Marktforschung Informationsbeschaffung F R Social Marketing
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Marktforschung Informationsbeschaffung F R Social Marketing
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Author : Sabine Schrenk
language : de
Publisher: GRIN Verlag
Release Date : 2004-07-27
Marktforschung Informationsbeschaffung F R Social Marketing written by Sabine Schrenk and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004-07-27 with Psychology categories.
Studienarbeit aus dem Jahr 2004 im Fachbereich Psychologie - Arbeit, Betrieb, Organisation, Note: 1,7, Ludwig-Maximilians-Universität München (Department Psychologie), Veranstaltung: Hauptseminar Social Marketing, Sprache: Deutsch, Abstract: Non-Profit-Unternehmen und Marktforschung – haben scheinbar nicht viel miteinander zu tun. Doch auch für karitative oder kulturelle Einrichtungen, Kommunen oder öffentliche Betriebe hat die Marktforschung die gleiche Funktion wie für Wirtschaftsunternehmen, wo Marktforschung seit Jahrzehnten ein fest etabliertes Instrument des Marketing ist. Auch der Begriff des Marketing mag vielen Hilfswerken, Vereinen oder sozialen Institutionen fehl am Platze erscheinen. Dabei gelten auch im Social Marketing die gleichen Grundsätze. Der klassische Marketing-Mix besteht aus Produkt, Preis, Kommunikation und Vertrieb. Das Produkt beispielsweise im Social Marketing sind in vielen Fällen neue Serviceleistungen oder Ideen, Vorstellungen und Verhaltensweisen. Der Preis können adäquate Mitgliederbeiträge, kommunale Gebühren oder Kosten für Dienstleistungen sein. Auch für die Aufnahme einer Idee entstehen dem Konsumenten „Kosten“: Die Veränderung von Meinungen und Einstellungen hat ihren „psychologischen Preis“. Kommunikationspolitik in Non-Profit- Organisationen bedeutet neue Werbemittel einzusetzen oder potentielle Spender zu erreichen. Da es sich häufig um immaterielle Produkte wie Informationen oder Ideen handelt, sind die Kommunikationskanäle mit den Hauptabsatzwegen gleichzusetzen. In der Vertriebspolitik schließlich geht es darum, dass die Leistung im richtigen Moment, in der richtigen Qualität und Menge am richtigen Ort ist. Auch im Social Marketing trifft der Planer einer Kampagne Entscheidungen mit dem Ziel, Einstellungen und Verhalten der Zielgruppe zu ändern. Grundlage solcher Entscheidungen ist methodische Forschung. Denn nur durch Erforschung und Verständnis der Bedürfnisse, Wünsche, Ansichten und Einstellungen der Zielgruppe sowie durch Erforschung der spezifischen Eigenheiten des Marktes, der Produkte und des Umfeldes können Kampagnen im Social Marketing erfolgreich umgesetzt werden. Ziel dieser Arbeit ist es, die Grundlagen der „herkömmlichen“ Marktforschung auf den Bereich des Marketing für nicht-kommerzielle Organisationen und Institutionen zu übertragen. Dafür werden zunächst die Grundlagen erläutert. In einem zweiten Schritt werden für das Social Marketing wichtige Aspekte der Marktforschung hervorgehoben. Abschließend werden zwei Beispiele präsentiert, die aufzeigen, wie Marktforschung für Non- Profit-Organisationen aussehen kann.
The Customer Is Not Always Right Marketing Orientations In A Dynamic Business World
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Author : Colin L. Campbell
language : en
Publisher: Springer
Release Date : 2017-01-12
The Customer Is Not Always Right Marketing Orientations In A Dynamic Business World written by Colin L. Campbell and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-01-12 with Business & Economics categories.
This volume includes the full proceedings from the 2011 World Marketing Congress held in Reims, France with the theme The Customer is NOT Always Right? Marketing Orientations in a Dynamic Business World. The focus of the conference and the enclosed papers is on marketing thought and practices throughout the world. This volume resents papers on various topics including marketing management, marketing strategy, and consumer behavior. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Groundswell Expanded And Revised Edition
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Author : Charlene Li
language : en
Publisher: Harvard Business Press
Release Date : 2011-06-07
Groundswell Expanded And Revised Edition written by Charlene Li and has been published by Harvard Business Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-06-07 with Business & Economics categories.
Corporate executives struggle to harness the power of social technologies. Twitter, Facebook, blogs, YouTube are where customers discuss products and companies, write their own news, and find their own deals but how do you integrate these activities into your broader marketing efforts? It's an unstoppable groundswell that affects every industry -- yet it's still utterly foreign to most companies running things now. When consumers you've never met are rating your company's products in public forums with which you have no experience or influence, your company is vulnerable. In Groundswell, Josh Bernoff and Charlene Li explain how to turn this threat into an opportunity. In this updated and expanded edition of Groundswell, featuring an all new introduction and chapters on Twitter and social media integration, you'll learn to: · Evaluate new social technologies as they emerge · Determine how different groups of consumers are participating in social technology arenas · Apply a four-step process for formulating your future strategy · Build social technologies into your business Groundswell is required reading for executives seeking to protect and strengthen their company's public image.
