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Eventmarketing. Konstruktion von Erlebnissen in der modernen Markenführung by Oliver Ole Vorsprecher

Eventmarketing. Konstruktion von Erlebnissen in der modernen Markenführung

by Oliver Ole Vorsprecher
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Book cover type: Paperback
  • ISBN13: 9783638669443
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 120
  • Original Price: USD 63.5
  • Language: German
  • Edition: N/A
  • Item Weight: 309 grams
  • BISAC Subject(s): Marketing / General

Magisterarbeit aus dem Jahr 2003 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Universit�t L�neburg, Sprache: Deutsch, Abstract: Der Autor �ber sein Buch: Der Weg von der Dienstleistungs- in eine Erlebnis�konomie ist immer mehr gekennzeichnet von einer steigenden Anzahl konstruierter Markenwelten, inszenierten Markenerlebnissen und interaktiver Kommunikation der Unternehmen mit ihren Kunden. Marken und deren Images kommt in den westlichen Industrienationen eine immer st�rkere sozialpsychologische Orientierungs- und Identifikationsfunktion zu. In diesem Kontext liegt es nahe, dass zur Erreichung potentieller Kunden mittels Marken, das rationale Konsumentenverst�ndnis eines ausschlie lich rational handelnden Homos Oeconomicus aufgebrochen und erweitert werden muss. Der Mensch muss in seiner Gesamtheit, innerhalb seines Umfeldes und mit all seinen Bed�rfnissen erfasst werden. Ferner ist das Nutzenverst�ndnis in Bezug auf Produkte deutlich auszuweiten. Verhaltenswissenschaftliche Ans�tze werden aufgezeigt, die der Theorie in diesem Zusammenhang eine zus�tzliche Perspektive anbieten. Sie dienen heute dazu, teilweise bereits vollzogene Wandlungsprozesse bzgl. des Verhaltens der Konsumenten erkl�rbar zu machen. In der Praxis werden rationale Kaufentscheidungsprozesse immer mehr von dem Zusatz- bzw. Geltungsnutzen eines Markenproduktes �berlagert. Daher versuchen daher viele Unternehmen, den Konsumenten ganzheitlich und emotional auf einer konstruierten erlebnisorientierten Wahrnehmungsebene der Markenkommunikation zu erreichen und so langfristig an sich zu binden. Dies setzt ein Denken vom Markt und Kunden her voraus, wie es innerhalb eines marketingorientierten F�hrungskonzepts und insbesondere innerhalb der modernen, identit�tsorientierten Markenf�hrung verankert ist. Dieses grunds�tzliche Konzept wird daher detailiert beleuchtet. Innerhalb der Markenf�hrung und der daraus abzuleitenden Kommunikationskonzepte ist kontinuierlich zu hinterfra

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