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Der Onlinemarketingmix - Maßnahmen zur Umsetzung von Internetstrategien

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  • Riemer, Kai
  • Totz, Carsten

Abstract

Der vorliegende Arbeitsbericht beschäftigt sich mit der Planung von (operativen) Maßnahmen im Business-to-Consumer (B2C) E-Commerce, d. h. mit der Umsetzung von Onlinestrategien anhand des Onlinemarketingmix, der aus den fünf Gestaltungsbereichen Produkt, Preis, Platzierung, Promotion und Kommunikation, sowie Prozess besteht. Im Mittelpunkt des Arbeitsberichts stehen der Planungsprozess und die einzelnen Maßnahmen zur Umsetzung, die entsprechend der Unterteilung des Marketingmix strukturiert beschrieben und mit Beispielen unterlegt werden. Dabei werden die vorgestellten E-Commerce-Maßnahmen ausgehend von Methoden und Grundlagen der klassischen BWL motiviert und bewertet. Das in diesem Arbeitsbericht niedergelegte Wissen zur Umsetzung von Onlineanwendungen bildet zugleich die Grundlage für die Bewertung, Evaluation und Verbesserung bestehender Onlineanwendungen. Dabei können die Rubriken des Onlinemarketingmix und die in den fünf Mix-Bereichen vorgestellten Gestaltungsgrundsätze und Maßnahmen zur Ableitung von Evaluationsleitlinien dienen und so Grundlage von Web-Evaluationsprojekten sein.

Suggested Citation

  • Riemer, Kai & Totz, Carsten, 2005. "Der Onlinemarketingmix - Maßnahmen zur Umsetzung von Internetstrategien," Working Papers 19, University of Münster, Competence Center Internet Economy and Hybrid Systems, European Research Center for Information Systems (ERCIS).
    • Handle: RePEc:zbw:cciehs:19
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    References listed on IDEAS

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    1. Riemer, Kai & Gutweniger, Andreas, 2005. "Potenzialanalyse - Methoden zur Formulierung von E-Business-Strategien," Working Papers 18, University of Münster, Competence Center Internet Economy and Hybrid Systems, European Research Center for Information Systems (ERCIS).
    2. Magrath, A. J., 1986. "When marketing services, 4 Ps are not enough," Business Horizons, Elsevier, vol. 29(3), pages 44-50.
    3. Blomqvist, Kirsimarja, 1997. "The many faces of trust," Scandinavian Journal of Management, Elsevier, vol. 13(3), pages 271-286, September.
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    1. Riemer, Kai & Gutweniger, Andreas, 2005. "Potenzialanalyse - Methoden zur Formulierung von E-Business-Strategien," Working Papers 18, University of Münster, Competence Center Internet Economy and Hybrid Systems, European Research Center for Information Systems (ERCIS).

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