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Now showing items 21-30 of 38
Teil eines Buches
Assoziationsanalyse
(Verlag C.H. Beck; Verlag Franz Vahlen, 2001)
Assoziationsanalysespezielle Form des ➔ Data-Mining, die auf so genannten Assoziationsregeln beruht. Diese beschreiben Beziehungen zwischen zwei gemeinsam auftretenden Tatbestanden, beispielsweise den Kauf zweier Artikel in einem Warenkorb, und eignen sich daher u.a. zur Identifikation von Verbundbeziehungen in Einzelhandelssortimenten (➔ Verbundkauf).
Teil eines Buches
Competitive Intelligence
(Verlag für Polizeiwissenschaft, 2009)
Ausgehend vom Beispiel der deutschen Automobilhersteller verdeutlicht dieser Beitrag die Notwendigkeit systematischer Konkurrenzanalysen. Es werden Aufgaben und grundlegende Vorgehensweisen beschrieben sowie Abgrenzungen zur »Business Intelligence« und zur »Industriespionage« dargestellt. Die relevanten Bereiche der Informationsumwelt der Unternehmen werden systematisiert und der Aufbau eines Competitive Intelligence Cycle zur Steuerung der Aktivitäten eingeführt. Darüber hinaus sind die Modi der Informationsbeschaffung ...
Konferenzveröffentlichung
Green Luxury: New Divide in Positioning Strategies Needed?
(National University of Political Studies and Public Administration (SNSPA), Faculty of ManagementTritonic, 2017)
A basic and commonly shared implicit definition of luxury is “something superfluous.” Consuming such products and services contradicts the modern paradigm of sustainable consumption. However, luxury vendors are frequently introducing new technologies and better working conditions on a large scale, including natural colors and fair treatment of labor in the fashion industry, as well as fully electric-fueled cars, which Tesla has been producing. Previous research suggests that luxury and sustainability are incompatible. ...
Aufsatz
How digitalization changes the internationalization of entrepreneurial firms: theoretical considerations and empirical evidence
(2018)
The internationalization of firms has mainly been analyzed and explained by considering observations in a pre-digital business environment. Thus, the applicability of the internationalization theories to digital ways of conducting business needs to be challenged. Recent research on the internationalization of digital firms attempts to adapt existing international business literature to the digital market. However, these studies consider internet-based companies predominantly as a homogeneous group. It is a popular ...
Teil eines Buches
Multimedia for direct marketing
(Information Science Reference, 2009)
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 ...
Teil eines Buches
Konkurrenzforschung (Competitive Intelligence)
(Verlag C.H. Beck; Verlag Franz Vahlen, 2001)
Konkurrenzforschung (Competitive Intelligence) umfasst als Teilbereich der ➔ Marktforschung die systematische Erhebung und methodengestützte Auswertung von Daten über Aktionen und Reaktionen konkurrierender Anbieter sowie über deren Auswirkungen auf den Markterfolg eigener Produkte. Grundlegend ist das Phasenkonzept der Marktforschung auf die Konkurrenzforschung anwendbar, wobei sich allerdings hinsichtlich der Problemdefinition eine Besonderheit dergestalt ergibt, dass neben Untersuchungen bei besonderen unternehmerischen ...
Teil eines Buches
Marketinginformationssystem (MAIS)
(Verlag C.H. Beck; Verlag Franz Vahlen, 2001)
Als spezielle Form von Informationssystemen zielen MAIS auf die Befriedigung des betrieblichen Informationsbedarfes in Prozessen der ➔ Marketingplanung und der Marketingkontrolle. Dabei stehen Funktionen der Informationsauswahl, -erschließung und -darstellung im Vordergrund.
Teil eines Buches
Autonomous environmental scanning in the World Wide Web
(Idea Group Publishing, 2006)
Environmental scanning (ES) improves managerial decisions by linking the business environment with the organization 's internal capabilities. This chapter provides an overview of current developments in ES, underscoring the link between the managerial decision-making process and the different modes of scanning both internal and external information sources, particularly the World Wide Web (WWW). The psychological foundations of human ES activities are scrutinized, and cutting-edge technologies that support monitoring ...
Teil eines Buches
Mobile Direct Marketing
(IGI Global, 2009)
The role of mobile terminals such as mobile telephones, or PDAs, is shifting from gadgetry to serious platforms for direct marketing actions. The ubiquitous use of these devices offers companies a perfect medium through which to promote their products and services in a personalized and interactive way. Since mobile phone users are rarely without their mobile phones, mobile electronic devices provide marketers with almost permanent contact opportunities to introduce their products directly to potential clients. Although ...
Aufsatz
Cross-Cultural Variations in Consumer Behavior: A Literature Review of International Studies
(2018)
This study presents a review of 85 peer-reviewed publications of cross-cultural variations in consumer behavior. The objectives of this study are to systemize conceptual and methodological approaches to research of cross-cultural variations in consumer behavior; to present an extended understanding of consumer behavior in related industries; to identify conceptual and methodological gaps and empirical issues in these studies; and by fulfilling the objective of this paper to develop an agenda guiding further research ...