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Kommunikationspolitik. Ein Überblick by Jaroui, Khalid

Kommunikationspolitik. Ein Überblick

by Khalid Jaroui
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Book cover type: Paperback
  • ISBN13: 9783668606630
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 24
  • Original Price: USD 26.9
  • Language: German
  • Edition: 1. Auflage
  • Item Weight: 46 grams
  • BISAC Subject(s): Marketing / General

Studienarbeit aus dem Jahr 2014 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,3, FOM Essen, Hochschule für Oekonomie & Management gemeinnützige GmbH, Hochschulleitung Essen früher Fachhochschule, Veranstaltung: Seminar, Sprache: Deutsch, Abstract: Die Kommunikationspolitik ist eine der wichtigsten Säulen des Marketings für jedes Unternehme und neben Produkt-, Kontrahierungs-und Distributionspolitik eines der vier marketingpolitischen Instrumente. Sie hat die Aufgabe, das Angebot auf dem Markt zu bewerben, und ein gutes Unternehmens- bzw. Produktimage aufzubauen, mit dem Zweck, potenzielle Kunden über verschiedene Angebote informieren und effizienter beeinflussen zu können, damit der Verkaufsabschluss realisiert werden kann. Der festgelegte Preis, die angebotenen Produkte bzw. Dienstleistungen sowie die Vertriebswege und alle Informationen über getroffene Entscheidungen werden in Form des Sender-Empfänger-Modus kommuniziert. Die Kommunikations- und Informationstechnologien haben sich in der letzten Zeit dank der Globalisierung rasant weiterentwickelt. Das hat zur Konsequenz, dass sich der Konkurrenzkampf der Unternehmen mehr und mehr zum Kommunikationswettbewerb entwickelt. Der effiziente Einsatz der kommunikationspolitischen Werkzeuge ermöglicht, in diesem Wettbewerb überhaupt bestehen zu können. Das Ziel ist es, das Interesse der Zielgruppe zu wecken, bestehende Kunden zu binden und neue Kunden zu gewinnen sowie psychologische Ziele zu erreichen. Das geschieht durch Einsatz der klassischen und der neuen Kommunikationsmedien. Im Zentrum dieser Arbeit stehen dabei folgende Fragen: Wie werden die Informationen vom Unternehmen an die Kunden herangetragen? Welche Kommunikationsinstrumente stehen zur Verfügung? Welche Strategie wird durchgeführt? Welche notwendigen Ma nahmen werden ergriffen?

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