Internationale Kommunikationspolitik - Fallstudie Benetton
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Internationale Kommunikationspolitik - Fallstudie Benetton

Internationale Kommunikationspolitik - Fallstudie Benetton


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About the Book

Studienarbeit aus dem Jahr 2005 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Eberhard-Karls-Universität Tübingen, Sprache: Deutsch, Abstract: Abstract Im Zuge zunehmender Globalisierung ist eine international ausgerichtete Kommunikationspolitik notwendige Bedingung für die Wettbewerbsfähigkeit eines Unternehmens. Der italienische Modekonzern Benetton hat eine Werbestrategie entwickelt, die in allen Medien kontrovers diskutiert wird und nicht ohne Folgen für den wirtschaftlichen Erfolg des Unternehmens bleibt. Durch die visuelle Reizüberflutung in der Gesellschaft kann eine solche Kampagne die Aufmerksamkeit auf ein Produkt oder eine Marke lenken: "Wenn mich die Leute fragen, was denn der Krieg in Ex-Jugoslawien, Aids oder aktuelles Zeitgeschehen mit Pullovern zu tun haben, antworte ich, sie hätten gar nichts miteinander zu tun. Ich mache Werbung. Ich verkaufe nicht." (Oliviero Toscani, Creative Designer bei Benetton von 1982 bis 2000) Die Autorinnen diskutieren im Rahmen dieser internationalen Fallstudie Rahmenbedingungen des internationalen Marketing und leiten Handlungsalternativen ab. Im Rahmen einer Umfrage werden Meinungen eingeholt und ausgewertet. Es findet eine kritische Auseinandersetzung mit den Kampagnen im internationalen Umfeld sowie mit den rechtlichen Konsequenzen in Deutschland statt.


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Product Details
  • ISBN-13: 9783638713849
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 80
  • Series Title: German
  • Sub Title: Raising consciousnes and controversy with global advertising
  • Width: 148 mm
  • ISBN-10: 3638713849
  • Publisher Date: 17 Aug 2007
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Weight: 163 gr


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