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Möglichkeiten der Kundenbindung durch Personalisierung von Webseiten by Hartmann, Guido

Möglichkeiten der Kundenbindung durch Personalisierung von Webseiten

by Guido Hartmann
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Book cover type: Paperback
  • ISBN13: 9783838615714
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Diplom.de
  • Publisher Imprint: Diplom.de
  • Publication Date:
  • Pages: 96
  • Original Price: GBP 62.9
  • Language: German
  • Edition: N/A
  • Item Weight: 137 grams
  • BISAC Subject(s): Marketing / General

Inhaltsangabe: Gang der Untersuchung: Im Rahmen dieser Diplomarbeit werden die Möglichkeiten der Kundenbindung durch Personalisierung von Webseiten im Internet aufgezeigt. Die derzeit am Markt üblichen Techniken zur Personalisierung von Websites werden beschrieben und nach ihrer Nützlichkeit bewertet. Kapitel 1 führt grundlegend in das Thema Marketing im Internet und die hieraus resultierenden Implikationen ein. In Kapitel 2 wird zunächst der Übergang vom Massenmarketing zum Individual-Marketing beschrieben. Hierbei wird kurz der im amerikanischen Markt verwendete Begriff des One-to-One Marketings dem klassischen Marketing gegenübergestellt. Vertiefend wird auf die Bestandteile Beziehungsmarketing und Database-Marketing des One-to-One Marketings eingegangen. Kapitel 3 vermittelt einen Überblick über die Entwicklung und die Möglichkeiten des Electronic Commerce im Internet. Grundbegriffe zu Multimedia und Internet legen die Basis zum Verständnis der interaktiven Kommunikation im Internet. Abschlie end wird auf die Wirkungen bei der Auseinandersetzung des Nutzers mit interaktiven Anwendungen eingegangen. Kapitel 4 beschreibt die Voraussetzungen für die personalisierte Kommunikation. Die Darstellung der technischen Restriktionen des Internets zeigen die Wichtigkeit der persönlichen Identifizierung des Nutzers auf. Die Entwicklung von statischen zu personalisierten Webseiten wird in Kapitel 5 dargelegt. Lösungsansätze werden anhand eines Beispiels zur Gestaltung eines Bankauftritts im Internet dargestellt. In Kapitel 6 werden die verschiedenen Personalisierungstechniken vorgestellt und entsprechend ihrer Zugehörigkeit zur Push- oder Pulltechnik klassifiziert. Der Nutzen für Kunden und Unternehmen wird herausgearbeitet. Die Grenzen der Personalisierungtechnik schlie en das Kapitel ab. Die Schilderung der Problematik der Kundenbindung ohne persönlichen Kontakt bildet den Einstieg in Kapitel 7. Nach einführenden Überlegungen zur Kundenbindung wird eine Arbeitsdefin

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