Datum
2009Schlagwort
330 Wirtschaft MultimediaDirektmarketingNeue TechnologieMass CustomizationKundenmanagementMetadata
Zur Langanzeige
Teil eines Buches
Second edition
Multimedia for direct marketing
Zusammenfassung
In this article, we outline:
• how companies improve their business by multimedia and networks, and
• the challenges for direct marketing brought about by multimedia.
The remainder of the article is structured as follows: in the first section, we provide a definition of direct marketing, illustrate the opportunities opening up for marketers by the new technologies, and present a scheme of tasks in direct marketing. Additionally, we describe the features of direct marketing using multimedia in the four domains of product, price, place, and promotion. In the subsequent section we address the possibilities for contemporary relationship marketing in the framework of content, commerce, and community. Thereafter, we discuss innovative direct marketing activities using the examples of advertising in personalized digital TV environments and mobile telephony. The article concludes with a comparison of different direct marketing media and a synopsis of success factors.
• how companies improve their business by multimedia and networks, and
• the challenges for direct marketing brought about by multimedia.
The remainder of the article is structured as follows: in the first section, we provide a definition of direct marketing, illustrate the opportunities opening up for marketers by the new technologies, and present a scheme of tasks in direct marketing. Additionally, we describe the features of direct marketing using multimedia in the four domains of product, price, place, and promotion. In the subsequent section we address the possibilities for contemporary relationship marketing in the framework of content, commerce, and community. Thereafter, we discuss innovative direct marketing activities using the examples of advertising in personalized digital TV environments and mobile telephony. The article concludes with a comparison of different direct marketing media and a synopsis of success factors.
Zitierform
In: Pagani, Margherita (Hrsg.): Encyclopedia of multimedia technology and networking, Volume II, Ex-N. Information Science Reference: Hershey, PA 2009, S. 978-985; doi:10.4018/978-1-60566-014-1, isbn:978-1-60566-014-1, eisbn:978-1-60566-015-8Auflage
Zitieren
@inbook{doi:10.17170/kobra-202108124546,
author={Wagner, Ralf and Meißner, Martin},
title={Multimedia for direct marketing},
pages={978-985},
publisher={Information Science Reference},
year={2009}
}
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2021-08-16T14:08:52Z 2021-08-16T14:08:52Z 2009 doi:10.17170/kobra-202108124546 http://hdl.handle.net/123456789/13109 eng Information Science Reference Urheberrechtlich geschützt https://rightsstatements.org/page/InC/1.0/ 330 Multimedia for direct marketing Teil eines Buches In this article, we outline: • how companies improve their business by multimedia and networks, and • the challenges for direct marketing brought about by multimedia. The remainder of the article is structured as follows: in the first section, we provide a definition of direct marketing, illustrate the opportunities opening up for marketers by the new technologies, and present a scheme of tasks in direct marketing. Additionally, we describe the features of direct marketing using multimedia in the four domains of product, price, place, and promotion. In the subsequent section we address the possibilities for contemporary relationship marketing in the framework of content, commerce, and community. Thereafter, we discuss innovative direct marketing activities using the examples of advertising in personalized digital TV environments and mobile telephony. The article concludes with a comparison of different direct marketing media and a synopsis of success factors. open access Wagner, Ralf Meißner, Martin Hershey, PA doi:10.4018/978-1-60566-014-1.ch133 Multimedia Direktmarketing Neue Technologie Mass Customization Kundenmanagement publishedVersion Encyclopedia of multimedia technology and networking, Volume II, Ex-N Pagani, Margherita doi:10.4018/978-1-60566-014-1 isbn:978-1-60566-014-1 eisbn:978-1-60566-015-8 978-985 Second edition false
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:Urheberrechtlich geschützt