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Home > Computing and Information Technology > Graphical and digital media applications > Events und E-Commerce: Kundenbindung und Markenführung im Internet(X.media.interaktiv)
Events und E-Commerce: Kundenbindung und Markenführung im Internet(X.media.interaktiv)

Events und E-Commerce: Kundenbindung und Markenführung im Internet(X.media.interaktiv)


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About the Book

Der digitale Marktplatz Internet bietet neue Möglichkeiten der Kundenbindung und Markenführung. Die Wechselwirkung der Webpräsenz mit realen Erlebnissen in der Markenwelt hat sich als besonders aufmerksamkeitsstark erwiesen. Das Buch stellt Konzept, Ästhetik und Technik innovativer Kampagnen in zahlreichen Fallstudien dar. Praktiker und Konzeptioner finden hier erstmalig reiches Anschauungsmaterial, "best practice"- Beispiele und spannende Ausblicke auf die Trends im Wachstumsmarkt Corporate Communication.

Table of Contents:
Medienkulturelle Kontexte für Kundenbindung und Markenführung im Internet.- 1 Digitale Wirtschaft und Eventkultur.- 2 Online-Werbung, Sponsoring und Events.- 3 Eine Ökonomie der Aufmerksamkeit.- 4 Events als Soziodesign.- 5 Meme und Designer Viren.- 6 Die Kartierung der Info-Sphäre.- 7 Neue Aktionsfelder.- 8 Information vs. Kommunikation.- A: Fallstudien.- 1 Automobilbranche.- Inszenierte Mobilität.- Der Mercedes-Spot in Frankfurt — Branding in 3 Dimensionen.- „Le Rendez-Vous Toyota“ — Multimediale Kommunikation als neuer Weg der Produktpräsentation.- Der Online-Auftritt der Ford-Werke anlässlich der IAA Frankfurt 1999.- 2 Sport.- Helden wie wir.- Die ATP-Tennis Tour: Globale Sportvermarktung im Internet.- 3850 Kilometer Online — Die Tour de France im Netz.- 3 Fernsehen.- Spiel ohne Grenzen.- Harald Schmidt — Die Kultshow im Internet.- ZDF: Das virtuelle Webface „Cornelia“.- Inszenierte Medienwelten: „Der Traum vom Sehen — Das Zeitalter der Televisionen“.- 4 Kultur.- Kultur im Netz und Netzkultur.- Ars Electronica — Experimentarium der Zukunft.- Wer die Zukunft furchtet, hat keine — Die MultiMediaMeile Düsseldorf.- 5 Einzelhandel.- Handel und Wandel.- Das Maggi Kochstudio: Neue Dimensionen der Kundenbindung für eine klassische Marke.- Die Gestaltung des Online-Auftritts für die Deutsche Bank.- E-Commerce als Bestandteil strategischer Unternehmensplanung.- 6 Auktionen und Börsen.- Zum ersten, zum zweiten... und zum millionsten Zuschlag.- Die Fußball WM-Börse: Konzeption und Durchführung des weltweit größten Börsenexperiments.- Auctainment statt nur Auktionen.- Die dynamische Entwicklung einer Internet-Auktionsplattform.- Die Intershop-Auktion zur CeBIT’ 99.- 7 Spezialformate.- Formatentwicklung als Gestaltungsaufgabe.-„politik-digital“: Auf dem Weg zur elektronischen Demokratie?.- Versicherungen Online und die Idee der Surfer-Fangnetze.- „Berlin Connection“ — Ein interaktiver Dokumentar-Thriller oder: Wie vermarkte ich ein Computerspiel?.- LAB.01 — Das Projekt von DaimlerChrysler zur EXPO 2000.- B: Statements.- Das Internet als Instrument integrierter Kommunikation.- Die Götter haben Automata — Über die Servicedimensionen der neuen Medien.- Profiliert: Die innovative Ausrichtung einer Agentur.- Interactive Environments.- Die Marke im interaktiven Dialog: Wie Dialogmarketing den Erfolg von E-Commerce beeinflusst.- Die Bedeutung des Internets für die Eventbranche: Erste Ergebnisse einer Umfrage.- Content Is King.- Autorenangaben.- Literatur.


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Product Details
  • ISBN-13: 9783540661948
  • Publisher: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
  • Publisher Imprint: Springer-Verlag Berlin and Heidelberg GmbH & Co. K
  • Height: 235 mm
  • No of Pages: 418
  • Returnable: N
  • Sub Title: Kundenbindung und Markenführung im Internet
  • ISBN-10: 3540661948
  • Publisher Date: 26 Jul 2000
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Series Title: X.media.interaktiv
  • Width: 155 mm


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