Zur Bedeutung von Computer-Netzwerken für das Marketing
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Inhaltsangabe: Inhaltsverzeichnis: Inhaltsverzeichnis: Abkürzungsverzeichnis Abbildungsverzeichnis Tabellenverzeichnis I.Einleitung 1.Problemstellung und Zielsetzung der Arbeit 2.Aufbau der Arbeit II.Begriffliche und inhaltliche Grundlagen 1.Marketing 2.Computer-Netzwerke 2.1Definition 2.2Relevante Computer-Netzwerke 2.2.1Internet 2.2.1.1Entstehung und Aufbau des Internet 2.2.1.2Dienste im Internet 2.2.2World Wide Web 2.2.2.1Entstehung und Aufbau des World Wide Web 2.2.2.2Kommerzialisierung des Internet durch das World Wide Web 2.2.3Kommerzielle Computer-Netzwerke 2.2.3.1Kommerzielle Anbieter 2.2.3.2Verbindung zum World Wide Web III.Aktuelle und potentielle Einsatzmöglichkeiten für das Marketing im World Wide Web 1.Entwicklung neuer Formen der Kommunikation als Ausgangspunkt 1.1Kommunikation durch Massenmedien 1.2Kommunikation im World Wide Web 1.2.1Computervermittelte Hypermedia-Kommunikation 1.2.2Besonderheiten computervermittelter Hypermedia-Kommunikation 1.2.2.1Multimedia als integraler Bestandteil 1.2.2.2Integration von Rückkanälen 1.2.2.3Globale und lokale Kommunikation 2.Aktuelle Einsatzmöglichkeiten für das Marketing im World Wide Web 2.1Konzeption eines World Wide Web-Servers 2.1.1Ansätze 2.1.1.1Präsenz im World Wide Web 2.1.1.2Online-Geschäft und Mall-Konzept 2.1.2Promotion des World Wide Web-Servers 2.1.2.1Interne Promotion 2.1.2.2Externe Promotion 2.1.2.3Promotion durch Generierung eines Produktmehrwerts 2.2World Wide Web als Instrument des Marketing 2.2.1Kommunikationspolitische Aspekte 2.2.1.1Werbung 2.2.1.2Öffentlichkeitsarbeit 2.2.1.3Verkaufsförderung 2.2.1.4Persönlicher Verkauf 2.2.1.5Direktmarketing 2.2.2Distributionspolitische Aspekte 2.2.3Produktpolitische Aspekte 2.2.4Kontrahierungspolitische Aspekte 2.2.5Marktforschungsaspekte 3.Zukünftige Einsatzmöglichkeiten für das Marketing im World Wide Web 3.1Online Zahlungssysteme 3.1.1Entwicklungsstand 3.1.2Bedeutung von Zahlungssystemen für die weite
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