The Social Psychology Of Telecommunications
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Author : John Short
language : en
Publisher: Toronto; London; New York: Wiley
Release Date : 1976
The Social Psychology Of Telecommunications written by John Short and has been published by Toronto; London; New York: Wiley this book supported file pdf, txt, epub, kindle and other format this book has been release on 1976 with Psychology categories.
Industrieg Termarketing
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Author : Klaus Backhaus
language : de
Publisher: Vahlen
Release Date : 2014-10-07
Industrieg Termarketing written by Klaus Backhaus and has been published by Vahlen this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-10-07 with Business & Economics categories.
Das Industriegütermarketing beschäftigt sich mit der Vermarktung von Produkten und Dienstleistungen an Unternehmen. Das didaktisch schlüssig aufbereitete, durchgehend zweifarbig gestaltete Werk befasst sich neben den Grundlagen insbesondere mit den Schwerpunkten: - Besonderheiten des Industriegütermarketings - Bestimmung der Wettbewerbsposition: Organisationales Beschaffungsverhalten, relative Konkurrenz- und Ressourcenanalyse - Geschäftstypenspezifisches Marketing im Produkt-, Projekt-, System- und Integrationsgeschäft - Geschäftstypenwahl und -wechsel Diese Auflage ist vollständig überarbeitet und durchgängig aktualisiert, um zahlreiche neue aktuelle Beispiele angereichert und insgesamt sehr leserfreundlich gestaltet. Insbesondere sind die Kapitel zum Organisationalen Beschaffungsverhalten, zum Brand Management sowie die Ausführungen zu den Geschäftstypen überarbeitet und erweitert. Ein Kapitel zur Geschäftstypenwahl wurde ergänzt. Damit spiegelt diese Auflage den aktuellen Forschungsstand zum Industriegütermarketing wider.
Market Research Handbook
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Author : ESOMAR
language : en
Publisher: John Wiley & Sons
Release Date : 2008-04-30
Market Research Handbook written by ESOMAR 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 2008-04-30 with Business & Economics categories.
The fifth edition of what was formerly know as The ESOMAR Handbook of Market and Opinion Research has been completely revised to reflect the latest approaches in the rapidly changing world of professional market research. The new Handbook stands out from earlier editions by explaining the latest research techniques and methodologies within a contemporary business context. Yet it remains an invaluable and practical day to day reference work for the modern market researcher. Truly international in outlook and approach, the Handbook combines contributions from over 40 research thought leaders and specialists from across the world including the UK, US, Europe, Australia and S.E.Asia. "The editors and authors make an overdue contribution to bridging the Theory-Practice divide. Their client perspective will delight, inform and inspire market research specialists and users alike." —Prof. Seán Meehan (Switzerland), Martin Hilti Professor of Marketing and Change Management, IMD – International Institute for Management Development
Digital Business Leadership
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Author : Ralf T. Kreutzer
language : en
Publisher: Springer
Release Date : 2018-04-27
Digital Business Leadership written by Ralf T. Kreutzer and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-04-27 with Business & Economics categories.
This book provides specialists and executives with a clear, yet practical set of recommendations to meet the challenges of digital transformation and ensure long-term success as a leader in a primarily digital business world. The authors describe the fundamental principles of digitization and its economic opportunities and risks, integrating them into a framework of classic and new management methods. The book also explores how increasing digitization – not only of communication, but of complete value chains – has led to a need to establish a digital business leadership. Digitization is changing people and markets: it causes the upheaval of entire industries, creates new digital-centric companies, and forces established companies to cope with the transformation activities associated with these digitization processes. New approaches and methods have to be learned, tried and tested patterns of thinking have to be explored, and last but not least, innovation activities have to be understood as continuous necessities. At the same time, digital business offers considerable opportunities for renewing competitive advantages, improving existing process structures and realigning products, services and business models.
Key To Economic Science
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Author :
language : en
Publisher:
Release Date : 1965
Key To Economic Science written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1965 with Economics categories.
Handbook Of Qualitative Research Methods For Psychology And The Social Sciences
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Author : John Richardson
language : en
Publisher: Wiley-Blackwell
Release Date : 1996-04-11
Handbook Of Qualitative Research Methods For Psychology And The Social Sciences written by John Richardson and has been published by Wiley-Blackwell this book supported file pdf, txt, epub, kindle and other format this book has been release on 1996-04-11 with Psychology categories.
This book explains the principal qualitative methods and applies them to psychological problems. It is designed for use in psychology and also other branches of social science. The books main aim is to increase people's confidence to use qualitative methods in their own research.
International Marketing Research
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Author : Susan P. Douglas
language : en
Publisher:
Release Date : 1983
International Marketing Research written by Susan P. Douglas and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1983 with Export marketing categories.
