forumforfuturemarketing

The following document provides an insight into the work of the students of Stuttgart Media University in the summer semester 2009. The workbook deals with different topics of 360 degree marketing and shows what the future will bring.

Click here to download the E-Book “360° marketing - a glance into the future”

The index of the E-book

1   Introduction: 360° Marketing

2   Corporate Identity frameworks integrated market communication
2.1 Introduction
2.2 Definition Corporate Identity
2.3 Strategic Corporate identity process
2.4 Interdependence of corporate and brand identity
2.5 Corporate identity as a starting point for Integrated Market Communication
2.6 Corporate-Communications-Concept
2.7 Integrated market and company communication
2.8 Conclusion

3   Mobile Marketing as an instrument of 360° marketing
3.1 Introduction
3.2 SMS and the Integration into 360° Marketing
3.3 Bluetooth and the Integration into 360° Marketing
3.4 Mobile Internet and the Integration into 360° Marketing
3.5 The I-Phone effect
3.6 Mobile and 360° Marketing
3.7 Future of mobile marketing in Europe
3.8 Conclusion: The role of the customer changes

4   Twitter in the context of Word of Mouth Marketing
4.1 From Push to Pull Marketing
4.2 Word of Mouth Marketing online
4.3 The world of Twitter
4.4 Case Study Dell
4.5 Twitter Index - TwiDeX

5   Branding and 360° marketing
5.1 Brand Basics
5.2 The paradigm of today’s brand basics
5.3 How brands will survive in the future – a bit of advice
5.4 Conclusive thoughts

6   Promotion Plan
6.1 Introduction
6.2 Old Economy Promotion Plan on the Case Study REWE
6.3 New Economy Promotion
6.4 Case study: Amazon.com
6.5 Matrix Analysis
6.6 Conclusion

7   Bibliography

More about:Seminar SS09, Workbook