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Lowbudgetmarketing: Kampagnen für KMU und Nonprofit-Organisationen
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ISBN10: 3838681479
ISBN13: 9783838681474
Publisher: Diplom.de
Published: Jul 23 2004
Pages: 132
Weight: 0.40
Height: 0.31 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783838681474
Publisher: Diplom.de
Published: Jul 23 2004
Pages: 132
Weight: 0.40
Height: 0.31 Width: 5.83 Depth: 8.27
Language: German
Inhaltsangabe: Einleitung: „...der Grund, warum wir heute so viel über die Marke reden, ist der, dass wir in einer immer komplexeren Welt vereinfachte Anker suchen. Unter dem Gesichtspunkt des vorstehenden Zitats sollte jedes kleine und mittelständische Unternehmen (KMU), aber auch jede Nonprofit Organisation (NPO) seine Einstellung zum Marketing und die sich daraus resultierenden Möglichkeiten überdenken, denn es sind nicht immer die kapitalintensiven Kampagnen der Grossunternehmen oder Profit Organisationen, die Erfolg versprechen. Oftmals können auch kleine Ma nahmen Gro es bewirken. Diese Arbeit will Marktstrategien und Marketingma nahmen untersuchen, die speziell von kleinen und mittleren Unternehmen und Nonprofit Organisationen effektiv und effizient angewandt werden kann. Der Nutzen von „Lowbudgetmarketing. Kampagnen für KMU und Nonprofit Organisationen wird in einer anwendbaren Kommunikationslösung bestehen, die Marketingnischen und -trends aufzeigt, vorhandene Kommunikationsmittel betrachtet und somit zu einem sinnvolleren Einsatz der Marketingressourcen führt. Lowbudgetmarketing kann jedem KMU und NPO ein7 Werkzeug sein, seine individuelle Werbekampagne zu finden und somit den Erfolg auf dem Markt generieren. Zu Beginn werden die KMU sowie NPO hinsichtlich ihrer Organisation, ihrer Zielgruppen sowie der generellen Wettbewerbslage untersucht und einer Umfeldanalyse unterzogen. Darauf aufbauend werden Ziele, Strategien und Alleinstellungsmerkmale herausgearbeitet und formuliert. Nach einem Exkurs in die Werbewirkungen werden die vier Marketingmixfaktoren Produkt-/Leistungs-, Distributions-, Preis-, und Kommunikationspolitik auf ihre Möglichkeiten untersucht. Dabei wird insbesondere die konventionelle Kommunikationspolitik ein Schwerpunkt sein, bevor die relevanten Faktoren für Lowbudgetmarketing untersucht werden. Abschlie end wird die Vorgehensweise bei einer Kampagnenumsetzung untersucht sowie Ma nahmen herausgearbeitet. Enden wird die Arbeit mit e
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