Welchen Beitrag Leistet Das Neuromarketing Aktuell F R Die Marketingpraxis
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Welchen Beitrag Leistet Das Neuromarketing Aktuell F R Die Marketingpraxis
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Author : Andreas Schabert
language : de
Publisher: GRIN Verlag
Release Date : 2015-05-06
Welchen Beitrag Leistet Das Neuromarketing Aktuell F R Die Marketingpraxis written by Andreas Schabert and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-05-06 with Business & Economics categories.
Bachelorarbeit aus dem Jahr 2014 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,7, Georg-Simon-Ohm-Hochschule Nürnberg (Betriebswirtschaft), Sprache: Deutsch, Abstract: Die vorliegende Arbeit beschäftigt sich mit der jungen Wissenschaftsdisziplin des Neuromarketings. Unter diesem Begriff wird die Anwendung neurowissenschaftlicher Erkenntnisse auf das Marketing verstanden. Im Rahmen der Arbeit soll aufgezeigt werden, welchen konkreten Beitrag das Neuromarketing zum derzeitigen Zeitpunkt für das Marketing leisten kann. Diese Fragestellung soll auf Basis aktueller Fachlektüre mit einem Fokus auf bereits erprobte Konzepte beantwortet werden. Eine Einführung in biologische und technologische Grundlagen soll dem Verständnis der Thematik dienen. Anschließend werden zwei ausgewählte Konzepte näher erläutert. Zum einen wird das Konzept „Limbic©“ der Gruppe Nymphenburg Consult AG, als Ansatz zur Entwicklung von Marketingstrategien, Positionierung von Marken und Zielgruppensegmentierung ausführlich erläutert. Als zweites Praxismodell wird das „Brand Code Management“ der decode Marketingberatung GmbH in seinen Grundlagen und Prozessschritten wiedergegeben. Das Modell dient der Steuerung der Markenkommunikation und konzentriert sich insbesondere auf die Schließung der Implementierungslücke von gewünschter Positionierung eines Produktes und der Umsetzung dieser. Zuletzt wird in einem Fazit auf das junge Alter des Forschungsgebietes, sowie damit verbundene Schwächen und die schwer abschätzbare zukünftige Relevanz des Neuromarketings für das Marketing eingegangen.
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.
Viral Marketing
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Author : Karen Nelson-Field
language : en
Publisher: OUP Australia & New Zealand
Release Date : 2013-10-03
Viral Marketing written by Karen Nelson-Field and has been published by OUP Australia & New Zealand this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-10-03 with Business & Economics categories.
Using original research from more than 2 years of work, 5 different data sets, around 1000 videos, 9 individual studies and a large team of researchers from the Ehrenberg-Bass Institute for Marketing Science, Viral Marketing offers solid advice on the nebulous business of video sharing. Dr Nelson-Field reports new knowledge on sharing, memory and the influence of creative devices.
Nonmetric Approaches To Multivariate Analysis In Marketing
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Author : Paul Green
language : en
Publisher: Marketing Classics Press
Release Date : 2011-06-30
Nonmetric Approaches To Multivariate Analysis In Marketing written by Paul Green and has been published by Marketing Classics Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-06-30 with Business & Economics categories.
Studies In Decision Making
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Author : Martin Irle
language : en
Publisher: de Gruyter
Release Date : 1982
Studies In Decision Making written by Martin Irle and has been published by de Gruyter this book supported file pdf, txt, epub, kindle and other format this book has been release on 1982 with Business & Economics categories.
No detailed description available for "Studies in Decision Making".
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.
Blindness And Brain Plasticity In Navigation And Object Perception
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Author : John J. Rieser
language : en
Publisher: Taylor & Francis
Release Date : 2008
Blindness And Brain Plasticity In Navigation And Object Perception written by John J. Rieser and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with Education categories.
This book features chapters from cognitive and developmental psychologists, neurologists and neuroscientists, and rehabilitation specialists and educators. These groups do research in this area but generally do not collaborate. This book is an attempt to bring together the disparate threads of research into one volume.
Perception
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Author : Robert Rogers Blake
language : en
Publisher:
Release Date : 1951
Perception written by Robert Rogers Blake and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1951 with Perception categories.
Experiential Marketing
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Author : Bernd H. Schmitt
language : en
Publisher: Simon and Schuster
Release Date : 2000-12-11
Experiential Marketing written by Bernd H. Schmitt and has been published by Simon and Schuster this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000-12-11 with Business & Economics categories.
Engaging, enlightening, provocative, and sensational are the words people use to describe compelling experiences and these words also describe this extraordinary book by Bernd Schmitt. Moving beyond traditional "features-and-benefits" marketing, Schmitt presents a revolutionary approach to marketing for the branding and information age. Schmitt shows how managers can create holistic experiences for their customers through brands that provide sensory, affective, and creative associations as well as lifestyle marketing and social identity campaigns. In this masterful handbook of tools and techniques, Schmitt presents a battery of business cases to show how cutting-edge companies use "experience providers" such as visual identity, communication, product presence, Web sites, and service to create different types of customer experiences. To illustrate the essential concepts and frameworks of experiential marketing, Schmitt provides: SENSE cases on Nokia mobile phones, Hennessy cognac, and Procter & Gamble's Tide Mountain Fresh detergent; FEEL cases on Hallmark, Campbell's Soup, and Häagen Dazs Cafés in Asia, Europe, and the United States; THINK cases on Apple Computer's revival, Genesis ElderCare, and Siemens; ACT cases on Gillette's Mach3, the Milk Mustache campaign, and Martha Stewart Living; RELATE cases on Harley-Davidson, Tommy Hilfiger, and Wonderbra. Using the New Beetle and Sony as examples, Schmitt discusses the strategic and implementation intricacies of creating holistic experiences for customers. In an intriguing final chapter, he presents turn-around techniques such as "Objective: To Dream," "Send in the Iconoclasts," and "Quit the Bull," to show how traditional marketing firms can transform themselves into experience-oriented organizations. This book will forever change your perception of customers, marketing, and brands -- from Amtrak and Singapore Airlines to Herbal Essences products and Gwyneth Paltrow.
Building Great Customer Experiences
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Author : Colin Shaw
language : en
Publisher: Springer
Release Date : 2002-09-13
Building Great Customer Experiences written by Colin Shaw and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002-09-13 with Business & Economics categories.
This book is about building and delivering great customer experiences. Many companies neglect this, but the physical execution and emotional impact of customer experiences, companies and brands may ultimately determine customer satisfaction and loyalty and commercial success. With the use of compelling examples and cases the authors show that this is key for all companies and organisations.