Entwicklung eines Marketing-Konzepts für die Durchführung von Events: Am Beispiel des Events "Mit allen Sinnen genießen" des Direkt Marketing Center M
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Inhaltsangabe: Zusammenfassung: Heutzutage sind Unternehmen mit zahlreichen Rahmenbedingungen konfrontiert, die die Effizienz einer massenmedialen Ansprache erschweren. Marktsättigung und steigender Wettbewerb, Wertewandel in der Gesellschaft, Aufsplitterung von Gesellschaftsgruppen und Informationsüberlastung sind nur einige davon. Aufgrund des technischen Fortschritts und des Verbraucherschutzes sind Qualität, Service und Design auf einem sehr hohen Niveau. Es gibt also immer weniger eindeutig kommunizierbare Unterscheidungsmerkmale. Aufgrund dieser Entwicklung entstehen neue Kommunikationsinstrumente, wie beispielweise das Event-Marketing. Dabei handelt es sich um eine spezielle Form der Individualkommunikation, die den direkten Kundendialog und die Interaktion ermöglicht. Durch die Ansprache der Zielgruppe auf der Erlebnisebene wird ein hoher Aktivierungsgrad erreicht und damit die Streuverluste minimiert. Event-Marketing gewinnt immer mehr an Bedeutung. Das bestätigen die steigenden Ausgaben für das Event-Marketing, die steigende Anzahl von Events und professionellen Event-Agenturen und zahlreiche Fachpublikationen zu diesem Thema. Diese Arbeit entstand in der Zusammenarbeit mit dem Direkt Marketing Center Mannheim der Deutschen Post AG. Sie beschäftigt sich mit der Planung, Durchführung und der anschlie enden Erfolgskontrolle von Events. Das Event Mit allen Sinnen genie en", das von dem Direkt Marketing Center Mannheim zusammen mit den Direkt Marketing Centern Karlsruhe und Saarbrücken im November 2003 in Bad Bergzabern für die Kunden dieser drei Direkt Marketing Center organisiert wurde, ist ein Beispiel hierfür. Ziel dieser Diplomarbeit ist die systematische Planung, Organisation und Kontrolle des Events Mit allen Sinnen genie en", die auf den theoretischen Grundlagen des Event-Marketing basieren. Nach der Definition der Begriffe Event" und Event-Marketing" wird nach den Gründen für den Einsatz des Event-Marketing, seiner Bedeutung und seiner Stellun
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