Konzepte zur Erfassung des Kundenwerts – Ein Überblick (German Edition)

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Jacoby, J. Creative or Boring? Kahle, L. Kaplan, L. Keller, E. Keller, K. Kelly, L. Keysers, C. Klinger, M. Kloss, I. Koole, S. Kotler, P. Kozinets, R. Kroeber-Riel, W. Krugman, H. Langner, T. Lazarus, R. Theory, Methods, Research, Oxford u. Leary, M. LeDoux, J. Lee, E. Mandler, G. Mano, H. Marsden, P. Basel: Beltz Verlag. Meffert, H. Meyer, W. Meyers-Levy, J. Michaelidou, N. Mitchell, A. Montgomery, D. Montoya, R. Norretranders, T.

Novak, T. Oatley, K. Palka, W.


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Petty, R. Pollay, R. Preacher, K. Rempel, J. Rethans, A. S Richins, M. Roby, A. Rogers, E. Rossiter, J. Schillewaert, N. Schmidt-Atzert, L. Schulz, S. Schweitzer, D. Siebert, T. Stevenson, J. Stroebe, W. Tait, R. Thoits, P. Trusov, M. Van de Bulte, C. Watts, D. Wise, K. Woltman Elpers, J. Das Interesse an Produkten variiert zwischen verschiedenen Produktkategorien. Das Produktinvolvement wird beeinflusst durch das finanzielle Kaufpreis , funktionale und soziale Risiko, das mit dem Produktkauf verbunden ist. Es ist eng mit dem Selbstkonzept des Konsumenten verbunden.

Krugman, ; Mitchell, , S. Das Fernsehen gilt allgemein als Low-Involvement- Medium vgl. Es sollte jedoch zwischen den einzelnen Werbeformen im Internet unterschieden werden. Kloss, , S. Stone, , Rothschild, , S. Kurz vor oder nach einem Kauf steigt das Involvement im Buying Cycle an vgl. Wenn ja, welche? Wie hoch ist der Anteil von viralen Formaten am gesamten Kommunikationsbudget? Hier sehen Sie eine Reihe von Charakteristika von viralem Marketing. Welche konkreten Kommunikationsziele kann man insbesondere mit viralem Marketing erreichen, welche nicht?

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Dient es eher als kurzfristiges Kampagneninstrument oder zum langfristigen und strategischen Markenaufbau. Wenn ja, auf welche Art und Weise? Ist Virales Marketing Ihrer Meinung nach effektiv? U7: Es ist Grundvoraussetzung, dass ich durch den emotionalen Kern eine Motivation zur Weiterleitung kreiere. A Man muss ein grundlegendes Motiv bei den Menschen ansprechen, damit sie es weitergeben.

U9: Die schnelle und kostenlose Weitergabe im Internet ist ein essentieller Baustein. U Wenn ich etwas virales mache, positioniere ich mich automatisch als trendy und ausgefallen. U Viral kann man viel spitzer einzelne Merkmale transportieren, die auf die Marke einzahlen. U Viral Marketing spricht Zielgruppen an, die ich sonst nicht erreichen kann. U2: Neukundengewinnung ist schwierig. A7: Konsumenten, die normalerweise nichts mit der Marke zu tun haben, werden angesprochen und involviert. A1: Ich kann Informationen interessant und unterhaltend verpacken, so dass sie relevant werden.

U5: Wenn ich es schaffe, etwas in der Community attraktiv zu machen, dann wird ein Teil das Produkt auch kaufen. U2: Wenn es um den konkreten Kauf bzw. A7: Wenn ich die User mit einbinde, z. A1: Meine Mitarbeiter kann ich auf besserem Wege erreichen und motivieren. A Ich kann mit Viral alleine, nicht Mitarbeiter motivieren, die vorher nicht motiviert waren. A6: Wenn es Erfolg hat, sind die Mitarbeiter stolz.

U Viral startet vor meiner eigentlichen Kampagne. A4: Viral hat so was geheimnisvolles, eine neue Information, die sonst noch keiner kennt. Das motiviert die Menschen doch es sich anzusehen und zu verbreiten. Hieran kann man viral dann ansetzen. A Man sollte es als Parallelmedium sehen, da man den zeitlichen Hype gar nicht planen kann.

A Nur weil Virals Einzelmeister sind, bekommen sie diese Beachtung. Dass man einerseits seinen Spot auf den Sender bringt und andererseits versucht den auch viral verteilt zu bekommen.


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Lass uns einfach doch ein bisschen was Positives zu unserer Marke assoziieren und wir machen Unterhaltung. U9: Der Viral ist provokant. Man wird bei einem viralen Video auf jeden Fall versuchen mutiger vorzugehen, ein bisschen auch Grenzen auszutesten. U Es wirkt hand made. A8: Ein Viral hat keinen Premiumanspruch. U4: Der Viral muss einfach genial mit einer tollen Story daherkommen, aber meistens hand made aussehen. So was mit der Hauskamera gedrehtes ist immer gut. A Man sollte die Marke nicht hintenanstellen. A8: Ich glaube, dass wir dann die Sache kaputt machen.

