“About 80% of all business-relevant information within a company has a relation to spatial data” (Wagner, 2006). Facing a rapid technological change and embedded in a highly competitive en-vironment, companies are pressured to react quickly and to adopt fast to changing market conditions. Thereby, the capability of the recruitment, retention and recovery of customers more and more plays an important role. Furthermore, knowledge regarding promising customers becomes a factor of success. Hence, methods of data-based customer management are used to handle these challenges. Furthermore, those methods were used accretive in view of online marketing activities. Thus, Online-Marketing increases sustainable its importance for a company as well. But, with regard to the introducing quote, it could be ascertained that today's Online-Marketing has no spatial justification, although about 80% of all business-relevant information is suggested to have a relation to spatial data. Hence, the assignment at hand will explain the reader aspects of customer value in view of the principles of Customer Relationship Management as well as of Online- and Geomarketing. Furthermore, it will merge these ideas for the development of a structured communication and business model at the intersection of Geo- and Online-Marketing. Based on this, an analysis of recent applications will be done as well recent gaps shall be examined. Finally, a recommendation regarding advanced Online-Marketing business models will be done by the development of an exemplary business model. Thus, the reader shall get to know the interrelations as well as some hints for further considerations will be given.
Inhaltsverzeichnis (Table of Contents)
- 1 Introduction
- 2 Marketing framework
- 2.1 Relationship Marketing and Customer Value
- 2.2 Geo-Marketing
- 2.2.1 Terminological derivation
- 2.2.2 Terminological definition
- 2.2.3 The database
- 2.2.4 Utilizing the database
- 2.3 Online-Marketing
- 2.4 Chapter subsumption
- 3 Business Models
- 3.1 Preliminary considerations
- 3.2 Macro-environmental analysis
- 3.3 Chapter subsumption
- 4 Analysis
- 4.1 Recent Applications
- 4.2 Gaps in the creation of value
- 4.3 Advanced Online-Marketing business models
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This master's thesis investigates the potential of geo-marketing tools for developing advanced online marketing business models. The study aims to analyze the existing framework of relationship marketing, geo-marketing, and online marketing, identifying opportunities and challenges in integrating these elements to create innovative business models.
- Relationship Marketing and Customer Value
- Geo-Marketing Techniques and Applications
- Online Marketing Strategies and Technologies
- Development of Advanced Online Marketing Business Models
- Analysis of Market Gaps and Opportunities
Zusammenfassung der Kapitel (Chapter Summaries)
1 Introduction: This introductory chapter sets the stage for the thesis, outlining the background of the research, the problem statement, the objectives, and the methodology employed. It provides a concise overview of the topic and the approach taken to explore the potential of geo-marketing tools in the context of advanced online marketing business models. The chapter lays the groundwork for subsequent chapters by highlighting the key questions and challenges to be addressed in the study.
2 Marketing framework: This chapter provides a comprehensive overview of the theoretical foundations of relationship marketing, geo-marketing, and online marketing. It defines key concepts, explores the relationship between these three marketing disciplines, and establishes a conceptual framework for the subsequent analysis of advanced online marketing business models. The chapter examines the development of relationship marketing, emphasizing its shift from transactional to relationship-oriented approaches. It also delves into the concept of customer value, exploring its various determinants and their implications for businesses. Finally, the chapter introduces geo-marketing and online marketing, detailing their characteristics and potential for creating value.
3 Business Models: This chapter delves into the concept of business models, providing a detailed overview of their terminological derivation, definitions, and classifications. It performs a macro-environmental analysis focusing on the political, economic, social, and technological factors influencing the development and implementation of online marketing business models. The chapter examines various aspects of the technological environment, including IP, cellular, GPS, and address-data localization, emphasizing their roles in enabling advanced geo-targeted marketing strategies. This thorough analysis creates a foundation for understanding the contextual factors impacting the design and success of innovative online marketing business models.
4 Analysis: This chapter presents a detailed analysis of recent applications of geo-marketing tools in online marketing, examining specific examples such as Google AdWords, Oe-Navi, and BMW ConnectedDrive to illustrate current best practices and highlight the potential for further innovation. The chapter then undertakes a critical assessment of the current market, exploring gaps in the creation of value, to guide the development of advanced online marketing business models. This assessment is based on a business matrix and a communication model analysis, which help reveal weaknesses and opportunities for improvement in the current marketplace.
Schlüsselwörter (Keywords)
Geo-marketing, online marketing, business models, relationship marketing, customer value, data analysis, location-based services, digital marketing, advanced marketing strategies, value creation, market analysis, technological innovation.
Frequently Asked Questions: Master's Thesis on Geo-Marketing and Advanced Online Marketing Business Models
What is the main topic of this master's thesis?
This master's thesis investigates the potential of geo-marketing tools for developing advanced online marketing business models. It analyzes the existing framework of relationship marketing, geo-marketing, and online marketing, identifying opportunities and challenges in integrating these elements to create innovative business models.
What are the key themes explored in the thesis?
The key themes include relationship marketing and customer value, geo-marketing techniques and applications, online marketing strategies and technologies, the development of advanced online marketing business models, and the analysis of market gaps and opportunities.
What is the structure of the thesis?
The thesis is structured into four chapters: Chapter 1 provides an introduction; Chapter 2 presents a marketing framework covering relationship marketing, geo-marketing, and online marketing; Chapter 3 delves into business models, including a macro-environmental analysis; and Chapter 4 analyzes recent applications of geo-marketing, identifies gaps in value creation, and explores advanced online marketing business models. A table of contents is included for easy navigation.
What are the objectives of the research?
The study aims to analyze the existing framework of relationship marketing, geo-marketing, and online marketing to identify opportunities and challenges in integrating these elements for creating innovative business models. It seeks to understand how geo-marketing tools can be leveraged to develop advanced online marketing business models.
What marketing frameworks are discussed?
The thesis explores relationship marketing, emphasizing its shift from transactional to relationship-oriented approaches and the concept of customer value. It also comprehensively covers geo-marketing, including its terminological derivation, definition, database utilization, and online marketing strategies and technologies.
What types of business models are examined?
The thesis examines various business models, considering their terminological derivation, definitions, and classifications. A macro-environmental analysis is conducted focusing on political, economic, social, and technological factors influencing the development and implementation of online marketing business models. The role of technologies such as IP, cellular, GPS, and address-data localization in enabling geo-targeted marketing is discussed.
What kind of analysis is performed in the thesis?
The thesis analyzes recent applications of geo-marketing tools in online marketing, using examples such as Google AdWords, Oe-Navi, and BMW ConnectedDrive. It critically assesses current market gaps in value creation using a business matrix and communication model analysis to identify weaknesses and opportunities for improvement.
What are the keywords associated with this thesis?
Keywords include geo-marketing, online marketing, business models, relationship marketing, customer value, data analysis, location-based services, digital marketing, advanced marketing strategies, value creation, market analysis, and technological innovation.
What is the target audience of this document?
This document is a comprehensive language preview intended for academic use, facilitating the analysis of themes in a structured and professional manner.
Where can I find chapter summaries?
The document provides concise summaries for each chapter (Introduction, Marketing framework, Business Models, and Analysis), outlining the key content and findings of each section.
- Citar trabajo
- Peter Menne (Autor), 2008, Potential of Geo-Marketing-Tools for the development of advanced Online-Marketing business models, Múnich, GRIN Verlag, https://www.grin.com/document/125428
