elisabeth Noelle-Neumann
language : en
Publisher: University of Chicago Press
Release Date : 1993-11-15
The Spiral Of Silence written by Elisabeth Noelle-Neumann and has been published by University of Chicago Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 1993-11-15 with Social Science categories.
Noelle-Newmann's classic on public opinion as a form of social control was originally published in German in 1980 and first published in English in 1984. This revised edition adds three new chapters to summarize ongoing research, new findings, and new developments. Annotation copyright by Book News, Inc., Portland, OR
Public Relations And Communication Management
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Author : Krishnamurthy Sriramesh
language : en
Publisher: Routledge
Release Date : 2013-06-07
Public Relations And Communication Management written by Krishnamurthy Sriramesh and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-06-07 with Language Arts & Disciplines categories.
Public Relations and Communication Management serves as a festschrift honoring the work of public relations scholars James E. Gruning and Larissa A. Grunig. Between them, the Grunigs have published 12 books and more than 330 articles, book chapters, and various academic and professional publications, and have supervised 34 doctoral dissertations and 105 master’s theses. This volume recognizes the Grunig‘s contributions to public relations scholarship over the past four decades. To honor the Grunig’s scholarship, this volume continues to expand their body of work with essays from renowned colleagues, former students, and research associates. The chapters discuss current trends in the field as well as emerging issues that drive the field forward. Sample topics include theories and future aspects of the behavioral, strategic management approach to managing public relations, and its linkages and implications to related subfields and key field issues. Contributions stimulate academic discussion and demonstrate the relevance of applied theories for the practice of public relations and communication management with up-to-date concepts, theories, and thoughts.
The Handbook Of Online Marketing Research Knowing Your Customer Using The Net
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Author : Joshua Grossnickle
language : en
Publisher: McGraw Hill Professional
Release Date : 2000-10-02
The Handbook Of Online Marketing Research Knowing Your Customer Using The Net written by Joshua Grossnickle and has been published by McGraw Hill Professional this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000-10-02 with Business & Economics categories.
The Handbook of Online Marketing Research examines all the latest techniques and trends used to conduct online research, including how to leverage existing sources, online chat-based sessions, email feedback, online focus groups, and much more.Now, just like larger companies, small– and medium–sized companies can learn vital information like the age, gender, and income of its users, and how they respond to different aspects of the products and those of its competitors.With the advent of the Internet, companies of all sizes and budgets can conduct online market research and access all the information they need to know to stay ahead of the competition. This book demonstrates how both large and small companies can take proven traditional market research techniques and adapt them to the Web. The result is an affordable means for businesses to understand their online customers’ needs.
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.