Man schaut, wie es sich verbreitet hat, rein quantitativ. Bei unserer nachgelagerten Landingpage haben wir auch geschaut, wie viele Besuche stattfanden.

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A7: Qualitativ startest du mit einer 0-Welle vor der Kampagne. Das steckt jedoch noch in den Kinderschuhen. U2: Es ist ein sehr junger Kanal, in dem man sich eher noch ein bisschen austoben kann. U5: Nein, machen wir nicht. In diesem Fall habe ich besonders hohes Involvement. Zielgruppenspezifische Ansprache U Durch die Nutzungssituation und die Vorfreude, die man hat, wenn man so ein Ding halt anklickt, ist man total involviert.

Eigentlich ist es eine Markenpartnerschaft zwischen dem Unternehmen und dem Individuum. A Wenn ich einer Person etwas gebe, die von mir schon ein Image hat, beeinflusst es auch das Image der Botschaft positiv. A3: Ich glaube, dass ein viraler Spot erst mal eine bessere Chance hat, offen und unbelastet angesehen zu werden. A8: Virale Videos entfalten durch die geringen Streuverluste eine bessere Wirkung. Internet Involvement Einstellung zu viralen Spots i. Einstellung zu Werbung i.

Einstellung zu viralen Spots i. Learning Objectives II. Body language takes it all? Old People and Culture of Care. Rudolf Peto, Bielefeld Germany , www. Marion Bruhn-Suhr University. Wer bin ich - und wenn ja wie viele? Thomas Henschel 1. Auflage The transition at the end of compulsory full-time education Marina Trebbels The transition at the end of compulsory full-time education Educational and future career aspirations of native and migrant students.

Systems Literacy Seminarhotel St. Magdalena, Linz Bildungshaus St. Magdalena Mary C. Edson Gary S. Metcalf Peter Tuddenham Gerhard Chroust eds. Peter Kenning Zeppelin University Vortrag auf dem 1. Arbeitstreffen Netzwerk Internetlexikografie, Leiden, Human learning and memory. Table of Content Table of Diagrams. I am confident that the knowledge I gained during my HHL studies will help me to continue performing well. During the first year, I will be involved in several projects in different countries.

I like my job because, within a short period, I am gaining rich international business experiences in several different business functions. I am grateful for the education I received at HHL. Within this community, students are given from the start the opportunity to develop their business sense and enhance their self-awareness in an international business setting. My experience with HHL made it possible for me to get my current job and will always give me the confidence to cope with the future challenges in my career.

At the end of May, three competing teams delivered a presentation on how to implement their ideas. On July 3rd the three students from K12 will take part in the second stage of this contest.

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HHL News Sommersemester 5 p a r t n e r s h i p Successful International Cooperations During the most recent academic year 71 HHL-students have spent a semester abroad and 70 students from 38 nonGerman business schools and universities have joined us in Leipzig for a term at HHL. Four of these HHL students were dual degree students and studied abroad for an entire year. The latest statistics about the Erasmus program compiled by DAAD rank HHL number two among all German universities in terms of the percentage of incom- ing Erasmus students to the total number of students.

In terms of the corresponding ratio for Erasmus students from a German university studying abroad, HHL is ranked as number three. During the last year we have negotiated new study abroad opportunities with selected universities. This is caused by its bizarre human individuals and, in addition, because of its political mentality, which is badly liberal for any American standard.

For decades both characteristics have shaped the picture of the city at the edge of the San Francisco Bay and created an extraordinary, almost homogenous community. Not forgotten is the fact that the local university — the University of California at Berkeley — has been the cradle of the s hippie and free-speech movements against the Vietnam War.

Today, UC Berkeley forms the dominant part of town with over 30, students. This is corporate identity made in the USA. Here, the awareness of capitalism as well as latest results of management research counts. Four Nobel prizes were awarded to economists from Berkeley. Campus voices whisper that the winners received a free parking license with unlimited validity for the entire university grounds. Based on my own experience, this is indeed more valuable than the Swedish appreciation alone. Last, but definitely not least, the internet boom and biotech hype can be attributed to both institutions.

The extravagant office palaces — built during the years of the stock market excitement — are still reflected in the surf of the Bay and the Pacific, despite any bearish market. Once more, their reflections seem to promise another upswing. The success stories of Yahoo, e-Bay, Oracle, and Amgen are still upheld among young entrepreneurs trying to find new businesses. Berkeley and its UC form one singular unit.

