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Product Details

Brand
Springer Nature
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N/A
Part Number
0
GTIN
9783824404797
Condition
New
Product Description

Eventmarketing etabliert sich zunehmend als Kommunikationsinstrument. Der Umgang mit diesem Instrument ist jedoch in der Unternehmenspraxis von Unsicherheit bestimmt. Frank Sistenich stellt das Eventmarketing als Instrument zur Metakommunikation vor. Dabei wird der Event als Interaktionsprozess zwischen Teilnehmern und Unternehmen verstanden, der die Voraussetzung fr eine aktive Gestaltung der Kundenbeziehung schafft. Zum einen lassen sich Positionierungsstrategien und Gestaltungsmglichkeiten von Marketinginstrumenten ableiten, die eine Fortschreibung der Markenaktualitt in die Alltagswelt der Konsumenten ermglichen und somit die Kundenbindung erhhen. Zum anderen kann das Unternehmen mit Hilfe des Marketing-Events eine Anbindung an seine gesamte, meist monologisch strukturierte Kommunikationspolitik erreichen.

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