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Krankenkassenmarketing in Online-Communities

Krankenkassenmarketing in Online-Communities

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783834984777
Condition
New
Product Description

Seit der Einfhrung des Gesundheitsfonds im Januar 2009 hat sich der Wettbewerb zwischen den gesetzlichen Krankenkassen (GKV) intensiviert. Als Medium fr innovative Marketingoptionen spielen Online-Communities eine wichtige Rolle, da sie insbesondere bei der jngeren Bevlkerung einen hohen Bekanntheits- und Nutzungsgrad erreicht haben. Die Autorinnen der Studie untersuchen die Potenziale von Marketingmanahmen gesetzlicher Krankenkassen im Rahmen von Online-Communities mit Fokus auf studiVZ, dem deutschen Marktfhrer unter den virtuellen sozialen Netzwerken. Die vorliegende Arbeit wurde mit dem Unikosmos-Marketing-Award 2009 ausgezeichnet.

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