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Optimierung der Kundensituation durch Empfehlungsmarketing
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ISBN10: 3668597510
ISBN13: 9783668597518
Publisher: Grin Verlag
Published: Jan 16 2018
Pages: 24
Weight: 0.10
Height: 0.06 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783668597518
Publisher: Grin Verlag
Published: Jan 16 2018
Pages: 24
Weight: 0.10
Height: 0.06 Width: 5.83 Depth: 8.27
Language: German
Studienarbeit aus dem Jahr 2015 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, FOM Essen, Hochschule für Oekonomie & Management gemeinnützige GmbH, Hochschulleitung Essen früher Fachhochschule, Sprache: Deutsch, Abstract: Diese Arbeit beschäftigt sich mit der Fragestellung, inwieweit Social Media ein geeignetes Empfehlungsmarketinginstrument darstellt, um die Kundensituation und somit den Unternehmenserfolg zu optimieren. Das zweite Kapital stellt zunächst die Entwicklung vom klassischen zum digitalen Empfehlungsmarketing dar. Im weiteren Verlauf werden Empfehlungen als Marketinginstrument analysiert und dabei schwerpunktmä ig auf die Bedeutung der Kundenzufriedenheit, das Konzept der Meinungsführerschaft und Auswirkungen von Manipulationen betrachten. Diese Grundlagen dienen dem vierten Kapital als Basis für die Praxisanalyse, welche am Beispiel einer bekannten Blogger-Plattform die Anforderungen an Social Media-Kanäle als Instrument des digitalen Empfehlungsmarketings erörtert. Dabei sollen die Möglichkeiten und Grenzen der Zusammenarbeit von Unternehmen und Blogger-Netzwerken veranschaulicht werden. Eine Einschätzung der künftigen Entwicklung von Social Media als Instrument der digitalen Empfehlungsplattform unter Berücksichtigung von Gefahrenpotentialen bildet den Abschluss dieser Arbeit.
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