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Handbuch Direct Marketing

Handbuch Direct Marketing


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About the Book

Als 1975 erstmals das Handbuch des Direct Marketing erschien, gab es so gut wie keine deutschsprachige Literatur zu diesem Fachgebiet. Dieses hat sich in den vergangenen 15 Jahren verandert, wenn auch die Anspruche vieler Autoren/Herausgeber haufig nieht dem Titel ihrer Werke und auch haufig nieht der Erwartungshaltung der Kaufer entsprachen. Seinerzeit galt die Prognose, da13 in einigen J ahren jedes Marketing mehr oder weniger Direct Marketing sein wurde. Auf diesem Weg sind wir ein ganz scMnes Stuck vorangekommen. Und dieses hat viele Grunde. (Der neueste Beweis liegt mit der DDV-Studie "Wirtschaftsfaktor Direktmarketing" vor. ) In einer sehr uberzeugenden Ableitung der Marketingtrends seit den 60er J ahren weist W. Pepels (in: Kommunikation 2190, S. 32ff. ) nach, daB erste Reaktanzwirkungen in der Verbraucherschaft sowie der sinkende Produktivitatsbeitrag immer starker pene- trierter KommunikationsmaBnahmen zur Forcierung von Direct-Marketing-Aktivi- taten fUhrte. Nach der Berucksiehtigung gesellschaftlicher Aspekte in den 70er J ahren und der Entwieklung der Hypothese yom "Global Marketing" (Levitt) bzw. dessen Gegenbewegung, namlich Naisbitts Theorie der "Multi-options Society", erganzte Kotler das traditionelle Marketing-Instrumentarium der 4 Ps (Product, Place, Pro- motion, Priee) um weitere 2 Ps (Publicity, Power). Pepels wagt die Voraussage, daB das "Customized Marketing" (individualisiertes Marketing) und der Zugriff auf ex- terne Datenbanken neben dem Angebot integrierter Beratungslosungen (einschl. Di- rect Marketing) weiter zunehmen wird. Ein schnelles Feedback auf Marktreaktion mache intensive Unternehmen-Kunden-Beziehungen in sog. Networkings notwendig im Sinne eines aussagefahigen Meinungsaustauschs, der durch Kunden-Kontakt-Pro- gramme gewahrleistet wird.


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Product Details
  • ISBN-13: 9783409367004
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Edition: 0006-6. Aufl. 1991
  • Language: German
  • Returnable: N
  • Spine Width: 44 mm
  • Width: 170 mm
  • ISBN-10: 3409367004
  • Publisher Date: 01 Jan 1991
  • Binding: Paperback
  • Height: 244 mm
  • No of Pages: 869
  • Series Title: German
  • Weight: 1427 gr


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