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Verena Haase Internationale Kommunikationsstrategien im Business-to-Business-Bereich


Inhaltsangabe:Inhaltsverzeichnis:Inhaltsverzeichnis:1Einführung in die Problemstellung2Begriffliche Abgrenzungen2.1Der Business-to-Business-Bereich2.1.1Definitionen2.1.2Besonderheiten des Business-to-Business-Bereichs2.2Kommunikationsstrategien2.2.1Grundlagen2.2.2Instrumente2.3Das internationale Marketing2.3.1Besonderheiten2.3.2Interkulturelles Marketing3Entscheidungstatbestände internationaler Kommunikationsstrategien im Business-to-Business-Bereich3.1Überblick3.2Internationalisierbarkeit als Voraussetzung3.3Sinnhaftigkeit einer internationalen Kommunikationsstrategie im Business-to-Business-Bereich3.3.1Grundsätzlicher Einsatz von Kommunikationsinstrumenten3.3.1.1Persönlicher Verkauf3.3.1.2Werbung3.3.1.3Messen und Ausstellungen3.3.1.4Public Relations3.3.1.5Verkaufsförderung3.3.1.6Relevanz der Kombination von Kommunikationsinstrumenten3.3.2Kriterien für den internationalen Einsatz von Kommunikationsinstrumenten3.3.2.1Internationale Unternehmenstätigkeit3.3.2.2Zweckmäßigkeit der Kommunikationsmaßnahme3.3.2.3Erreichbarkeit der Zielgruppe3.3.2.4Verhalten der Konkurrenz3.3.2.5Rahmenbedingungen3.3.2.6Kosten-Nutzen-Verhältnis3.3.2.7Alternativen3.4Durchführung und Gestaltung einer internationalen Kommunikationsstrategie3.4.1Standardisierung und Differenzierung3.4.2Zielgruppenbezogene Faktoren3.4.2.1Erlangung von Aufmerksamkeit3.4.2.2Verständlichkeit der Botschaft3.4.2.3Akzeptanz und Glaubwürdigkeit3.4.3Unternehmensbezogene Faktoren3.4.4Produkt- und programmbezogene Faktoren3.4.5Umwe...

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