Probably just because of this exotic diversity, Berkeley is a mirror of the United States, which is made up by immigrants from all over the world. Due to very good study conditions, interesting travels and cultural influences I had an unforgettable semester abroad. As there are plenty of good reasons to visit this great country, I urge others not to overlook India in their future. This is seen with respect with only 8-years success in the MBA area.

The roots of MDI are in the management development programmes that have been taught for over 30 years. Most of the professors come from India. The lectures consist of two sessions per week each 1,5 hours , and the content is a mixture of theory, case studies, presentations and fruitful discussions.

It is very much based on an American style curriculum. In addition, the professors are concerned about the high standard of their lectures combined with a high degree of practical relevance. Also, there is the opportunity to step into a totally new culture and gain new experiences.

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These impressions were deeper than any previous knowledge I had about the culture. This is no surprise for a university in New Orleans, host of Mardi Gras — the 2nd biggest Carnival party in the world — and the only US city except for Las Vegas without a closing law. Of course, New Orleans is also famous for other cultural highlights like Jazz, Voodoo, French architecture, Cajun food, and its unique, Southern laid-back atmosphere. The A. Freeman Business School is especially renowned for its Finance curriculum, resulting from excellent faculty like Tom Noe, the small and intimate size, and practical programs.

How international the city is, you will also realize at EADA where it can easily happen that there are not two students with the same nationality when you do a group work, e. Depending on the semester, lectures are either held in Spanish or in English. In the first coffee breaks we directly experienced the warm-hearted Spanish mentality and started making friends. An obligatory internship? I wanted to go abroad and I received an offer to work in the regional marketing team with Symantec in Sydney. The group of people I worked with was really fun. I got involved in projects of the regional consumer products manager e.

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Furthermore, I was involved in an interesting project on challenges in the Internet security business in India and China. The work environment was relaxed and you could feel a very strong commitment to the company. After a couple of weeks my boss asked me if I could not stay longer than the at HHL obligatory two months. The department of student affaires was such a great and supportive help. Without any bureaucracy I was able to prolong my initial stay of two months to almost six months. Of course, I had to take a semester off, but it was worth it.

Symantec gave me a new contract over three months including one week of vacation. Now, I also had some time for travelling. Sydney is for me a city of dreams. The town is very much stretched out and offers many sights in and around Sydney. The most famous sights in the city are the Opera House, Harbour Bridge, and Bondi Beach, a wellknown place for surfers.

Andreas Brunner, K14 Life in kangaroo land — To be honest, one reason for going to Australia was also to discover the red continent. I traveled not only to the most famous Exchange students at HHL report Cracow, Poland University of Economics Our exchange semester was truly incredible and unforgettable experience. Yet, before we entered Germany, we were very happy that we had chosen HHL. While other CUE outgoing students strived to get any information about their exchange university and needed living arrangements, we already had everything ready thanks to the great job of Department of International Relation at HHL.

They not only provided us with appropriate information, but also helped to find our accommodation here in Leipzig. But, that was only foretaste of what HHL and living in Germany have turned out to be. Starting with the school itself, we have to say it exceeded all our earlier expectations. What we especially enjoyed here at HHL, was its perfect organisation, students orientation, quality of lectures and relationship with real business. HHL, because of its size, has a really unique and friendly atmosphere.

Everybody, German students, school staff and professors, were all very friendly and willing to help. We met here many interesting people and gained a lot of international friends. HHL provides its students with very interesting and future oriented study program. It has very wide range of courses, so that everybody can find something interesting.

In most cases students receive very good theoretical basics, which they then implement to practical situation in team environment. During this exchange semester we learned a lot about Germany and German culture, what we find especially important as Germans are our closest neighbours and future EU partners. It meant another year spent as a student and a lot of getting used to. I am glad I decided to come to HHL. It is quite an experience to be able to do the teamwork I was so used to, with students from all over the world and experience first hand cultural differences that are so enlightening.

It is also very nice to see that the idea that European people are not as warm as Latin Americans is very far from the truth. More importantly, members of the administrative staff showed that, despite their busy schedule, they still had time to help students in need. Exactly like it would have happened at home.

Now, after three and six months here respectively, we can only agree. Coming here with high expectations, we can now go home with those fulfilled. Already from the first day we felt welcomed and good taken cared of and it 10 HHL News Sommersemester has also continued to be like that. The two first weeks of introduction, welcome party and outdoor weekend gave us the opportunities to get to know personnel and students at the school.

The size of the school and the ratio of exchange students make it hard not being integrated among the German students. It really feels like we are a big family. The fact that most of the courses are in English, implies that everyone has good opportunities to find interesting courses, even if they do not have knowledge of the German language.

