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Möglichkeiten der Nutzung von Online-Diensten und Computernetzwerken im Rahmen der Kommunikationspolitik by Bokowsky, Markus

Möglichkeiten der Nutzung von Online-Diensten und Computernetzwerken im Rahmen der Kommunikationspolitik

by Markus Bokowsky
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Book cover type: Paperback
  • ISBN13: 9783838640297
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Diplom.de
  • Publisher Imprint: Diplom.de
  • Publication Date:
  • Pages: 160
  • Original Price: GBP 90.9
  • Language: German
  • Edition: N/A
  • Item Weight: 218 grams
  • BISAC Subject(s): Languages / General

Inhaltsangabe: Einleitung: Dieses Kapitel soll eine Begründung für die Wahl des Themas liefern, sowie die Ziele der Arbeit aufzeigen. Des weiteren soll die gewählte Vorgehensweise erläutert, sowie auf einige Spezialaspekte der Untersuchung hingewiesen werden. Die Rahmenbedingungen für die Marketing-Kommunikation sind in den letzten Jahren zunehmend schwieriger geworden. Die Verbraucher leiden unter Informationsüberlastung und zeigen immer weniger Interesse an klassischer Unternehmenskommunikation. Demgegenüber steht der Wunsch nach individueller Ansprache und vermeintlich objektiver Produktinformation. Von der Marketing-Forschung weitgehend unbemerkt haben sich Online-Dienste und vor allem das Internet zu stattlicher Grö e entwickelt. Heute nutzen ca. 40-50 Mio. Menschen weltweit Datennetze zur Kommunikation, Information und Unterhaltung. Die Nutzung dieser Netze zur Unternehmens-Kommunikation könnte, bedingt durch die, von klassischen Medien differierenden Kommunikationseigenschaften, eine Antwort auf die erschwerten Rahmenbedingungen der 90er sein. Während in der Literatur überwiegend der Einsatz zu Zwecken der Distribution diskutiert wird, soll in dieser Arbeit das, in Online-Diensten und dem Internet liegende Potential für die Marketing-Kommunikation aufgezeigt werden. Die in der Praxis beobachtbaren Tendenzen lassen vermuten, da hier der Einsatzschwerpunkt der nächsten Jahre liegen wird. Gang der Untersuchung: Ziel dieser Arbeit ist es die theoretischen und praktischen Nutzungsmöglichkeiten von Online-Diensten und Internet für die Marketing-Kommunikation darzustellen. Hierzu sollen zunächst die einzelnen Systeme, ihre Nutzer sowie die zu erwartenden zukünftigen Entwicklungen vorgestellt werden. Danach sollen die Besonderheiten der untersuchten Medien durch eine Gegenüberstellung mit traditionellen Medien herausgearbeitet werden. Die Ergebnisse der Betrachtung der in Online-Medien möglichen Kommunikationsbeziehungen sollen den theoretischen Rahmen für die Ei

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