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Internet Marketing, was ist das?

Streng gesehen ist jeder Webmaster, der Promotion für seine Website betreibt, im Internet Marketing tätig - ob er nun eine kommerzielle Website betreibt oder nicht. Denn die Promotion ist eines der 4 Tätigkeitsfeldern im Marketing (siehe die vier P’s: Product, Pricing, Promotion, Placement).

Sehr schön, aber was ist eigentlich Marketing? Ich muss ja - wenn ich meinem sozialen Umfeld die Stunden vor dem Computer erklären will - eine griffige Definition bereit haben, sodass sich jeder sich ein Bild machen kann. Auch jemand, der noch Schwierigkeiten hat, die Hand mit dem Mauszeiger im (!) Bildschirm zu koordinieren.

Für solche, die auch eine knappe Umschreibung für Marketing in petto haben wollen, mir gefällt diese hier (Quelle: Wikipedia):

In einem umfassenden Sinne versteht man unter Marketing die marktorientierte Verwirklichung von Unternehmenszielen und die Ausrichtung des gesamten Unternehmens am Markt.

Da jedes Webprojekt ein Unternehmen, resp. eine Unternehmung ist, gilt die Definition also auch für die einfache Homepage.

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Kommentar

  1. 25. September 2007 von Andreas Herrmann

    Letzten Endes lässt sich die klassische Definition des Begriffs Marketing nach Meffert auch auf das Internetmarketing projizieren.

    Einzige Ergänzung/Unterscheidung ist die beim Internetmarketing zwingend erforderliche/erwünschte und bewusst provozierte Interaktion der Nutzer des jeweiligen Onlineangebotes.

    Beste Grüße aus Hamburg!

    Andreas Herrmann