NDLI: Soziale Netzwerke im Internet — Marketingkommunikation für morgen

Content Provider	Semantic Scholar
Author	Eisend, Martin Küster-Rohde, Franziska
Copyright Year	2008
Abstract	ZusammenfassungDie Rahmenbedingungen für Marketingkommunikation haben sich verändert: Marketingstrategen haben heute mit sinkenden Kontaktwahrscheinlichkeiten, einer Informationsüberflutung der Konsumenten und mangelnder Glaubwürdigkeit zu kämpfen. Besonders problematisch ist der bestehende Zielkonflikt zwischen Aufmerksamkeitsgenerierung und der Bildung stabiler, positiver Einstellungen. Der Austausch der Konsumenten via Internet ist hier eine wichtige Option, allerdings eine mit Risiken. Ein Ausblick auf neue Kommunikationsformen und ihre Zukunftsfähigkeit.
Starting Page	12
Ending Page	15
Page Count	4
File Format	PDF HTM / HTML
DOI	10.1007/s11621-008-0080-4
Volume Number	25
Alternate Webpage(s)	https://page-one.springer.com/pdf/preview/10.1007/s11621-008-0080-4
Alternate Webpage(s)	https://doi.org/10.1007/s11621-008-0080-4
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article

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