Echtzeitdatenmessung im Marketing. Ein Literaturüberblick

Name: Echtzeitdatenmessung im Marketing. Ein Literaturüberblick
Brand: Grin Verlag
SKU: 9783668971929
Price: 3322.0 INR
Availability: InStock

by Matthias Rudolph

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ISBN13: 9783668971929
Binding: Paperback
Subject: N/A
Publisher: Grin Verlag
Publisher Imprint: Grin Verlag
Publication Date: September 6, 2019
Pages: 68
Original Price: USD 39.5
Language: German
Edition: 1. Auflage
Item Weight: 100 grams
BISAC Subject(s): Marketing / General

About The Book

Bachelorarbeit aus dem Jahr 2017 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Universität Augsburg, Sprache: Deutsch, Abstract: Diese Arbeit hat zum Ziel, einen systematischen Überblick über das komplette Spektrum an Methoden zur Echtzeitdatenmessung (EDM) zu geben und dabei die Fülle an empirischen und konzeptionellen Publikationen zu kategorisieren. Darüber hinaus wird der Mehrwert von Echtzeitdaten gegenüber retrospektiven Methoden herausgearbeitet und Empfehlungen sowie Anwendungsfelder für Wissenschaft und Praxis aufgezeigt. Von Benjamin Franklin stammt die Aussage "Time is money". Der renommierte Wirtschaftswissenschaftler Robert S. Kaplan hat über strategische Kennzahlen gesagt "If you can't measure it, you can't manage it". Angewendet auf die Marketingforschung bedeutet dies, dass zeitnahe sowie quantifizierbare Informationsbeschaffung von zentraler Bedeutung ist. Im Einklang identifiziert Pepels (2012) die Aktualität und einen hohen Informationsgrad als Voraussetzung für erfolgreiche Marktforschung. Durch technologische Neuerungen können Multinationale Unternehmen gro e Datenmengen in Echtzeit auswerten und simultan dazu Szenarien unter Abwägung von kalkulierten Chancen und Risiken ausarbeiten. Traditionelle Datenerhebungsmethoden sind aufgrund ihrer retrospektiven Orientierung nicht in der Lage die heutzutage benötigten Echtzeitdaten bereitzustellen. Diese Nachfragelücke nach aktuelleren, umfangreicheren und profunden Datensätzen schlie t die Echtzeitdatenmessung. In den letzten Jahrzehnten wurden im Marketing mit einer Vielzahl von Methoden Echtzeitdaten erhoben. Hierbei ist es entscheidend, die richtige Datenerhebungsmethode zu wählen, um kosteneffizient relevante Zusammenhänge aufzuzeigen. Zum heutigen Zeitpunkt gibt es au er einigen Teilsammlungen keinen allumfassenden Überblick über mögliche Methoden zur EDM, der bei dieser Entscheidung unterstützen kann. Diese Arbeit gliedert sich wie folgt: Nach einer ersten Definition

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