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Online-Marketing: Grundlagen, Modell Und Fallstudie Für Versicherungsunternehmen by Axel Schwickert, Thomas E. Theuring

Online-Marketing: Grundlagen, Modell Und Fallstudie Für Versicherungsunternehmen

by Axel Schwickert , Thomas E. Theuring
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Book cover type: Paperback
  • ISBN13: 9783815426074
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Vieweg+teubner Verlag
  • Publisher Imprint: Vieweg+teubner Verlag
  • Publication Date:
  • Pages: 207
  • Original Price: EUR 46.72
  • Language: German
  • Edition: 1998
  • Item Weight: 304 grams
  • BISAC Subject(s): Engineering (General)

Der modeme, anspruchsvolle Kunde verhält sich immer weniger loyal zu einem Produkt bzw. Hersteller, sein multioptionales Verhalten nimmt permanent zu. Die stetig steigende Leistungssensibilität erhöht zusätzlich den Druck auf Hersteller und Anbieter zur Verbesserung von Produkten, Service und Beratung oder zu einem "angemessene- ren" PreislLeistungs-Verhältnis. Durch sinkende Gewinnspannen und zusätzlichen Rationalisierungsdruck müssen die Anbieter von Lei- stungen daher notgedrungen nach neuen Akquisitions- und Vertriebs- strategien suchen, um bestehende Kundenbeziehungen zu vertiefen, neue Kunden zu gewinnen und Zukunftsmärkte erfolgreich zu bearbei- ten. Ebenso gilt es, einem durch zunehmende Globalisierung von Un- ternehmensstrategien bedingten Verlust an Markt-, Reaktions- und Anpassungsnähe entgegenzuwirken. Einen Weg, diesen Entwicklun- gen Rechnung zu tragen und die Anforderungen eines "neuen Marke- tings" zu erfüllen, bietet die Nutzung von Online-Medien. Besonders für Dienstleister wie Versicherungsunternehmen wird die multimediale Online-Präsenz in Zeiten der ständigen Suche nach neuen Absatzmärkten und -kanälen, potentiellen Kunden und höherer Kundenbindung ein immer wichtigeres Marketing-Instrument. Auf- grund der betriebs wirtschaftlich-technischen Ambivalenz des Begrif- fes "Online-Marketing" ist die Leitlinie des vorliegenden Buches, die Gestaltungs- und Handlungsempfehlungen aus Sicht des Marketings und der Wirtschaftsinformatik auf ein geschlossenes fachliches Fun- dament zu stellen. Ziel des Buches ist es, die Systematik eines Online- Marketings und konkrete Ansatzpunkte für die unternehmerische Pra- xis aufzuzeigen.

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