Metadaten







Promotionsordnung


PromO94

Kumulative Dissertation



Titel


Networked Marketing

Titel (englisch)



Autor/Autorin


Vana, Alin Sergiu

2. Autor/Autorin



Geburtsdatum


09.05.1976

Geburtsort


Rumänien

Matrikelnummer


00-644-112

Schlagwörter (GND)


Grossbritannien; Deutschland; Spanien; Viral Marketing; Mund-zu-Mund-Werbung; Soziales Netzwerk; Interpersonale Kommunikation; Marketingtheorie; Beziehungsmarketing; Direktmarketing; Umfrage

DDC (Dewey Decimal Classification)


Handel, Kommunikation, Verkehr - 380

Freie Stichwörter (deutsch)


Marketing; Direktvertrieb : Schneeballsystem; Marketingmanagement; Marketing-Mix; Marketingkonzept; Multi-Level-Marketing; Database-Marketing; Soziales Kapital

Freie Stichwörter (englisch)


Social networks; networked marketing; online marketing; marketing structure; marketing strategy

Kurzfassung



Kurzfassung (englisch)


Marketing is confronted with a number of issues that include the continuous erosion of campaign effectiveness, the fragmentation of traditional markets, the disappearance of the vendors' information advantage and significant changes in the distribution channels. This dissertation suggests that an effective way to address these issues can be the integration of the social network view of the customer across all fields of the marketing discipline.
Based on established building blocks of marketing and social network theory, the dissertation proposes a conceptual framework called Networked Marketing to integrate the two fields in a systematic way.
The Networked Marketing framework provides a structure for identifying the customer social networks' impact on the marketing mix's effectiveness in the different customer lifecycle phases and suggests the use of certain tools to acquire knowledge about the nature and the functional details of the social influence.
The Networked Marketing framework was tested in an empirical setting on an international sample of a large company's customer database. The dissertation presents the results of the empirical test and their implications for marketing theory and practice. The study's findings include the fact that the customer social network activity with an impact on marketing is the most intense in the purchase phase and the least intense in the awareness phase, as well as the fact that product and communication are the marketing mix areas most impacted by social networks.
To enable the further application and testing of the Networked Marketing framework on a general basis, a process for performing social network analysis in marketing is proposed, based on the theoretical and empirical research performed for this dissertation, along with concrete recommendations for integrating the social network view of the customers in the marketing organizations.

Universität


Universität St.Gallen

Referent/Referentin


Stanoevska-Slabeva, Katarina (Prof. Dr. )

Korreferent/Korreferentin


Gutzwiller, Thomas (Prof. Dr.)

Erweitertes Diss. Komitee



Fachgebiet


Wirtschaftswissenschaften

Sprache


ENG

Promotionstermin (dd.mm.yyyy)


14.09.2009

Erstellungsjahr (yyyy)


2009

Dokumentart


Dissertation

Format


PDF

Dissertationsnummer


3665

Quelle



PDF-File


dis3665.pdf

Dokumentverknüpfung


Link zu diesem Dokument







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