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Kundenbindung durch Eventmarketing: Einfuhrung und Kritik by Harald Ebner (Paperback, 2014)

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In Zeiten zunehmender Marktsattigung und -segmentierung sieht sich das moderne Marketing mit besonderen Anforderungen konfrontiert. Ein grundlegender gesellschaftlicher Wertewandel mit wachsender Tendenz zur Erlebnisorientierung, eine Informationsuberlastung der Konsumenten, Austauschbarkeit der Angebote und hybrides Kaufverhalten haben dazu gefuhrt, dass die traditionellen Mittel der Marktkommunikation nicht mehr ausreichen. Eine dauerhafte Kundenbindung kann jedoch nur uber eine interaktive Kommunikation mit den Konsumenten aufgebaut werden. Hieraus ergibt sich die Notwendigkeit der Konstruktion innovativer, interaktionsorientierter Kommunikationsinstrumente. Ein Instrument, welches als geeignet erscheint diesen Anforderungen gerecht zu werden, ist das Eventmarketing. Die vorliegende Arbeit soll nicht nur einen Beitrag dazu leisten, das eigentliche Konstrukt Eventmarketing theoretisch zu betrachten, sondern vor allem aufzeigen, warum Eventmarketing als ein modernes Instrument zur Kundenbindung dienen kann. Dabei wird der Fokus nicht ausschliesslich auf operativen Aspekten liegen. Es soll vor allem auch anhand ausgewahlter theoretischer Ansatze hinterfragt werden, wie die Wirkungsstrukturen von Eventmarketing zu interpretieren sind, d.h. wie sich die Funktionsweise von Marketingevents als Mittel zur Kundenbindung unter sozialen Gesichtspunkten erklaren lasst.

Product Identifiers

Publisher
Bachelor + Master Publishing
ISBN-13
9783956844621
eBay Product ID (ePID)
19046441415

Product Key Features

Author
Harald Ebner
Publication Name
Kundenbindung Durch Eventmarketing: Einfuhrung Und Kritik
Format
Paperback
Language
German
Subject
Marketing
Publication Year
2014
Type
Textbook
Number of Pages
72 Pages

Dimensions

Item Height
210mm
Item Width
148mm
Item Weight
95g

Additional Product Features

Title_Author
Harald Ebner

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Kundenbindung durch Eventmarketing: Einfuhrung und Kritik by Harald Ebner (Paperback, 2014)

About this product

Product Information

Product Identifiers

Product Key Features

Dimensions

Additional Product Features

Best Selling in Adult Learning & University

Permaculture: A Designer's Manual by Bill Mollison (Hardcover, 1988)

Australian Native Bee Book: Keeping Stingless Bee Hives for Pets, Pollination and Sugarbag Honey by Tim Heard (Paperback, 2015)

The Weed Forager's Handbook: A Guide to Edible and Medicinal Weeds in Australia by Adam Grubb, Annie Raser-Rowland (2012, Paperback)

Empire of the Summer Moon: Quanah Parker and the Rise and Fall of the Comanches, the Most Powerful Indian Tribe in American History by S.C. Gwynne (Paperback, 2011)

Botanical Field Guide by Stefan Mager (Fold-out book or chart, 2021)

Linux Basics For Hackers: Getting Started with Networking, Scripting, and Security in Kali by OccupyTheWeb (Paperback, 2018)

The Hundred Years' War on Palestine: A History of Settler Colonial Conquest and Resistance by Rashid I. Khalidi (Paperback, 2020)

Save on Adult Learning & University

The Australian Native Bee Hive Book: Keeping Stingless Sugarbag OATH Tim Heard

Weed Forager's Handbook: A Guide to Edible and Medicinal Weeds in Australia by A

Netter Atlas of Human Anatomy: Classic Regional Approach

Classical Mechanics: The Theoretical Minimum by George Hrabovsky

Havard's Nursing Guide to Drugs

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