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Praxisorientiertes Dialog-Marketing

Praxisorientiertes Dialog-Marketing


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About the Book

In immer mehr Branchen werden Budgets zugunsten des Dialog-Marketing umgewidmet. Dies unterstreicht den seit Jahren zu beobachtenden Trend zur persönlichen Kommunikation. Gleichzeitig wird es vor diesem Hintergrund schwieriger bei den Zielgruppen Aufmerksamkeit zu finden, weil immer mehr Unternehmen diesen Weg zum Zielkunden einschlagen. Die Anforderungen an die Professionalität im Dialog-Marketing steigen, um im Wettbewerb um den Kunden auch weiterhin Erfolg zu haben.
Ralf T. Kreutzer verbindet die Perspektive des langjährigen Praktikers im Dialog-Marketing mit der Sicht des Wissenschaftlers. Er beschreibt die Grundlagen und Erfolgsfaktoren, die Informationsquellen und Instrumente des Dialog-Marketing und stellt in vier Casestudies den Praxisbezug her.
About the Author: Prof. Dr. Ralf T. Kreutzer war über 15 Jahre in verschiedenen Managementpositionen bei Bertelsmann, Volkswagen und der Deutschen Post World Net tätig und ist seit April 2005 Professor für Marketing an der Fachhochschule für Wirtschaft, Berlin.


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Product Details
  • ISBN-13: 9783834905741
  • Publisher: Gabler Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: Y
  • Spine Width: 0 mm
  • Weight: 750 gr
  • ISBN-10: 3834905747
  • Publisher Date: 25 Mar 2009
  • Height: 240 mm
  • No of Pages: 390
  • Series Title: German
  • Sub Title: Konzepte - Instrumente - Fallbeispiele
  • Width: 170 mm


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