Lennart Schirmer

The Changing Communication of the Retail Industry: A Critical Analysis of the Status Quo and the Development of new Ways of Addressing Consumers Lennart Schirmer

Bachelor Thesis from the year 2007 in the subject Business economics - Trade and Distribution, grade: 1,6, European Business School - International University Schloß Reichartshausen Oestrich-Winkel, 117 entries in the bibliography, language: English, comment: Image advertising, the growing importance of online communication, the opportunities of Web 2.0, viral marketing as well as the need to integrate the different communication measures are just a few examples which point out the complexity and challenges for developing successful retail communication strategies. By discussing different case studies, the purpose of this paper is to provide evidence that that there is a actual change in retail communication and derive practical recommendations for retail companies. Kommentar des Dozenten: Die Verbindung von Theorie und Praxis stellt der Verfasser durch das stetige Heranziehen von Praxisbeispielen her. Auch das Miteinbeziehen anderer Branchen als Best Practice Cases und die Ableitung möglicher Maßnahmen für den Handel ist positiv hervorzuheben. Offensichtlich hat sich der Autor sowohl in der Tiele als auch in der Breite mit dem Thema ausgiebig beschäftigt, was auch durch Aufzeigen über das Thema hinausgehender Zusammenhänge ersichtlich wird. , abstract: Image advertising, the growing importance of online communication, the opportunities of Web 2.0, viral marketing as well as the need to integrate the different communication measures are just a few examples which point out the complexity and challenges for developing successful retail communication strategies. By discussing different case studies, the purpose of this paper is to provide evidence that that there is a actual change in retail communication and derive practical recommendations for retail companies.