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Guerilla Marketing by Keup, Sebastian

Guerilla Marketing

by Sebastian Keup
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Book cover type: Paperback
  • ISBN13: 9783640555468
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 24
  • Original Price: USD 26.9
  • Language: German
  • Edition: N/A
  • Item Weight: 46 grams
  • BISAC Subject(s): Marketing / General

Studienarbeit aus dem Jahr 2009 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2.0, FOM Hochschule für Oekonomie & Management gemeinnützige GmbH, Köln, Veranstaltung: Unternehmenskommunikation, Sprache: Deutsch, Abstract: Wenn man Guerilla hört, denkt man wahrscheinlich in erster Linie an eine Kriegstaktik und Che Guevara. Nun ist die Frage, was hat dies mit Marketing zu tun. Marketing ist nach J. C. Levinson (vgl. Levinson, 2008, S. 2) die Kunst Menschen dazu zu bewegen, ihre Ansichten zu ändern oder ihnen treu zu bleiben, sofern diese dem Ziel der Tätigkeit von entsprechenden Geschäften gleich kommt. Dieses fällt dem Verbraucher allerdings in der heutigen Zeit nicht leicht. Überall erfolgt die Konfrontation mit Werbung aller Art, sei es im Fernsehen, auf der Stra e oder bei der Arbeit. Es herrscht eine wahre Reizüberflutung, welche zur Folge hat, dass der Konsument desensibilisiert wird und gegen den "Einheitsbrei" an Werbung abstumpft. Nach einer Studie von Kroeber-Riel / Esch beträgt die Informationsüberlastung eines Konsumenten in Deutschland 98%. Das bedeutet, dass nur 2% des Informationsangebotes zum Kunden durchdringen. Eine Aufnahme der Information ist jedoch noch nicht gewährleistet (vgl. Koerber-Riel / Esch, 2004, S. 16). Hier ist der Ansatzpunkt des Guerilla Marektings. Es nutzt die Eigenschaften der Guerillataktik und verbindet sie mit Elementen aus dem Marketing Mix. Das Hauptaugenmerk der vorliegenden Hausarbeit liegt auf der Erarbeitung von Charakteristikern von Guerilla Marketing und einer Einordnung in einen marketingpolitischen Gesamtkontext. Meistens wird Guerilla Marketing als reines Instrument der Kommunikationspolitik gesehen. Es ist jedoch mehr als das. Unter Zuhilfenahme von praktischen Beispielen wird dies in der folgenden Arbeit aufgezeigt.

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