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Möglichkeiten und Grundlagen des Online-Marketings

Möglichkeiten und Grundlagen des Online-Marketings


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About the Book

Studienarbeit aus dem Jahr 2023 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, IU Internationale Hochschule (Marketing), Veranstaltung: Online-Marketing, Sprache: Deutsch, Abstract: Da (Online-)Marketing ein wichtiger Bestandteil der Unternehmenskommunikation geworden ist, widmet sich diese Hausarbeit der folgenden Fragestellung: Wie wirkt der Onlineauftritt eines Unternehmens, der Rösterei Schwarzwild, und gibt es Möglichkeiten, den Auftritt zu optimieren? Im ersten Schritt wird Online-Kommunikation anhand des Sender-Empfänger-Modells beschrieben und die Eigenschaften der Online-Kommunikation dargestellt. Es wird außerdem dargelegt, wie sich der Kommunikationsprozess durch die Möglichkeiten des Internets verändert hat. Da im Rahmen der Online-Kommunikation verschiedene Eigenschaften zum Kommunikationsprozess hinzugekommen sind, werden diese einzeln dargestellt. Danach werden die Grundlagen für Inhalte von Corporate Websites vorgestellt und es erfolgt eine kurze Vorstellung der Rösterei Schwarzwild sowie eine Analyse und Bewertung der Corporate Website des genannten Unternehmens. Im Weiteren wird der Social-Media-Auftritt der Rösterei Schwarzwild analysiert und bewertet. Es werden Möglichkeiten aufgezeigt, wie dieser optimiert werden könnte. Abschließend werden die Chancen dargelegt, die ein Gesamtmarketingkonzept bieten können. Ferner wird dargelegt, wie die Online- und Social Media-Auftritte lebendig gehalten werden. Online-Marketing ist ein fester Bestandteil der Marketing-Strategie von Unternehmen. So zeigt eine weitere Statistik, dass im Jahr 2021 insgesamt 5,12 Milliarden Euro im Bereich der digitalen Werbung umgesetzt wurden (Statista, 2023b). Alleine die Firma Zalando gab im Jahr 2022 einen Betrag in Höhe von 794,5 Millionen Euro für Marketing aus (Statista, 2023e). Trotz dieser enormen Ausgaben, hat Zalando im Jahr 2022 einen Gewinn von 16,8 Millionen Euro ausgewiesen (Statista, 2023d). Hieraus wird deutlich, dass es für Unternehm


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Product Details
  • ISBN-13: 9783346922359
  • Publisher: Bod Third Party Titles
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 95 gr
  • ISBN-10: 3346922359
  • Publisher Date: 06 Aug 2023
  • Height: 210 mm
  • No of Pages: 22
  • Spine Width: 1 mm
  • Width: 148 mm


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