If you ever run into a problem there are friendly professors and assistants that gladly help you. If you have time left after school, you will find a lot of things to do in Leipzig and together with the student organisation FAUST you can also get to know other cities in Germany. We have so far visited Munich and Dresden, and are know looking forward to the coming trips to Berlin and Prague.

HHL corresponded to this request but also offered courses in English which was a real advantage as my German knowledge was not very good. Another decisive factor was the location of HHL. I found it interesting to live in what is now known as the former East Germany. More than simply choosing a university, I choose an environment where I could spend four month in my live. HHL offered me the best trade-off between all my expectations. Arriving here I was first positively surprised by Leipzig itself, its green parks and the nice city-center. Moreover besides filling my expectations, HHL proved to offer its students one of the best educational level.

It also offers a whole range of services like free internet connection and access to the university 24 hours a day, seven days a week. Spending a semester abroad gives you the opportunity to learn to know a lot of different cultures, not only the one of the country you go to but also the culture of the other exchange students that you meet there. I wish everyone to live the same experience. Auf neue Situationen stellen Sie sich problemlos ein. Wir freuen uns auf Ihre Bewerbung. On the one hand, they wanted to offer an even greater variety of trips to the near cultural highlights.

Besides the classics, Dresden and Prague, there were trips to Munich and to Berlin as well. On the other hand, international students of the MBA-programme should be motivated to participate. In the recent past, events have been dominated by foreign diploma-students, but this time more and more MBA-students joined in. Traditionally, FAUST went to Dresden by train and had a nice day between the modern shopping centre and the well-known historic centre. The mundane southern German city has been explored by interesting walks.

No need to mention that walking makes thirsty. An extraordinary event took place on May 19th. Besides a lot of action, the group explored the fantastic nature along the river and enjoyed the good weather of German spring. Afterwards, a barbecue provided the opportunity to get together and get to know each other even better. Mai ein Workshop zum Thema Spieltheorie statt. Diese Arbeit wurde vom Lehrstuhlassistenten Dipl. Admission into the workshop was competitive. The workshop was premised on the obser- vation that entrepreneurship thrives on change and entrepreneurs profit by fostering and commercializing innovations and by seeking and pursuing competitive advantages.

BCG provided some interesting case-insights into entrepreneurship from the point of view of global management consultants. Participants also enjoyed a social gathering, with food, drinks, fun and relaxation and had an opportunity to talk and meet with HHL Diploma and MBA students as well as with several other members of the MBA team. The workshop offered a wonderful opportunity to get a first hand impression of HHL as well as to network with potential colleagues interested in entrepreneurship.

Nach einem Grill-Event am Abend des 9. Before the presentations started, we had a little snack at the HHL patio. Due to the small number of participants, one had the opportunity to talk intensively to the Deutsche Bahn members and of course to the different students from various disciplines at Technical University Berlin.

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This made the workshop an interesting experience and provided the training of interdisciplinary teamwork. This most relaxing part of the day offered the chance to get interesting insights into the company and to imagine about internships and jobs. The difference to a normal company presentation was that you had the shops would become a steady event at HHL, in addition to the normal company presentations.

The group consisted of 14 students. The company itself sent six representatives, two of them alumni from HHL. After an introduction to the corporation and a short reflection of the actual change process at Deutsche Bahn, the case study was introduced and three teams were formed. Each consisted of both engineering and business students. How many rescue vehicles of which type would you choose and where would you locate these vehicles along the track? The next two hours of group work we were to find a customer oriented and technically feasible solution.

The work in this group differed from normal case studies at HHL. Engineers have very different viewpoints on problems and unique arguments. Manfred Kirchgeorg, B. Coldewey Netzwerkstrategien zur Profilierung von Gesundheitsdienstleistungen in: Jahrbuch Dienstleistungsmanagement — Dienstleistungsnetzwerke, Hrsg.

Bruhn, M. Geburtstag von D. Liesegang, Hrsg. Leisten, R. Myra Spiliopoulou, Dipl. Anja Schulz und Dipl. Allein im Januar wurden etwa Derzeit liegt die Fehlerquote der automatischen Textstrukturierung bei etwa drei Prozent. Bernhard Schwetzler, Dipl. Carsten Reimund Conglomerate discount and cash distortion: New evidence from Germany , 31 Seiten fallstudien Prof.

Ziel der Studie war es, die zielgruppenspezifische Wahrnehmung von Unternehmensmarken, sogenannten Corporate Brands, zu untersuchen. Pierfrancesco La Mura, Ph. Bei Messen zeigt sich bis eine Konsolidierungsphase. Damit ergibt sich ein negativer Nettoeffekt. Die Studienergebnisse werden in einem Forschungsbericht dokumentiert. The HHL MBA Program imparts an education that is firmly built on a solid foundation of both the case method and analysis, outstanding well known international faculty and the best students bringing their skills, experiences, knowledge and diversity to the MBA community making it an enriching experience.