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Marketing Modelle im eCommerce für b2b Unternehmen im Small und Medium Business
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ISBN10: 3867464359
ISBN13: 9783867464352
Publisher: Examicus Verlag
Published: Dec 27 2012
Pages: 100
Weight: 0.31
Height: 0.24 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783867464352
Publisher: Examicus Verlag
Published: Dec 27 2012
Pages: 100
Weight: 0.31
Height: 0.24 Width: 5.83 Depth: 8.27
Language: German
Diplomarbeit aus dem Jahr 2000 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 0, Hochschule der Medien Stuttgart, Sprache: Deutsch, Abstract: Diese Diplomarbeit diskutiert, neben der allgemeinen Darstellung der aktuellen Marktsituation im eCommerce, verschiedene Erfolgsfaktoren wie Kundenbindung, Online Advertising, Convergence und Möglichkeiten für die Marktforschung. Am Beispiel des Start-up Unternehmens officeXL.de (2000), welches Büroartikel über das Internet an kleine und mittlere Unternehmen vertreibt, werden diverse eMarketing Models erläutert. Dabei lassen sich anhand verschiedener Beispiele unterschiedliche Strategien erkennen die aufgezeigt und von Experten bewertet werden. Nach der Festlegung von Vergleichskriterien werden die Models in ein Portfolio eingeordnet und die Umsetzung in ihren Stärken und Schwächen, Chancen und Risiken für officeXL.de dargestellt. Marketing Strategien die sich als besonders geeignet herausstellen, werden in einem einfachen konzeptionellen Szenario erläutert. Daneben sollen Implementierungsmöglichkeiten des Customer Relationship Management und Cross-Selling Strategien mit einbezogen werden. Im Fokus steht dabei virtuellen Retailern im Small&Medium Business Gestaltungslinien für die Weiterentwicklung der strategischen Marketingausrichtung aufzuzeigen.
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