Potential of Geo-Marketing-Tools for the development of advanced Online-Marketing business models
Master's Thesis from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, University of Applied Sciences Essen, language: English, abstract: “About 80% of all business-relevant information within a company has a relation to spatial data” (Wagner, 2006). Facing a rapid technological change and embedded in a highly competitive en-vironment, companies are pressured to react quickly and to adopt fast to changing market conditions. Thereby, the capability of the recruitment, retention and recovery of customers more and more plays an important role. Furthermore, knowledge regarding promising customers becomes a factor of success. Hence, methods of data-based customer management are used to handle these challenges. Furthermore, those methods were used accretive in view of online marketing activities. Thus, Online-Marketing increases sustainable its importance for a company as well. But, with regard to the introducing quote, it could be ascertained that today's Online-Marketing has no spatial justification, although about 80% of all business-relevant information is suggested to have a relation to spatial data. Hence, the assignment at hand will explain the reader aspects of customer value in view of the principles of Customer Relationship Management as well as of Online- and Geomarketing. Furthermore, it will merge these ideas for the development of a structured communication and business model at the intersection of Geo- and Online-Marketing. Based on this, an analysis of recent applications will be done as well recent gaps shall be examined. Finally, a recommendation regarding advanced Online-Marketing business models will be done by the development of an exemplary business model. Thus, the reader shall get to know the interrelations as well as some hints for further considerations will be given.
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advanced business models advanced Online-Marketing business analysis analyzed assignment Banner-Ads Beside company’s concept conflated ConnectedDrive connection context convergence creation customer attractiveness Customer Relationship Management customer value customer’s data privacy database economical electronic business elucidations environment Figure Financial Times Deutschland focus further considerations Furthermore Geo-Marketing tools Germany Google AdWords Graphic by author’s hand Hence hints regarding Integrated communication model interaction intersection of Geo IP-localization knowledge regarding localization loyalty marketing activities marketing framework marketing mix matrix mentioned mobile ness models online banner advertisement Online-Marketing business models passive communication Personal Computer pictured Process model promising customers provide the reader psychographic recent customers recent gaps relationship relationship-oriented relevant resource potential retention and recovery Schüssler Search request segmentation socio-demographic Source Sparkasse Bochum structure taken into consideration target group technological convergence terminological derivation Thereby tion Tomczak tomer Transmission Control Protocol usage user’s value chain Wirtz Zollondz