Die Einbindung des Direct Marketing in die Integrierte Kommunikation
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Studienarbeit aus dem Jahr 2007 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,3, Universit�t Bayreuth (Lehrstuhl f�r Marketing), Veranstaltung: Seminar: Direct Marketing, Sprache: Deutsch, Abstract: "Der gesellschaftliche Wandel liegt vor allem in der Individualisierung. Kunden wollen als Individuen wahrgenommen und entsprechend bedient werden." (Natalie Ehrsam, Universit�t Z�rich) Dieses Zitat von Natalie Ehrsam von der Universit�t Z�rich beschreibt wohl sehr treffend den Wandel, der sich in den letzten Jahren bzw. Jahrzehnten im Bereich des Marketing vollzogen hat. W�hrend in der Nachkriegszeit des 2. Weltkrieges noch ein Verk�ufermarkt vorlag, in welchem die Verk�ufer selbst entscheiden konnten was sie produzieren wollten, und aufgrund des Nachfrage�berhangs davon ausgehen konnten, dass dieses Angebot auch abgesetzt wird, wandelte sich der Markt in den 50er-/60er-Jahren zu einem K�ufermarkt. Der K�ufermarkt ist dadurch gekennzeichnet, dass der Konsument hier der Souver�n ist und zwischen einer breiten Palette an Produkten und Dienstleistungen w�hlen kann. F�r Unternehmen begann im Zuge dieses Wandels folglich das Marketing immer wichtiger zu werden, da sie in der breiten Masse nun um eine geringere Abnehmerzahl konkurrierten. Es muss also eine logische Folge sein, dass im weiteren Zeitverlauf auch das Marketing immer mehr einer Spezialisierung unterworfen werden musste, da heutzutage t�glich eine Vielzahl von Marketingma nahmen auf den Konsumenten einwirkt. Um aus dieser Masse von Ma nahmen herauszustechen, bedarf es immer mehr individualisierten Angeboten. Dies gilt sowohl f�r Produkte/Dienstleistungen als auch f�r Marketing-konzepte. "Der Kunde sieht sich selbst nicht mehr als kleines braves R�dchen einer riesigen Maschinerie, sondern als selbstbewusstes Einzelwesen - das eine entsprechend individualisierte Behandlung vom Anbieter einfordert." Ein immer moderner werdendes Marketing-Tool, welches heutzutage eine "Direktansprache der Zie
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