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Wahrnehmung im multisensorischen Marketing mit den Möglichkeiten und Grenzen vor dem Hintergrund von Online-Marketing
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ISBN10: 3346804607
ISBN13: 9783346804600
Publisher: Grin Verlag
Published: Jan 21 2023
Pages: 38
Weight: 0.14
Height: 0.09 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783346804600
Publisher: Grin Verlag
Published: Jan 21 2023
Pages: 38
Weight: 0.14
Height: 0.09 Width: 5.83 Depth: 8.27
Language: German
Studienarbeit aus dem Jahr 2023 im Fachbereich Psychologie - Sonstiges, Note: 1,3, SRH Fernhochschule, Sprache: Deutsch, Abstract: Ziel dieser Arbeit ist es die verschiedenen Formen der Sinneswahrnehmung und deren Bedeutung für wirkungsvolle Marketingma nahmen zu erläutern. Im Rahmen des multisensorischen Marketings wird erklärt, wie erlebte Stimmungen im Sinne der Marke nachhaltig wirken können. Ein beispielhaftes multisensorisches Marken-Konzept soll aufzeigen, wie eine Marke als nicht beliebig austauschbar gestaltet werden kann. Au erdem werden in Anbetracht des digitalen Zeitalters die multisensorischen Möglichkeiten und Grenzen vor dem Hintergrund von Online-Marketing diskutiert. Zum Einstieg werden in Kapitel zwei die theoretischen Grundlagen der Wahrnehmung definiert. Anhand eines Prozessmodells wird dann prägnant beschrieben, in welchen Schritten Wahrnehmung verläuft. Anschlie end werden die fünf Sinne des Menschen besprochen und zusammengefasst. Im dritten Kapitel soll der Einsatz von Wahrnehmung für das Marketing betrachtet und das multisensorische Marketing genauer behandelt werden. In einem Anwendungsbeispiel für ein multisensorisches Marken-Konzept wird die erarbeitete Theorie praktisch umgesetzt. Die Ergebnisse dieser Arbeit werden in Kapitel vier vor dem Hintergrund von Online-Marketing kritisch diskutiert. Zum Abschluss dieser Arbeit wird in Kapitel fünf ein Fazit zur Zielerreichung und ein Ausblick für weitere Forschungsmöglichkeiten gegeben.
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