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Mundpropaganda als steuerbares Marketinginstrument by Schmidt, Stephan

Mundpropaganda als steuerbares Marketinginstrument

by Stephan Schmidt
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Book cover type: Paperback
  • ISBN13: 9783868151787
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Igel
  • Publisher Imprint: Igel
  • Publication Date:
  • Pages: 100
  • Original Price: GBP 59.9
  • Language: German
  • Edition: N/A
  • Item Weight: 141 grams
  • BISAC Subject(s): Marketing / General

In welchem Restaurant ist das Essen am leckersten, welche Le-bensmittel schmecken gut, oder welches Automobil hat die beste Qualität? Die Beantwortung dieser Fragen durch Familienmitglieder oder Bekannte hat einen signifikanten Einfluss auf die Entscheidung des Fragestellenden. 70% der Konsumenten vertrauen den Ratschlägen aus dem persönlichen Umfeld, der Werbung hingegen schenken nur 59 Prozent ihr Vertrauen. Unternehmen und Marke-tern ist die Bedeutung von Mundpropaganda für den Umsatz und das Image eines Unternehmens bewusst geworden, deshalb ist Word-of-Mouth sprichwörtlich "in aller Munde". Mittlerweile hat sich eine eigene Industrie auf WOM-Marketing spezialisiert, deren Mitglieder sich in der Word-of-Mouth Marketing Association (WOMMA) organisiert haben. Diese Untersuchung analysiert grundlegende Faktoren für die Erzeugung und Diffusion von WOM, stellt Auswirkungen von Mundpropaganda auf Unternehmen und deren Produkte dar und präsentiert aktuelle Entwicklungen im WOM-Marketing.

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