£64.50

GRIN Verlag Auswirkungen des dynamisch veränderten Kaufverhaltens auf das Multi Channel Marketing sowie die Rolle von Empfehlungen zur Beeinflussung des Kaufverhaltens: Eine empirische Analyse

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Description

Masterarbeit aus dem Jahr 2015 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Hochschule für Technik Stuttgart, Sprache: Deutsch, Abstract: Das Kaufverhalten ist grundsätzlich für jedes Unternehmen von hoher Bedeutung, welches in Kontakt mit Kunden bzw. Endverbrauchern steht. Verändert sich dieses Verhalten dynamisch, dann hat dies spürbare Auswirkungen auf das Unternehmen. In der vorliegenden Arbeit wird die Auswirkung eines sich dynamisch verändernden Kaufverhaltens auf die Markterfassung und Marktbearbeitung im Rahmen des Multi Channel Marketing betrachtet. Dies beinhaltet die Bestimmung aktueller Kundentypologien (Markterfassung) sowie die Rolle von Empfehlungen (offline oder online) zur Beeinflussung des dynamisch veränderten Kaufverhaltens (Marktbearbeitung). Als Ausgangspunkt für die Untersuchung wird ein theoretischer Rahmen gesetzt. Dieser beinhaltet zunächst die begrifflich-konzeptionellen Grundlagen und beschreibt die Auswirkungsrichtungen innerhalb des Multi Channel Marketing. Darauf aufbauend wird in der theoretischen Analyse der Stand in der Forschung herangezogen, um entsprechende Herleitungen für die empirische Analyse vornehmen zu können. Anschließend werden auf Grundlage einer quantitativen Untersuchung (Onlinefragebogen) aktuelle Kundentypologien bestimmt. Dazu wird die Rolle von verbalen Empfehlungen und Empfehlungen auf Social-Media-Plattformen analysiert und auf entsprechende Einflussgrößen eingegangen. Die empirischen Ergebnisse lassen fünf Kundentypologien innerhalb eines multioptionalen Kunden erkennen und unterstreichen die Wichtigkeit von verbalen Empfehlungen wie auch von Empfehlungen auf Social-Media-Plattformen zur Beeinflussung des sich dynamisch verändernden Kaufverhaltens.

Product Specifications

Format
Paperback
Domain
Amazon UK
Release Date
15 February 2018
Listed Since
17 February 2018

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