Einführung einer neuen Kinder- und Jugendbuchmarke am deutschen Verlagsmarkt. Kommunikationskonzept
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Einführung einer neuen Kinder- und Jugendbuchmarke am deutschen Verlagsmarkt. Kommunikationskonzept

Einführung einer neuen Kinder- und Jugendbuchmarke am deutschen Verlagsmarkt. Kommunikationskonzept


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About the Book

Studienarbeit aus dem Jahr 2010 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, Veranstaltung: Kommunikationsstrategie, Sprache: Deutsch, Abstract: Etwa 100 Kinder- und Jugendbuchverlage gibt es zur Zeit in Deutschland. Wie kann an diesem vorherrschenden Buchmarkt der neuer, kleine, unbekannte Verlag "Le cheval blanc" aus Frankreich bestehen? Was steckt hinter und vor allem in "Le cheval blanc"? Welche Kommunikationsziele gilt es zu benennen und zu erreichen? Welche Zielgruppe soll die Bücher überhaupt kaufen, welche lesen? Wie kann dabei der Entwurf einer Kommunikationsstrategie aussehen? Diesen und anderen daraus resultierenden Fragestellungen möchte ich mich in der vorliegenden Hausarbeit widmen. Der fiktiven Ausgangssituation sollen reale Ziele und ein strategischer Maßnahmenplan gegenüber gestellt werden, um ein Kommunikationskonzept für die Einführung dieser neuen Kinder- und Jugendbuchmarke am deutschen Verlagsmarkt zu entwickeln. Der formale Aufbau orientiert sich am Planungsprozess der Kommunikationspolitik. Inhaltlich habe ich auch versucht eigene Ideen und Beobachtungen im Umgang mit dem Thema Kinder- und Jugendbuch einfließen zu lassen. Aufgrund meines beruflichen gestalterischen Hintergrunds habe ich auch einen besonderen Schwerpunkt auf die visuelle, grafische Kommunikation gesetzt, den ich gerade bei (jüngeren) Kindern und Jugendlichen als wesentlich erachte. Als Basis meiner Überlegungen zur Entwicklung einer Kommunikationsstrategie stütze ich mich auf die Key Facts der jährlich erscheinenden Studie "Kinder- und Jugendbücher- Einblicke in Lebens- und Lesewelten relevanter Zielgruppen" des Börsenvereins des deutschen Buchhandels und der Arbeitsgemeinschaft von Jugendbuchverlagen, avj, (in Zusammenarbeit mit GfK und Sinus) sowie auf das in der Lehrveranstaltung Kommunikation Strategie erarbeitete Skript.
About the Author: IKEA Deutschland GmbH & Co. KG NL Halle/Leipzig Gestalterin für visuelles Marketing IHK Akademie Mode&Design Hamburg Raumkonzept und Design B.A. Universität der Künste Berlin Visuelle Kommunikation Entwerfen raumbezogener Systeme/ Schwerpunkt Ausstellungsgestaltung M.A.


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Product Details
  • ISBN-13: 9783656594925
  • Publisher: Grin Verlag Gmbh
  • Publisher Imprint: Grin Verlag Gmbh
  • Height: 254 mm
  • No of Pages: 20
  • Series Title: German
  • Sub Title: "Le cheval blanc"
  • Width: 178 mm
  • ISBN-10: 3656594929
  • Publisher Date: 24 Feb 2014
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 1 mm
  • Weight: 104 gr


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Einführung einer neuen Kinder- und Jugendbuchmarke am deutschen Verlagsmarkt. Kommunikationskonzept
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Einführung einer neuen Kinder- und Jugendbuchmarke am deutschen Verlagsmarkt. Kommunikationskonzept
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