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Synopsis
Academic Paper from the year 2013 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0 (dt.), 17,75/20 (fr.), University of Upper Alsace, course: Méthodologie de la recherche appliquée au consommateur, language: English, abstract: E-mail advertising has become increasingly important as marketing tool for companies as it reaches a large number of customers at relatively low costs. However, there also exist certain drawbacks of this marketing tool, notably the perceived intrusiveness by the customers linked to the e-mail advertising behavior of firms. A high degree of perceived intrusiveness risks causing negative customer responses that, in the long term, may have a negative impact on brand trust. As there is barely any research on the topic of intrusive brands, this qualitative study examines the concept of intrusiveness in case of e-mail advertising for the German market more in detail. The findings explain what kind of behavior customers perceive as intrusive; hence it helps firms to understand the problem and to adapt their e-mail advertising strategies.
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À propos de la quatrième de couverture
Academic Paper from the year 2013 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0 (dt.), 17,75/20 (fr.), University of Upper Alsace, course: Méthodologie de la recherche appliquée au consommateur, language: English, abstract: E-mail advertising has become increasingly important as marketing tool for companies as it reaches a large number of customers at relatively low costs. However, there also exist certain drawbacks of this marketing tool, notably the perceived intrusiveness by the customers linked to the e-mail advertising behavior of firms. A high degree of perceived intrusiveness risks causing negative customer responses that, in the long term, may have a negative impact on brand trust. As there is barely any research on the topic of intrusive brands, this qualitative study examines the concept of intrusiveness in case of e-mail advertising for the German market more in detail. The findings explain what kind of behavior customers perceive as intrusive; hence it helps firms to understand the problem and to adapt their e-mail advertising strategies.
Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.
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Perceived Intrusiveness of E-Mail Advertising and Its Impact on Brand Trust
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Perceived Intrusiveness of E-Mail Advertising and Its Impact on Brand Trust
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Taschenbuch. Etat : Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -Academic Paper from the year 2013 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0 (dt.), 17,75/20 (fr.), University of Upper Alsace, course: Méthodologie de la recherche appliquée au consommateur, language: English, abstract: E-mail advertising has become increasingly important as marketing tool for companies as it reaches a large number of customers at relatively low costs. However, there also exist certain drawbacks of this marketing tool, notably the perceived intrusiveness by the customers linked to the e-mail advertising behavior of firms. A high degree of perceived intrusiveness risks causing negative customer responses that, in the long term, may have a negative impact on brand trust. As there is barely any research on the topic of intrusive brands, this qualitative study examines the concept of intrusiveness in case of e-mail advertising for the German market more in detail. The findings explain what kind of behavior customers perceive as intrusive; hence it helps firms to understand the problem and to adapt their e-mail advertising strategies. 44 pp. Englisch. N° de réf. du vendeur 9783656867357
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Perceived Intrusiveness of E-Mail Advertising and Its Impact on Brand Trust
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Taschenbuch. Etat : Neu. Druck auf Anfrage Neuware - Printed after ordering - Academic Paper from the year 2013 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0 (dt.), 17,75/20 (fr.), University of Upper Alsace, course: Méthodologie de la recherche appliquée au consommateur, language: English, abstract: E-mail advertising has become increasingly important as marketing tool for companies as it reaches a large number of customers at relatively low costs. However, there also exist certain drawbacks of this marketing tool, notably the perceived intrusiveness by the customers linked to the e-mail advertising behavior of firms. A high degree of perceived intrusiveness risks causing negative customer responses that, in the long term, may have a negative impact on brand trust. As there is barely any research on the topic of intrusive brands, this qualitative study examines the concept of intrusiveness in case of e-mail advertising for the German market more in detail. The findings explain what kind of behavior customers perceive as intrusive; hence it helps firms to understand the problem and to adapt their e-mail advertising strategies. N° de réf. du vendeur 9783656867357
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Perceived Intrusiveness of E-Mail Advertising and Its Impact on Brand Trust
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Taschenbuch. Etat : Neu. Perceived Intrusiveness of E-Mail Advertising and Its Impact on Brand Trust | Daniel Hasler (u. a.) | Taschenbuch | 44 S. | Englisch | 2015 | GRIN Verlag | EAN 9783656867357 | Verantwortliche Person für die EU: GRIN Publishing GmbH, Waltherstr. 23, 80337 München, info[at]grin[dot]com | Anbieter: preigu Print on Demand. N° de réf. du vendeur 104916783
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