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Eventmarketing und Events by Meyer, Christian

Eventmarketing und Events

by Christian Meyer
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Book cover type: Paperback
  • ISBN13: 9783638687270
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 60
  • Original Price: USD 26.9
  • Language: German
  • Edition: N/A
  • Item Weight: 91 grams
  • BISAC Subject(s): Marketing / General

Studienarbeit aus dem Jahr 2004 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, FOM Essen, Hochschule für Oekonomie & Management gemeinnützige GmbH, Hochschulleitung Essen früher Fachhochschule, Sprache: Deutsch, Abstract: Die Marketingabteilungen der Unternehmen haben heutzutage immer häufiger mit den Problemen der veränderten Rahmenbedingungen des Marketings zu kämpfen. Da sind zum einen die Folgen des Wertewandels, von der Konsumgesellschaft zur Erlebnisgesellschaft, zum anderen leidet der Konsument aufgrund der immensen Menge an Werbebotschaften, denen er täglich ausgesetzt ist, zunehmend an einer Reizüberflutung. Dies führt dazu, dass die klassischen Marketinginstrumente vom Konsumenten immer weniger wahrgenommen werden, da sie dem Trend zum Erlebnismarketing nicht gerecht werden. Eventmarketing basiert auf dem Erlebnistrend und öffnet einen Kommunikationskanal zum Konsumenten. Ziel dieser Arbeit ist es, einen Einblick in das Thema Events und Eventmarketing zu geben. Somit werden zunächst die Grundlagen des Eventmarketing dargestellt und die Begrifflichkeiten Event, Eventmarketing und Marketingevent definiert und abgegrenzt. Anschlie end folgt die Abgrenzung der Marketinginstrumente Event und Sponsoring, und ein Überblick der gesamtwirtschaftlichen und gesellschaftlichen Rahmenbedingungen. Im dritten Kapitel dieser Arbeit liegt der Schwerpunkt auf der Eventplanung. Es werden mögliche auftretende Probleme beschrieben und die verschiedenen Instrumente vorgestellt. Im letzten Teil des dritten Kapitels wird auf das Thema Eventcontrolling eingegangen. Abschlie end erfolgt eine Zusammenfassung mit einem kurzen Ausblick zur zukünftigen Entwicklung von Eventmarketing.

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