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Lohas-Marketing: Strategie - Instrumente - Praxisbeispiele
Paperback
ISBN13: 9783834930422
Publisher: Springer Gabler
Published: Jan 5 2016
Pages: 191
Weight: 0.73
Height: 0.43 Width: 6.69 Depth: 9.61
Language: German
Das Buch diskutiert das Phänomen der LOHAS (Lifestyle of Health and Sustainability) und liefert konkrete Handlungsempfehlungen und Tools für eine erfolgreiche Segmentierung und Bearbeitung dieser Zielgruppe. Um das Erfolgspotenzial vollständig zu nutzen, sind Marketing & Kommunikation, Vertrieb, Produkt- und Kundenmanagement an den Bedürfnissen der LOHAS auszurichten. Dies fängt bei der strategischen Zielsetzung inklusive der Bestimmung des Marktpotentials an. Anschlie end gilt es, die potenziellen LOHAS-Kunden zu identifizieren und geeignete Produkte zu gestalten. Darauf aufbauend sind zielgerichtete Marktbearbeitungsinstrumente für Marketing, Vertrieb und Kundenmanagement zu entwerfen. Ziel des Buches ist es, ein vollständiges Anwendungskonzept mit praxiserprobten Instrumenten zu liefern.
Der Inhalt
- Die Zielgruppe LOHAS: Konsumverhalten und Werte-Set
- Marketing-Zielgruppendifferenzierung
- LOHAS-Studienübersicht
- Mediennutzung
- Zukunft der Zielgruppe LOHAS
- Strategische Bedeutung und Marktpotential
- LOHAS-Marktbearbeitung
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